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I understand the buying behavior is polar different in both the cases that reflects in the marketing process. But I am actually interested in knowing the difference between them on the product side or the areas where they overlap. Say Hubspot vs Emarsys, Intercom vs Appboy etc. Any user of such platforms is earnestly requested to share his thoughts.

  • TH

    Tyler Hakes

    over 3 years ago #

    I'm not an expert on this, so will look forward to seeing some other answers. But, at the outset, I don't think think that there is a clear divide between B2B and B2C. I think that, on a case-by-case basis, B2B and B2C companies may have different needs. As such, different MA platforms aim to meet the needs of different kinds of businesses. Sometimes their features more directly align with B2B companies and other times, B2C.

    As an example:

    B2C companies may have recurring product purchases (e.g., you buy often, over time) versus a B2B company that may have a subscription model or a one-time product purchase.

    Automating these requires different types of data collection, analysis, prediction, and automation.

    In the case of the B2C company, you may want to mine customer data to determine which triggers, intervals, or offers correlate with higher purchasing behavior. This will require you to collect data from online/website activity and possibly pair it with real-world purchase data from your POS software.

    Whereas the B2B company may be looking to integrate browsing behavior with third-party data and analytics about the person and/or their company to predict their current state within the buying journey and then deliver content via email that pushes them toward a purchase.

    These are similar mechanisms but require different underlying components and automation.

    • AS

      Ajit Singh

      over 3 years ago #

      That was a truly insightful explanation Tyler. I truly mean it. I may have missed you at " integrate browsing behavior with third-party data and analytics about the person". Could you explain this further with an example perhaps?

      • TH

        Tyler Hakes

        over 3 years ago #

        Some MAPs integrate third-party data from services like Clearbit to build a profile of users. So, if you capture their email on a piece of content on your website, they will pair that with third-party data to give you a full view of that person without them having to enter it all into a form.

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