Investing to go from from B2B to B2B2C: Is it worth it?

April 6th, 2010

Hello readers. We’re working on a white paper on the importance of B2C marketing for some B2B companies, and we’d love your input! If you’d like to contribute, post your perspective on the following question as a comment. Thanks!

Question: Under what circumstances should a B2B company invest in consumer marketing and what are the benefits?

| Posted by Jessica Wilkerson in Perspectives

2 Responses to “Investing to go from from B2B to B2B2C: Is it worth it?”

  1. Shaine

    April 26th, 2010 at 3:48 pm

    Consumer marketing, from my perspective, should only be considered an investment priority when B2B sales are down and that corporation is able to offer consumers its goods and/or services.

    I’m no marketing expert, so I offer my comment as an entreprenuer in the enterainment magazine publishing world, where I am able to do both B2B and individual consumer ad sales.

  2. Bharath Ramasubban

    June 17th, 2010 at 9:14 pm

    It is important in this time that B2B companies also consider investing in consumer marketing to help improve lead generation by tearing down the barrier between sales people and the end consumers within buyer companies.

    Very often, traditional marketing materials don’t make it all the way to the right hands at the right time and opportunities are missed. In the new age of social media, and buyers spending so much time online, it is worthwhile to direct investments towards end users within those companies.

    For example, I have seen Manhattan Associates airing their news feeds on new account wins as well as new product features on YouTube channel and feeding it to Facebook. It creates significant awareness among social media users who are eventually working for these buyer organizations that have interest in such products.

    Also, companies like GE have used direct consumer marketing campaigns for garnering support from employees and external communities so that the US government continues to provide grants on the fighter jet program and keep the competition healthy.

    I thought some of these examples might help better explain why it is important for B2B companies to invest in consumer marketing efforts.

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