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#201 April Dunford: The Marketing Expert
The Knowledge Project with Shane Parrish
Difference Between B2B and B2C Positioning
B2B and B2C positioning differ fundamentally in how value is perceived and communicated. In B2C, value can be subjective and emotional, with consumers making purchases based on personal preferences, aesthetic appeal, or social perceptions. Conversely, B2B value is more pragmatic, focusing on objectively measurable benefits such as revenue generation or cost savings. The buying process in B2B involves multiple stakeholders, each with different concerns and stakes; decisions are made collectively, which elevates the pressure on the individual making the recommendation. This necessitates a well-articulated business case to justify purchases, as the decision-maker must ensure accountability and avoid negative repercussions in their role. Thus, B2B positioning requires clarity in demonstrating how a solution will contribute to the business's financial goals, avoiding reliance on subjective factors in the justification of the choice.
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