B2C Marketing

B2B Marketing
B2B marketing takes place when a business sells its products and services to other businesses. B2B marketing includes marketing to businesses that conduct business for a profit and to those organizations that have a non-profit charter. Business purchase decisions, unlike consumer decisions, tend to require more planning and a more complex, formal purchase decision process.
B2G Marketing
B2G marketing refers to businesses that sell their goods and services to government agencies. A major difference as compared to B2B and B2C is that in the B2G model, companies generally respond to requirements published by a certain government entity through a structured bidding process. This bidding process can take place online in real time and can be highly competitive. For example, as part of a bid a company may publish its “Statement of Capabilities,” which describes the company’s products and services pertinent to the government project. A company may also include a “Proposal of Service” which refers to specific information in the request for proposal (RFP) or request for information (RFI). B2G sales and marketing is sometime referred to as public sector marketing. The buying cycle for B2G can be quite long—measured in years, as compared to several months for B2B, or a day to several weeks for B2C. The B2G marketer must understand and comply with bid specifications, compliance regulations, and applicable laws. This sometimes means the B2G marketer may not have personal interactions with agency contacts needing the products or services detailed in the bid, until the bid is awarded by the contracting officer. The bidding process can vary significantly between local, state, and federal government entities. To summarize, similarities across all marketing strategies—B2C, B2B, and B2G—include:- Marketing consists of messaging to people.
- Marketers must know their customers or clients, how to segment the market into meaningful audience groups, and how to reach the target audience with informational and promotional messages.
- Marketers must know the difference between absolute needs and discretionary purchases, and understand their clients’ options to fulfill those needs and wants.
- Marketers must build and nurture their brand.
- The focus on a particular role of the person:
- B2C marketers market to the person as consumer;
- B2B marketers market to the person as a business decision maker or influencer;
- B2G marketers market to the person as a government contracting officer or representative, or government program manager.
- The purchase decision for B2C is less complex than the process that goes into selling and marketing B2B or B2G because of the number of people involved in the purchase process, and the need to understand and comply with organizational processes for requesting, approving, procuring, and paying for purchases.
- Typically, the buying process is shortest for B2C, longer for B2B, and longest for B2G.
- Unlike B2C and B2B marketing, in the B2G marketing model businesses generally respond to requirements published by a certain government entity through a public, structured bidding process.
ABOUT CATMEDIA:
CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).Stay Connected with CATMEDIA: For more information, please visit CATMEDIA.com Like us on Facebook Follow us on Twitter