September 2024

B2B Vs. B2C: How to Navigate Marketing as a Horticulturist

Regardless of your expertise in the horticulture industry, determining whether to function as a B2B or B2C company drives nearly every operational incentive. While you can wear both hats in some situations, you’ll likely lean toward one specific market audience.

Regardless, from a marketing perspective, you’ll need entirely different methods for each client base. Business connections are a bit particular, requiring ample relationship-building, research-driven data, and cold facts. Conversely, you can be more loosey-goosey with B2C, incorporating personality and emotion as a selling point.

Still, your approach should always be active and flexible. Company relations change, customers evolve, and the industry ultimately sets the tone. Adaptable marketing endeavors will enhance your brand, and the successful revenue harvest will be worth the effort.

What Is B2B?

Business-to-business (B2B) describes brands that work with other industry entities. A B2B company provides services that solve challenges specific to a niche craft (e.g., cultivation, olericulture, research, etc.). Thus, their marketing methods cater to these issues, needs, and interests, illustrating why their company is the best solution.

Here are a few examples of a B2B company:

Content marketing agencies writing blogs for businesses (like us!)
Office supply manufacturers selling products to companies
Law firms servicing larger corporations
SEO specialists offering site monitoring services to online retailers

What Is B2C?

Business-to-customer (B2C) exists on the opposite side of operations. B2C brands focus on meeting the needs of separate buyers rather than an entire organization. Unlike a B2B company, B2C works with significantly larger demographics, not one highly distinct market. Imagine your favorite online garden supply website or home improvement store.

Here are a few examples of a B2B company:

Garden stores selling supplies to local residents
Online retailers servicing individual customers
Subscription streaming services offering viewers on-demand movies
Audio streaming apps with podcasts and music for listeners

B2B Vs. B2C Marketing: 7 Major Differences

Both B2B and B2C marketing serve one purpose but involve different practices. While each aims to increase brand loyalty and revenue, businesses must tailor content strategies according to customer preferences, pain points, and educational goals.

So, what do these marketing techniques look like in action? Let’s explore the seven main differences between B2B and B2C marketing.

1. The Importance of ROI

Businesses want to know precisely how each expenditure will increase their bottom line. For example, dispensaries are interested in which cannabis strains will attract the most customers. In turn, a commercial cultivator would develop a content marketing strategy to educate potential clients on why their product can increase revenue via X, Y, and X.

Conversely, a regular Joe doesn’t care about ROI when buying a spade from Lowe’s (unless that investment refers to an awesomely dug hole). Therefore, B2C brands may reference how their services improve life instead of money-related pursuits.

2. Education Vs. Entertainment

In many cases, B2C content helps meet entertainment and emotional needs. A creator may form a strategy around recent trends, such as TikTok dances, Instagram memes, or pop culture. Similarly, brands may utilize short-form video marketing to boost engagement and retention rates, as many online users prefer easily digestible visual information.

On the other hand, companies seek education and professional development through media consumption. B2B brands often publish evidence-heavy articles, ebooks, or industry updates to honor these priorities while establishing expertise and relevancy. Thus, they build a reputation as reliable wisdom resources and service providers.

3. Details, Details, Details

B2B customers crave technicality, in-depth analyses, and minutiae—they want to hear the nitty-gritty about a specific topic.

Let’s say a pest control manufacturer writes an ebook about how their product controls aphid infestations. This publication would likely include general information about aphids, their life cycle, and their impact on yield. The following How-To application guide instructs users on proper aphid maintenance and crop health. In conclusion, readers feel fully equipped to apply X brand products in their facilities.

B2C customers like terseness and straight-to-the-point content. They may want the same solution as a B2B entity but fast.

For instance, an at-home gardener may gravitate toward an infographic with step-by-step instructions rather than a 20-page manual. They see aphids and think, “I must protect my precious plants NOW!” How an aphid reproduces in commercial settings is likely the last exciting thing to them at that moment.

4. Communication Levels

B2B brands rarely, if ever, communicate directly with the “big wigs.” Instead, they typically interact with departments like marketing, accounting, or customer-relation teams. These groups use buying power on behalf of the organization to satisfy defined objectives (e.g., building social media presences, sourcing farm equipment, etc.).

Inversely, B2C consumers make purchases independent of administrative influence. They have their goals in mind and want solutions specific to their issue. Accordingly, B2C brands can sometimes produce less content to secure sales. Individual consumers may buy something based solely on one article, while businesses want more evidence to support their decisions.

5. Short Vs. Long-Lasting Relationships

Companies want to avoid switching providers as much as possible. Consistency is critical to operational success, and having sustained relationships with service suppliers helps establish this uniformity. Ergo, B2B brands nurture deep-rooted relationships with clients through marketing efforts.

A B2B company may issue regular newsletters to provide customers with continuous education, updated product applications, or industry trends. This method further develops experience, expertise, authority, and trustworthiness (EEAT), thus strengthening loyalty and retention. B2B brands also maintain steady contact with clients.

Relationship-building can still benefit B2C brands in terms of attracting frequent buyers. Nevertheless, most customers make one-time purchases according to situational needs, such as a broken lawnmower, overgrown hedges, or wilting flowers. They seek a product or service to solve the issue and avoid the same in the future.

6. To Be or Not to Be Technical

As mentioned, B2B brands craft content for industry leaders and professionals. These companies understand their market from numerous years of experience. They consume media akin to this mastery, meaning technicality is a necessary B2B feature. Brands must show equal or higher comprehension through publications to stay relevant and valuable.

Dissimilarly, advanced terminology and trade jargon probably deter your dear Aunt Sally. She meanders online, looking for simple, user-friendly, and elementary answers to her burning questions. Her idea of digestible media certainly doesn’t include the science behind what causes root rot. She probably prefers short-form blogs or YouTube tutorials catering to beginners.

7. Emotional Factors

B2C customers enjoy content that elicits an emotional response. They like hearing about how someone “just like them” had a “life-changing” experience after using a product or service. They laugh at funny memes announcing an upcoming webinar or cry during an inspirational testimonial. As a result, B2C marketing often incorporates a more “human” tone, hoping to seal the deal via vibrant connections.

Most B2B decisions are strictly business-oriented. Representatives can’t simply rely on gut instinct when investing thousands, if not millions, of dollars into a brand. Still, they’re not robots—they may still giggle at the same meme. Consequently, B2B content should primarily focus on education while incorporating light emotive elements.

But, Can B2C & B2B Marketing Overlap?

The line between B2B and B2C marketing is not definitive compared to other business operations. Some brands may need two strategies employing different methods to draw customers.

For reference, a florist isn’t suddenly going to offer fashion consulting as a side gig. However, they may simultaneously service commercial entities and individuals, making creating B2B and B2C content necessary. One email campaign may deliver research findings to B2B customers, while another offers B2C subscribers a recap of a recent promotional event.

Which Approach Is Right for My Company?

Naturally, marketing methods may adjust as your business grows or objectives change. Perhaps contrary to popular belief, you don’t need to pigeonhole yourself to one specific approach. Depending on seasons, revenue, and other factors, you may find operations slipping toward B2B over B2C (and vice versa). Simply rolling with the punches is better than fighting to stay in one domain!

In the End, Everything Comes Down to the Customer

Ultimately, B2B and B2C brands share the dream of obtaining long-term marketability, relevance, and loyalty among customers. Methods may differ and intersect, but the goals remain stagnant. Either way, customer satisfaction is the determining success factor—keep this point in mind as you envision your next campaign!