Episode 43: B2B, B2C and account-based marketing
The difference between B2C and B2B marketing, the B2B buying process, and the ABM approach of targeting chosen companies.
An HR manager saw Neha’s post on LinkedIn: “We want to give our 80 women employees a Diwali gift.”
One order, 80 kurtis. But this customer doesn’t think like Priya. It’s a company, and companies buy differently.
The difference between B2B and B2C
| B2C (Priya) | B2B (a company) | |
|---|---|---|
| Buyer | One person | Several people (HR, finance, a manager) |
| Decision time | Minutes to days | Weeks to months |
| Basis | Emotion + price | Logic, budget, risk, process |
| Order size | ₹899 | ₹50,000+ |
| Channel | Instagram, WhatsApp | LinkedIn, email, calls, referrals |
| Relationship | With the brand | Person to person |
The B2B buying committee
User
Who will use the product.
Employees
Champion
Who brings the idea.
HR manager
Decision maker
The final yes.
HR head / founder
Finance
Budget, GST invoice, payment terms.
Accounts team
Each has a different concern: employees care about design, HR about hassle-free delivery, finance about a proper invoice.
B2B marketing tools
- LinkedIn: Neha’s founder content (Chapter 10), HR groups
- Sample kit: 3 fabric swatches + 1 kurti, to the decision maker
- Proposal deck: options, pricing slabs, timeline, customisation (logo tag, gift box)
- Case study: “Company X’s 50 kurtis, rated 4.8 by employees”
- Email follow-ups and calls
Account-Based Marketing (ABM)
Instead of marketing to everyone, personal, focused marketing to a few chosen companies (accounts).
StyleStreet: 10 Jaipur companies with 50+ women employees (banks, IT parks, hospitals, colleges).
B2B pricing and terms
| Quantity | Price/kurti | Extras |
|---|---|---|
| 25–49 | ₹799 | Gift pouch |
| 50–99 | ₹749 | Gift box + custom tag |
| 100+ | ₹699 | + size camp (trial at the office) |
Margin check: even at ₹699 the product cost is ₹380, and shipping is lower in bulk. Agree the GST invoice, advance % and delivery date upfront.
StyleStreet’s real problem
A B2B enquiry treated like B2C
On the first corporate enquiry, Neha sent the catalog link on WhatsApp and wrote “DM for bulk price”. The HR manager needed a proper quote, invoice details and a sample. Two weeks later they gave the order to another vendor.
Practical example: ABM pilot: 10 companies
| Step | Action | Result |
|---|---|---|
| List | 10 Jaipur companies, HR heads on LinkedIn | 10 accounts |
| Warm-up | Genuine comments on their posts, Neha’s story posts | 6 accepted the connection |
| Outreach | Personal message + “free sample kit?” | 4 said yes |
| Proposal | 1-page PDF, slabs, timeline | 4 proposals |
| Close | Follow-up call | 2 orders: 60 + 45 kurtis |
105 kurtis ≈ ₹81,000 revenue from 2 orders. More than a normal month’s B2C revenue.
Your mission: Build a B2B / ABM plan
For StyleStreet’s corporate gifting:
- Write the ideal customer profile for B2B (company type, size, location)
- List 10 target companies
- Write each buying-committee role’s concern
- Write a LinkedIn outreach message (personal, short, no hard sell)
- Outline a 1-page proposal
- Quantity pricing slabs + margin check
Quiz
-
The biggest difference in B2B buying?
- A. Always cheaper
- B. Several people decide, a long process, a focus on logic and risk
- C. Only Instagram
- D. No difference
Show answer
Correct answer: B. Several people decide, a long process, a focus on logic and risk
Several people inside the company have to say yes.
-
What does ABM mean?
- A. Ads to everyone
- B. Personal, focused marketing to chosen companies
- C. Affiliate
- D. An email blast
Show answer
Correct answer: B. Personal, focused marketing to chosen companies
Fewer accounts, deeper focus.
-
A corporate enquiry came in. The best response?
- A. Catalog link + “DM for bulk price”
- B. A quick call, a proper quote, a sample offer, invoice details
- C. Ignore it
- D. Quote the retail price
Show answer
Correct answer: B. A quick call, a proper quote, a sample offer, invoice details
A B2B buyer wants a professional process.
-
StyleStreet’s best channel for B2B?
- A. Instagram Reels
- B. LinkedIn + email + direct outreach
- C. TikTok
- D. Pinterest
Show answer
Correct answer: B. LinkedIn + email + direct outreach
Decision makers are on professional channels.
Output for the client project
Your project file now has a B2B Corporate Gifting Plan:
- B2B ideal customer profile
- 10-account ABM list
- Outreach + proposal templates
- Pricing slabs
- Pilot: 2 orders, 105 kurtis
Golden rule: A company isn’t one person; it’s a committee. Understand each person’s concern, make the process easy, and go deep on a few accounts.