B2B stands for business to business – that is, the area in which a business sells goods or services to other companies. B2C or business to customer is an area where a business sells its product to an ordinary person. For example, an online store of board games.
Although they say that in B2B decisions are made by “also living people”, but the specifics of the niche still leaves its mark. After all, consumers in both segments are quite different:
Because of this, both sales funnels and how leads will warm up at each stage will differ.
In B2C, decisions are made faster on average, unless it is about buying expensive goods: apartments, cars. Therefore, there are not so many intermediate stages here. In B2B, a product or tool is often chosen by several top managers at once. And they approach the choice more carefully, they need additional data. Therefore, there are more intermediate stages: a commercial offer has been made, a preliminary calculation has been made, negotiations are underway, an estimate has been drawn up, etc.
Sales funnel example
In B2B, a product or service can be quite complex. Therefore, at the upper stages of the funnel, it is important to convey in an understandable language the advantages of the offer and how it works. This is important to consider when setting up ads, writing explanatory blog posts, etc.
In B2B, there may be a separate funnel for Singapore Email List working with partners. For example, Ringostat has this cooperation with digital agencies and freelance promotion specialists.
If you offer useful content, then in B2C it is intended for the user personally. For example, a beauty salon may send a newsletter about how to remove gel polish at home. In B2B, a lead magnet should be professionally useful.
Above, we have already talked about a typical sales funnel for ecommerce, so now we will analyze a more non-standard and complex example. Ringostat is a B2B SaaS . We are a platform for call tracking, telephony and end-to-end analytics. We can say that this is a rather narrow area in which there are no dozens of sales per day. Plus, this is a technical product, and the non-target audience does not always understand how it works.
All this affects the features of the sales funnel
At the “orbit” of the sales funnel is our target audience – business owners, PPC specialists, digital agencies. We attract them with the help of contextual advertising, SEO, blog articles, publish materials on the resources they read.
From all these promotion channels, a potential client gets to a website or landing pages dedicated to our promotions or ratings. On the site, we explain in detail how each of our products works and what benefits they bring. Also, the user can subscribe to our newsletter with useful blog articles. You can do it too – follow the link.
In order for the user to move from the previous stage of the funnel to the next one, we use CTA elements. For example, buttons and inscriptions offering to perform a target action. We also provide a maximum of channels for communication with us – telephone, callback form, instant messengers, etc.