In B2B marketing, the way of making purchasing decisions is also different, especially when we are dealing with larger organizations and technological products used in production processes (e.g. digitization or robotization of production lines) or IT solutions that influence the automation of processes and management of selected areas of the company's activities (e.g. ERP or CRM systems).
The basic difference results from the fact that in such cases, more people participate in the decision-making process, most often representing different departments or cells in a given organization, who verify the validity of using a specific solution from their perspective. This is why, among other things, B2B marketing uses tactics related to segmentation, advanced personalization and ABM marketing , in order to reach specific people from the "buying committee" with a separate, individual message.
The decision-making process in B2B is also much longer. In the forex data case of advanced product solutions, as mentioned above, dedicated to global organizations, this process can take months, and sometimes even several years.
Other factors also influence the final purchase decision. In the case of more complex solutions, price is not always a key factor. Attention is paid to the conditions and method of implementation, the principles of after-sales care and service, the quality and durability of product solutions and the terms of the guarantee.
In the case of B2C marketing, the decision-making process is usually very short, and purchase decisions are made quickly, often under the influence of emotions caused by product advertising or the opinions of other consumers associated with a given brand. The price and delivery time of a specific product also play a decisive role.