Here was my experience transitioning from marketing B2C to my current role as owner of a B2B company. From 1996 to 2004 I was in several senior marketing roles with Canadian brand powerhouse Roots http://canada.roots.com/
Here are the top 3 lessons I took from my time as a B2C marketer that I use daily in marketing my B2B business:
a) You are your best billboard. I once went to a reception for an international sporting event — everyone was wearing 3-piece suits. I wore slacks, a tie and a sporty Roots track jacket with huge logos. I asked a good friend who is a marketing genius if I was underdressed to which she replied: “Well, you don’t sell suits do you?” Point taken: wear your brand proudly, represent! A B2C company takes every opportunity to brand through vehicle wraps, staff uniforms, etc.
b) Say yes far more often than you say no to customers. When I was a B2C marketer we said “yes” to customers 99.9% of the time. We said “yes” and then figured out how we were going to make good. Too often when I’m trying to buy from B2B suppliers (telecom services, shippers, suppliers) I think “don’t they want my money?” Why are they making it so difficult? When I sell B2B I try to say “yes” far more often than “no.”
c) One instance where I will say “no” is when my B2B customer acquisition costs are too high. This is my last tip stolen from B2C marketers — analyzing customer acquisition cost/benefit to determine when to pass on clients. In B2B (especially small biz like mine) I have a very loyal group of long-term clients. I do want to grow my biz but NOT at the expense of my loyal and well paying clients. Sometimes you have to say “no” or “not now, but here’s who I recommend can help you.”
– rich