{"id":9876,"date":"2021-01-05T14:22:58","date_gmt":"2021-01-05T14:22:58","guid":{"rendered":"https:\/\/www.sanzza.com\/?p=9876"},"modified":"2024-12-03T09:43:12","modified_gmt":"2024-12-03T09:43:12","slug":"principais-diferencas-entre-marketing-b2b-marketing-b2c","status":"publish","type":"post","link":"https:\/\/prisma.sanzza.eu\/?p=9876","title":{"rendered":"Conhe\u00e7a as principais diferen\u00e7as entre Marketing B2B e Marketing B2C"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9876\" class=\"elementor elementor-9876\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-764a8a5e cont-post elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"764a8a5e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10eebd77 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"10eebd77\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fddc4a8 sc_fly_static elementor-widget elementor-widget-image\" data-id=\"fddc4a8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1.jpeg\" class=\"attachment-full size-full wp-image-9881\" alt=\"marketing-b2b-marketing-b2c\" srcset=\"https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1.jpeg 1600w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-300x200.jpeg 300w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-1024x683.jpeg 1024w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-768x512.jpeg 768w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-1536x1024.jpeg 1536w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-370x247.jpeg 370w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-840x560.jpeg 840w, https:\/\/prisma.sanzza.eu\/wp-content\/uploads\/2021\/01\/marketing-b2b-marketing-b2c-1-410x273.jpeg 410w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fb7823d linkpreto sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"3fb7823d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><b>O Marketing Digital \u00e9 fundamental para gerar, nutrir e converter leads em clientes, mas infelizmente n\u00e3o existe uma \u201cchapa 5\u201d que possa ser aplicada indiferenciadamente em qualquer tipo de neg\u00f3cio. Por isso, antes de come\u00e7ar a impulsionar a sua empresa na Internet, deve atender \u00e0s principais diferen\u00e7as entre Marketing B2B e Marketing B2C, j\u00e1 que n\u00e3o adianta possuir um excelente produto\/servi\u00e7o e publicar conte\u00fados relevantes sobre ele\u2026 se estes n\u00e3o chegarem at\u00e9 \u00e0s pessoas certas, n\u00e3o \u00e9 verdade? Pois conte\u00fados para B2B (Business to Business) destinam-se a empresas e conte\u00fados para B2C (Business to Consumer) a consumidores finais. Mas as diferen\u00e7as n\u00e3o se ficam por aqui! Continue a ler!<\/b><\/h3><h2>Principais diferen\u00e7as entre Marketing B2B e Marketing B2C<\/h2><p><span style=\"font-weight: 400;\">Tendo em conta que o Marketing\u00a0&#8211; seja <\/span><strong><a href=\"https:\/\/www.sanzza.com\/servicos\/marketing-digital\/\">Marketing Digital<\/a><\/strong><span style=\"font-weight: 400;\"> ou tradicional &#8211; tem por objetivo gerar valor para um p\u00fablico ao longo de toda a jornada do cliente, \u00e9 natural que existam v\u00e1rias diferen\u00e7as entre Marketing B2B e Marketing B2C. O primeiro comunica com empresas no sentido de gerar leads qualificadas, reduzir custos e aumentar a receita. Pelo contr\u00e1rio, o segundo comunica com as massas com o intuito de responder aos seus desejos e necessidades atrav\u00e9s de relacionamentos positivos e duradouros que resultem em convers\u00f5es de vendas. Logo, antes de encetar a sua estrat\u00e9gia, \u00e9 importante compreender bem as caracter\u00edsticas espec\u00edficas do seu Marketing Digital para n\u00e3o falhar a meta, j\u00e1 que o p\u00fablico B2B t\u00eam expectativas diferentes do p\u00fablico B2C, como vamos ver de seguida!