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Do you use different tools or data or research to build position in b2c vs b2b?

3 Answers
Madison Leonard
Madison Leonard
Marketing & GTM ConsultantFebruary 15

The frameworks are pretty similar. Talk with your customers, develop a narrative based on the pain points they have, and craft positioning based on your findings. 

There are some cool tools out there to help with website message testing (like Wynter), in-app messaging (like Pendo), and competitive intelligence tools (like Crayon). Ultimately, the availability of these tools will depend based on the stage of the company you're at and the available budget for software. 

Even if you don't have access to those tools, you should still put a lot of emphasis on talking with customers. Hear their pains, develop positioning and GTM strategy based on what you hear, and test it with that same persona to ensure you're on track. 

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Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorMarch 22

The fundamental goal of building a strong position in the market remains the same between B2C and B2B: to understand the needs of your target audience and position your products or services as the best solution to meet those needs. And to move your customer to next action.

In terms of tools and data, both B2C and B2B companies use similar market research techniques such as surveys, focus groups, and data analytics to gain insights into their target audience. However, B2B companies also rely on industry-specific research and data to understand the needs and pain points of businesses in a particular sector. 

Generally speaking, B2C (business-to-consumer) companies tend to focus more on consumer behavior and trends, as well as advertising and marketing campaigns that appeal to individual customers. They often rely on consumer data such as demographic and psychographic information to understand their target audience and tailor their products and messaging accordingly.

582 Views
Lindsay (Saran) Gatta
Lindsay (Saran) Gatta
Bumble Head of Product Marketing, Bumble For FriendsJanuary 24

Regardless of B2B or B2C, translating data to insights to inform your positioning (and product strategy and GTM strategy) is critical. Understanding your product, its competitors, the market and your customer needs/ motivations are the inputs you need for both types of positioning. The question is: How do you get to that level of understanding? In the B2B world, sellers were a huge asset to get deeper understanding, but in the B2C world, social media listening is an incredible treasure trove of consumer insight. In both worlds, it is nice to have a research partner running first party studies (qual/quant) if possible and/or supplementing with 3rd party tools. Usually, your company will have proprietary sources of data too, so those will differ pending the product/service. Regardless of the tool/data you use, the translation skill is universal for any (product) marketer.

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