The difference between B2B and B2C agency approaches

At a guess 40% of my marketing career has been B2B and 60% B2C.

Recently I’ve been casting the net to find new suppliers/partners for a broad range of activities that are absolutely in the B2B area. And I’m thrilled to say that I’ve been meeting some very interesting people. Some of these were on the Marketing Forum 2008.

I’ve been amazed at the difference in styles. The B2B folks have been very considered, narrow focused and tentative. By contrat the B2C people have taken more of a broad, we can do anything, full service approach.

These are of course sweeping generalisations, so apologies if I’ve offended anyone. The thing is I cannot really understand why the agency approaches are so different. From my perspective the steps that need to be followed are the same.

In fact my intention now is to work on delivering the B2B project that I am dealing with by utilising a healthy layer of B2C. I’m sure I’ll upset someone on the way but 1) sorry and 2) hey ho!

This post is not an invitation to suppliers/agencies to pitch their wares and services. Comments are more than welcome though.

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