When you are marketing to a B2B you want to focus on the logic of the product by focusing on the features and benefits of it. There is very little to no personal emotion (impulse buying) involved in the purchasing decision. The business 2 business market is more about the knowledge and seeking lots of information. Your most effective marketing message will focus on how your product or service saves them TMR: Time, Money, Resources.
Business 2 Consumer is dependent more on advertising, promotions, and branding to get their products moving. You want the focus to be on the benefit of the product. The consumer more than not, do impulse (emotional) buying usually because they think it is a product they did not know they needed. Basically, all the consumer wants to know is what the benefits or service of the product will bring to them. Make them fell important (they are) and a valued part of the team and they (companies) will reward you with amazing plethora of content.
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