What are some common messaging themes between B2C and B2B and where is messaging completely different?

The ultimate goal of marketing is to influence a purchase decision, or decisions. Most purchases are emotional in nature, and many people think about B2C when they think about emotional purchases. And this can certainly be true, but in fact B2B purchases are even more emotional, because they are usually associated with greater risk.  So regardless whether it's a B2B or B2C purchase, you are dealing with people, who are making decisions that are often emotional in nature. Think buying a car or a ...Read More

As far as your approach to messaging, there’s probably more in common than there are differences in engaging B2C and B2B buyers (there are more differences in GTM strategy than messaging). I’ve spent a lot of my career in the gray area in-between these buyers, as PMM for consumer productivity apps at Apple which also targeted SMB and EDU buyers, and in my current role working with SurveyMonkey, which scales from a free offering all the way up to enterprise solutions. Some observations… The B2B j ...Read More

Having worked for a consumer packaged goods company at the start of my career to now working for a tech company, I have seen my share of B2C and B2B messages. In terms of common themes I've seen, I'd say time savings, productivity and convenience are common ones that can easily apply to either segment. It's often easier to write messaging for the B2C segment since you are a consumer at heart so it's easier to understand what benefits and messages will resonate for you. Additionally, B2C messagin ...Read More

At its core, good messaging focuses on addressing stated or unstated customer needs in a clear and memorable way. Here are some simialrities in B2B and B2C messaging: Pithiness and clarity - so users can understand in 3 seconds or less what they stand to gain from the product. Paint a vision of comoft and freedom from worry. And here are ways in which the two often differ: B2C organizations often focus on emotional appeals and storytelling to connect with consumers, while B2B organizations may f ...Read More