“MISTAKE are painful but as time goes by, it becomes a collection of experiences called LESSONS.”

__________
Image Credit: Instagram (↑)

Inc Magazine (↑) posted on Instagram (↑) today:

“Compression of time creates value.”
~ Tyler Haney, Outdoor Voices

Let me clear up some confusion here. Two recent posts expressed a different point of view about marketing for B2B companies. Sally Ormond asked the question whether B2B and B2C copywriting is any different and came to the conclusion:

“There is no difference.”

However, Bob Bly came up with a list of 7 key differences between B2B and B2C marketing and writes:

“Yes, of course there are huge differences.”

Who is right?

In fact, the question is a bit unfair, because both articles are not directly comparable.

When it comes to the marketing aspect of it, of course, Bob is correct. He points out that B2B customers are more sophisticated and shares other characteristics usually not found in B2C customers.

So to speak the customer avatars are different, and, therefore, need to be addressed according to their specific background and situation.

Overall you are marketing and selling to a people. Even in business-2-business sales a person makes the decision and closes the deal with you. I think, that's the main point of Sally's article that you are dealing with living people not with dead entities.

Conclusion

• In any case B2C or B2B one is marketing and selling to humans who have certain backgrounds, needs, and wants.
  
  
• Your marketing must reflect the particular circumstances of the people in the market. That's where a customer avatar come in quite handy.

Yours

John W. Furst

“The problem is not to find the answer, it's to face the answer.”
- Terence McKenna