B2B stands for Business to Business. It’s a business that works directly with another business and not
with general public. For Example- Like Kapso Business Services, helps companies to buy or sell their
But how is B2B different from B2C:
➢ Limited Buyers- unlike local market, businesses are limited so you have a specific market or
customer base. Thus, personal relations play an important role in getting more and more
business to the firm.
➢ Market Reputation- Your market reputation will define your current and future growth. If,
you have served the market well, then it will be easy for you to get new big businesses as
➢ Volatile Market- Today’s market change gives very less time for B2B serving firms to adapt.
For Example – suppose a bulk jeans maker company producing jeans for Levis and suddenly
market taste switched to pants, then bulk jeans maker will have to suffer all the looses in
terms of machinery, inventory etc.
➢ Personal Selling – The way you approached a B2B clients is different from B2C. Here, you
need an educated sales manager to lure business buyers to get your sales done.
Traditionally in B2B sales, there was one main buyer. They followed a predictable, controlled path
like the traditional marketing funnel.
The typical marketing line up included salesy, printed marketing collateral. Sales reps went to trade
shows, made cold calls, and conducted business face-to-face. But this old strategy doesn’t work now
➢ Half of all B2B buyers are now millennials, and millennials hate cold calls.
➢ More people are involved in B2B purchase decisions. The typical buying group is comprised
of six to 10 members, and while 64 percent of C-suite executives have final signoff, 81
percent of non-C-suiters also have a say.
In a nutshell, the new B2B buyer’s journey is now a looping, multi-person online journey full of twists
and turns as they flip back and forth through the research and discovery stages:
The phases are like the old framework, and work like this:
• Multi-participant consideration, along with the research and discovery loop
• Post-purchase experience and the loyalty loop
The new B2B buyer behaves like a B2C consumer, and they expect the same purchase experience
and level of service. Nowadays, 80 percent of B2B buying decisions are based on a buyer’s direct or
indirect customer experience and only 20 percent are based on the price or the actual offering.
What this means is you need to create a journey-based digital experience that guides your target
audience through the stages of the buyer’s journey and keeps them as raving fans and lifelong