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There's no question there are areas of overlap. When consumers buy a car or a house their decision process is similar to that which a business uses in making any buying decision. However, such purchases are infrequent, and much of what we buy as consumers is driven by price, habit, taste, impulse or those intangibles like sex appeal. We do consider value insofar as we have a budget to spend, but we make impulse purchases all the time. Well-run businesses rarely do that.

Think of the contrast between successful consumer and business marketing campaigns. Very few of the concepts that work for consumer campaigns would work for businesses. The Old Spice Man is brilliant, but it wouldn't make sense is a B2B context.

Agreed with impulse purchases which consumers do all the time. However, I still think price, habit, taste and other intangibles influence business purchases more than most would like to admit, especially with smaller companies. As well, I think B2B marketers can learn a lot from consumer campaigns, including the Old Spice one. There is no doubt they would need to be adjusted for the audience but many could be quite effective. As you said, the tools and tactics need to be applied differently.

Both sales object in the field is different, although there is overlap but because the ultimate goal, leading to the operation of the different middle inevitable difference is very big. Think of the contrast between successful consumer and business marketing campaigns. Very few of the concepts that work for consumer campaigns would work for businesses. The Old Spice Man is brilliant, but it wouldn't make sense is a B2B context.

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You are right. There are many similarities between the two. Most people do consult before making a major buying decision. I think that the only time you will find someone buying something without checking with others at some level, is when the item does not cost much.

If a man wants to buy car parts, he will probably ask another individual where they got the parts they needed. They will also consult others on the brand that they get good value and performance from.

The same applies with someone who is buying a couch or even goods at the supermarket.

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About Brendan Ziolo

Technology marketing dude who has launched several successful start-ups using the strategies and tactics outlined in this blog. You can contact me at: bziolo [at] yahoo [dot] com. more about me

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