<\/span><\/p><ul><li><h3>P\u00fablico-alvo<\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">N\u00e3o seria poss\u00edvel come\u00e7ar esta lista sen\u00e3o pela principal diferen\u00e7a entre Marketing B2B e Marketing B2C: o p\u00fablico-alvo! Ora, no primeiro \u00e9 uma empresa ou pessoa jur\u00eddica e no segundo, uma pessoa f\u00edsica ou cliente final, pelo que as estrat\u00e9gias a adotar a n\u00edvel de Marketing ter\u00e3o de ser obviamente diferentes. Estes dois grandes grupos de consumidores s\u00e3o distintos e h\u00e1 que entender os seus desejos e necessidades para definir as melhores a\u00e7\u00f5es de comunica\u00e7\u00e3o e venda.<\/span><\/p><ul><li><h3>Desejos e necessidades do p\u00fablico-alvo<\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Os desejos e necessidades dos clientes B2B e clientes B2C s\u00e3o diferentes. Grosso modo, enquanto que os primeiros s\u00e3o mais exigentes a n\u00edvel de qualidade e efic\u00e1cia (querem informa\u00e7\u00f5es sobre cr\u00e9dito, prazos de pagamento, datas de entrega e afins), os segundos valorizam mais o pre\u00e7o do produto\/servi\u00e7o e a possibilidade de comprar com desconto.\u00a0<\/span><\/p><ul><li><h3>Decis\u00e3o de compra<\/h3><\/li><\/ul><p>A decis\u00e3o de compra dos clientes B2B \u00e9 mais ponderada e demorada, enquanto que os clientes B2C podem dar-se ao luxo de comprar por impulso! Assim, as estrat\u00e9gias de Marketing Digital (e convencional) t\u00eam de ser diferentes e atender ao valor de compra em causa. Enquanto as empresas \u2014 que t\u00eam um poder de aquisi\u00e7\u00e3o maior \u2014 n\u00e3o se deixam guiar por emo\u00e7\u00f5es porque a compra tem um valor substancial, os clientes finais \u2014 com um poder de aquisi\u00e7\u00e3o menor \u2014 s\u00e3o alvo de emo\u00e7\u00f5es j\u00e1 que a compra tem um valor mais reduzido (salvo exce\u00e7\u00f5es como a compra de uma casa). Al\u00e9m do mais no Marketing B2B a jornada do cliente e o ciclo de venda \u00e9 maior e passa por v\u00e1rios decisores, pelo que aqui se dever\u00e1 usar mais conte\u00fados. E, conte\u00fados mais aprofundados que no Marketing B2C, onde consegue chegar de forma mais imediata e direta ao decisor.<\/p><ul><li><h3>Relacionamento com o cliente<\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Qualquer estrat\u00e9gia de Marketing implica a constru\u00e7\u00e3o de relacionamentos positivos e duradouros com clientes, mas no Marketing B2B o relacionamento tem de ser bem mais personalizado que no Marketing B2C, e incluir informa\u00e7\u00e3o constante e fidedigna sobre o produto\/servi\u00e7o em causa de modo que o cliente empresarial se decida pela compra. No caso dos clientes B2C, como compram uma unidade (ou menores quantidades) o relacionamento tem de ser privilegiado, mas n\u00e3o precisa de ser suportado por informa\u00e7\u00e3o t\u00e9cnica ou dados estat\u00edsticos que comprovem a real efic\u00e1cia de um produto\/servi\u00e7o. Ou seja, em ambos os casos \u00e9 necess\u00e1rio mostrar o valor da oferta, mas no Marketing B2C se o cliente se identificar com a marca ou ler recomenda\u00e7\u00f5es de outros clientes\u2026 considera a compra!<\/span><\/p><ul><li><h3>Comunica\u00e7\u00e3o<\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">A comunica\u00e7\u00e3o com o cliente tem de ser diferente em Marketing B2B e B2C. Independentemente de se usar (ou n\u00e3o) os mesmos canais offline e online, no primeiro caso o processo de comunica\u00e7\u00e3o deve ser diferenciado j\u00e1 que se pretende atingir um nicho, atrav\u00e9s de uma segmenta\u00e7\u00e3o apertada com conte\u00fados muito espec\u00edficos. No segundo caso, o processo de comunica\u00e7\u00e3o \u00e9 mais massivo (salvo raras exce\u00e7\u00f5es) e pode ser assente em conte\u00fados mais ligeiros, \u00fateis e partilh\u00e1veis para uma segmenta\u00e7\u00e3o mais ampla.