Many of the differences between marketing for SaaS B2B and B2C businesses become visible at the stage of building a marketing strategy.
When developing a SaaS marketing plan, you must take into account several permanent peculiarities of a B2B business.
First of all, there is an opinion that it’s easier to target customers in B2B, because B2B business owners understand quickly who represents their ideal customer.
According to Conductor’s “B2B vs B2C Content Marketing” survey, B2B marketers are better at targeting their audience.
Secondly, B2B customers are often more experienced and better versed on certain topics than B2C customers. That means that B2B businesses require a more professional and thoughtful approach.
SaaS B2B vs. SaaS B2C
Now let’s take a look at the general differences between SaaS B2B and B2C marketing.
During the process of communication between a product provider and a consumer, the language itself must be different.
Maksym Babych, saas products expert said: “both B2B and B2C marketers use social media for their purposes, but their social media platforms and the methods of they use vary”.
According to the statistics from the “State of B2B Product Marketing 2015” survey, 76% of B2B technology marketers use social media to market their products. When asked about platforms for their product launches, 81% of B2B technology marketers said that they use LinkedIn, and 71% said that they use Twitter.
“Social Media Marketing Industry Report” by Social Media Examiner delivers another opinion. Their report claims that Facebook is the most important social network to both B2C and B2B marketers.
In addition to these platforms, B2B companies also use LinkedIn, AngelList, and Google+ where they can find people who prefer a more serious approach. This audience has more expertise and is eager for more sophisticated content.
In contradiction to B2C buyers, B2B businesses need more nurturing and deeper relationships.
The goals of B2B SaaS and B2C SaaS content marketing differ slightly.
In fact, the ultimate goal of B2B and B2C content marketing is the same – to increase brand-awareness and attract the target audience. But some small differences still exist.
Here are statistics from research done by Content Marketing Institute. They are based on the responses of more than 5,000 marketers.
B2B SaaS and B2C SaaS content marketing have different Buyer Personas.
Buyer Persona (BP) is a sketch of a key part of your potential audience. Marketers create BPs to deliver the right content to the right audience to ensure that their content remains relevant.
When you market to B2B customers, your approach to content will be highly focused.
For example, if your product meets the needs of enterprises, you will tailor your content strategy only for those enterprises.
B2C content marketing is more complex.
Even if your product fits a small niche and is highly specialized, it is likely that you will have to orient your content towards different types of Buyer Personas. This is because clients may be everything from amateurs to those with a lot of experience. Content that is suitable for newbies will be useless for experts.
Despite the fact that both B2B and B2C companies provide technical cloud solutions, their marketing approaches have their own specific needs and features.
- SaaS B2B customers are experts. They require a more professional approach but they are also easier to target.
- Branding plays an essential role in SaaS B2B marketing. SaaS B2B clients expect more nurturing and a closer relationship.
- SaaS B2B and B2C content marketing have different goals. The tactic usage of content marketing also differs.
- Emotions play a more important role in the B2C buying process.
- The SaaS B2B sales process is longer and more complicated than that of the B2C.
What are the differences of SaaS B2B and B2C?
B2B and B2C SaaS businesses have much in common. But many of the differences between marketing for these two types of businesses become visible at the stage of building a marketing strategy.
When it is time to plan a SaaS marketing strategy, you should first understand particular aspects of B2B business.
A Conductor’s survey on B2B and B2C Content Marketing shows that B2B marketers are better at targeting their audience. It happens because the owners of B2B businesses usually quickly understand, who are their ideal customers.
Moreover, since B2B customers are usually have more experience than B2C ones, they are better versed on particular topics. Thus, they need more professional and analytical approach.
SaaS B2B vs. SaaS B2C
Let’s find out what are the main differences between B2B and B2C SaaS marketing.
First of all, B2B and B2C marketers should use different language to communicate with their customers.
According to Maksym Babych, a SaaS products expert, both B2B and B2C marketers use social media tools to achieve their goals. However, the tools and methods they are using may vary.
“State of B2B Product Marketing 2015” statistics shows that 76% of marketers in B2B technology industry use social media tools to market their products. 81% of them use LinkedIn, while 71% said that they use Twitter.
There is another opinion though. According to Social Media Examiner’s report on Social Media Marketing Industry, Facebook is a key social network for both B2C and B2B marketers.
B2B companies can also attract audience with more solid expertise that expect more refined content. Such platforms as LinkedIn, Google+ and AngelList perfectly fit this purpose.
Compared to B2C customers, B2B ones require more caring and deeper relationship.
Content Marketing of B2B and B2C SaaS slightly differs.
B2B and B2C content marketing has one ultimate goal. Companies need to increase brand visibility and reach their target audiences.
Yet, there are still minor differences between B2B and B2C content marketing.
B2B and B2C SaaS content marketing have different Buyer Personas.
Buyer Persona (BP) is a sketch of a key part of your potential audience. Marketers create BPs portfolio to deliver content to the right audience, ensuring that it remains relevant.
When your target audience is B2B clients, your content will be directed at them. Thus, if for instance, you aim to attract enterprises, your content will be targeted only on them.
B2C content marketing requires a more complex strategy. Even though your product is in a small and highly specialized niche, it is likely that you will have to make your content oriented towards various types of Buyer Personas anyway. It happens primarily because your target audience may be both amateurs and professionals. Naturally, content that fits newbies will be useless for experts.
Both B2B and B2C companies are the technical cloud solutions providers. But their marketing approaches are focused on particular needs and features.
- Since SaaS B2B customers are experts, they need a more professional approach. But they are also easier to target.
- Branding is particularly important for SaaS B2B marketing. SaaS B2B clients require more caring and a deeper relationship.
- SaaS B2B and B2C content marketing have different purposes. Thus, a content marketing strategy differs as well.
- Emotions play a significant role in a B2C buying process.
- A process of SaaS B2B sales is longer and more complicated than Saas B2C sales process.
Maksym Babych, serial entrepreneur and SaaS professional.
Founder and CEO SpdLoad