I\u2019ve always found Cutco\u2019s business model fascinating. If I had to try and sell kitchen cutlery door to door, knives wouldn\u2019t be my first choice (for various reasons). So say what you will about Cutco\u2019s high school and college sales reps\u2014they they know how to sell knives. <\/span><\/p>\n The fact that Cutco\u2019s business model holds up at all is a testament to their targeted marketing. They know they\u2019re a B2C knife company\u2014they\u2019re the only one I can think of\u2014and so they market their knives differently than B2B knife brands like Shun or Zwilling that sell directly to stores.<\/span><\/p>\n Which brings us to the topic of this blog post.<\/span><\/p>\n Marketing of all kinds has only one goal: sales.<\/span><\/p>\n The strategy used to achieve those sales, however, differs when marketing to other businesses versus directly to consumers. While B2B marketing is more relationship driven, B2C marketing is more product driven, and these factors need to be taken into consideration when creating a comprehensive framework and strategy. <\/span><\/p>\n Who are you talking to, again?<\/b><\/p>\n As we\u2019ve talked about <\/span>before<\/span><\/a>, finding your ideal voice is crucial to business success. Your B2B voice should probably be mature, professional, and knowledgeable. When writing for businesses, you have to consider all of the people you need to sell your product to before reaching the decision-maker. This can include managers, directors and even the C-suite. <\/span><\/p>\n On the other hand, your B2C voice could be very colorful or conservative depending on who you\u2019re targeting. After all, there are a lot more individual customers out there than there are businesses. Keep in mind that when writing for consumers, you\u2019re typically only talking to one person\u2014the decision-maker.<\/p>\n Are you speaking their language?<\/b><\/p>\n The right content types differ for B2B vs.\u00a0B2C marketing strategies as well. <\/span><\/p>\n In B2B marketing, longer, more technical pieces fare better than the personable, pithy pieces that are staples of B2C writing.<\/span><\/p>\n In fact, according to research from the <\/span>Content Marketing Institute<\/span><\/a>, the most popular content marketing methods for B2C brands are:<\/span><\/p>\nMarketing to B2B vs. B2C<\/span><\/h3>\n