<\/span><\/p><ul><li><h3>Canais de comunica\u00e7\u00e3o<\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Quanto aos canais de comunica\u00e7\u00e3o, \u00e9 verdade que podem ser iguais em Marketing B2B e B2C, mas tamb\u00e9m se pode dar o caso de ter de atender aqui a algumas diferen\u00e7as, dependendo da sua \u00e1rea de atua\u00e7\u00e3o e na medida em que no primeiro caso (B2B) pode, por exemplo, ter de privilegiar canais de relacionamento mais estreitos como loja f\u00edsica,\u00a0 LinkedIn e blog. No segundo caso (B2C), Facebook, Instagram, YouTube, E-mail Marketing e lojas online podem ser os canais preferidos. Portanto, antes de escolher os canais de comunica\u00e7\u00e3o que vai usar nas estrat\u00e9gias de Marketing da sua empresa, atenda \u00e0 especificidade do seu produto\/servi\u00e7o e perfil do p\u00fablico-alvo.<\/span><\/p><ul><li><h3>Venda<\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Basicamente, no Marketing B2B o volume de vendas \u00e9 grande, mas o n\u00famero de clientes \u00e9 pequeno, ao passo que no Marketing B2C acontece o contr\u00e1rio: mais clientes, menos volume de compras. Isso significa que nas suas estrat\u00e9gias de Marketing deve levar em linha de conta se o cliente compra um produto para consumo pr\u00f3prio ou se compra um volume consider\u00e1vel de produtos.<\/span><\/p><p><span style=\"font-weight: 400;\">Em conclus\u00e3o, o Marketing B2B ter\u00e1 um custo de aquisi\u00e7\u00e3o de cliente superior ao Marketing B2C e exigir\u00e1 estrat\u00e9gias altamente segmentadas, claras e eficientes, como:<\/span><\/p><ul><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Conte\u00fados assentes em dados estat\u00edsticos.\u00a0<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fatores que comprovam o retorno sobre investimento.\u00a0<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Testemunhos de outros clientes.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">J\u00e1 o Marketing B2C precisa de conseguir atingir o maior n\u00famero de pessoas poss\u00edvel, usando a\u00e7\u00f5es mais massivas para encetar relacionamentos e obter convers\u00f5es, como:<\/span><\/p><ul><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gest\u00e3o de redes sociais.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Aproxima\u00e7\u00e3o no ponto de venda.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Marketing de Conte\u00fado.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A\u00e7\u00f5es promocionais de fideliza\u00e7\u00e3o.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recomenda\u00e7\u00f5es.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Em ambos os casos, Marketing B2B ou Marketing B2C, a <\/span><strong><a href=\"https:\/\/www.sanzza.com\/\">ag\u00eancia Sanzza<\/a><\/strong><span style=\"font-weight: 400;\"> estar\u00e1 aqui para o ajudar a conquistar e reter clientes atrav\u00e9s das melhores a\u00e7\u00f5es de Marketing Digital para a sua empresa. <\/span><strong><a href=\"https:\/\/www.sanzza.com\/contactos\/\">Contacte-nos!<\/a><\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>O Marketing Digital \u00e9 fundamental para gerar, nutrir e converter leads em clientes. Por isso, antes de come\u00e7ar a impulsionar a sua empresa na Internet, deve atender \u00e0s principais diferen\u00e7as entre Marketing B2B e Marketing B2C.<\/p>\n","protected":false},"author":1,"featured_media":9883,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1,1850,1852],"tags":[463,1378,465,1379,1380,1381,1279,377,1382,1383,1384,285,1385,1386],"class_list":["post-9876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-comunicacao","category-marketing-digital","tag-b2b","tag-b2c","tag-clientes-b2b","tag-clientes-b2c","tag-diferencas-entre-marketing-b2b-e-marketing-b2c","tag-estrategia-de-marketing","tag-estrategias-de-marketing","tag-marketing","tag-marketing-b2b","tag-marketing-b2b-e-b2c","tag-marketing-b2c","tag-marketing-digital","tag-publico-b2b","tag-publico-b2c"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Principais diferen\u00e7as entre 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