Recruiting: The Difference Between B2B & B2C Marketers

Do you need a B2B or B2C marketer?

One of the most common mistakes that I have come across when employers are recruiting for a new marketing role (i.e. marketing director, marketing manager, marketing coordinator, etc) is not knowing which type of marketer they truly need. Many employers are simply looking for candidates that have a career history that showcases marketing successes with reputable brands without considering whether their experience was in B2B or B2C marketing.

Although the basic principles of marketing don’t vary significantly between the two types of marketing; the tactics and strategies that are utilized can be very different. A marketer that has been very successful in a B2B marketing role doesn’t necessarily translate into being a successful B2C marketer. Knowing which type of marketing professional you need to hire for your organization is a fundamental step to ensure the success of your new employee.

B2C vs. B2B Marketing

B2C marketing is a business (B) marketing to (2) a consumer (C).

Consumers are defined as individual buyers or potential customers. B2C marketing strategies and tactics are usually targeted at eliciting an emotional reaction that stimulates a need or want to purchase a product or service. Consumers are typically making purchases for themselves or another individual, such as a friend or family member. The decision making process is usually based on emotions or a desire. An example would be buying a new vehicle for your household. B2C marketing often involves marketing a product or service based on its features and how it makes the consumer feel.

B2B marketing is a business (B) marketing to (2) a business (B).

Businesses that sell a product and/or service to another business entity. B2B marketers typically base their strategies and tactics around logic, data and/or a solution to a business problem. The audience (businesses) are typically considering a benefit to their company such as cost or time savings, return on investment or profitability.

As part of the buyer’s journey, it can involve multiple decision makers and requires a logical or data-driven reason to make a purchase. The decision makers are usually the technical end-user of the product/service, and/or c-suite executives. An example would be a business’ CEO (Chief Executive Officer), CMO (Chief Marketing Officer) and CRO (Chief Revenue Officer) deciding which CRM (Customer Relationship Management) software to use for their business. The purchase decision will likely also include the IT department, as they would need to install it across the organization. The CFO will typically be involved to analyze the costs and resources needed for such a purchase and implementation.

When you’re recruiting your next marketer, be sure to consider the type of marketing focus you are tailoring to when you are screening candidates. Finding the right marketing candidate is not only about looking at the the fit with your management and culture. It is crucial consider the type of marketing experience and skills that your candidates will possess, as it can save you a lot of time and money in ensuring the success and performance of your new hire.