The B2B customer is inherently a different creature to the B2C customer – no matter even if recent research shows how closely B2B buying behaviour is beginning to resemble B2C buying behaviour online. The most important difference is that when people buy anything for themselves as customers, emotionality plays a huge part, and they can afford to be impulsive without accountability. When people buy for their businesses, there is emotion for sure (like ego, professional power, career sensitivities), but customers have to put it all behind them, to be as “professional” as possible, in decision-making.
In B2B Content Marketing, where customers act as agents of a business and are accountable to others in the business hierarchy for the decisions they make (and decisions are reflected in the profitability of the company), they have to be deliberate, cautious, judicious and thorough in their choices. Rationality must rule – and every action needs a financial justification in terms of ROI. So the way brand marketers have to handle B2B customers needs an appropriately sensitive approach.