Positioning is about owning a clear, valuable space in the minds of your target customers. But that ‘space’ looks very different depending on whether you’re selling to businesses (B2B) or directly to consumers (B2C). A strategy that works brilliantly for one can fall flat for the other. We often see Australian SMEs struggle with this, trying to use the same messaging across both audiences. It’s a costly mistake.

The core difference lies in the buying process. B2C is often emotionally driven, focused on individual needs and immediate gratification. B2B, however, is typically rational, focused on return on investment, efficiency, and long-term value. This impacts everything from your messaging to your channel selection.

• Value Proposition: For B2C, highlight benefits – how your product makes life better. Think lifestyle, aspiration, or solving a personal pain point. For B2B, focus on ROI – how your solution increases revenue, reduces costs, or improves productivity.
• Messaging Tone: B2C can be playful, emotive, and brand-centric. B2B needs to be professional, authoritative, and solution-focused. Think case studies, data-driven results, and industry expertise.
• Channel Strategy: B2C thrives on broad reach – social media, mass advertising, influencer marketing. B2B benefits from targeted approaches – LinkedIn, industry events, content marketing (white papers, webinars), and direct sales.
• Decision Makers: B2C usually involves one or a few decision-makers. B2B often requires navigating a committee, each with different priorities. Your positioning needs to address all stakeholders.

Consider a software company. A B2C campaign might showcase how easy the software is to use for personal budgeting, using relatable imagery and focusing on financial freedom. A B2B campaign for the same software, targeting accounting firms, would highlight its integration capabilities, time-saving features, and ability to improve client service – backed by data and testimonials from other firms.

Successfully positioning for both B2B and B2C requires distinct strategies. Don’t try to be everything to everyone. Instead, clearly define your ideal customer for each segment and tailor your messaging, channels, and value proposition accordingly. A positioning workshop, where we help you map out these differences, is a great first step towards maximising your marketing return.