B2B2C Marketing in Crypto: Finding the Sweet Spot
Recently, I shared a post about the differences between B2B and B2C marketing funnels. (B2B vs B2C Marketing Funnels: Key Differences in Strategy)
Afterward, I received a question about how this applies when you have to address both at once, especially in Web3.
Balancing marketing between businesses and individual users can be challenging, but getting it right is crucial. If you tilt too far toward business partners, you miss out on directly engaging with end users. But if you focus too heavily on individuals, you might overlook the scale and growth opportunities partnerships offer.
Here are key approaches I’ve found effective in balancing these two audiences:
- Tailor Your Messaging: Businesses want to understand integration, scalability, and clear outcomes. Keep your communication direct and concise when addressing them. End users, however, prefer simplicity, relatable examples, and obvious benefits. Craft your user-facing messages accordingly to ensure easy understanding and engagement.
- Leverage Partner Networks: Your business partners typically have their large communities. Tap into this by collaborating on joint AMAs, co-creating guides, or even running campaigns together. The goal is to genuinely collaborate and create shared value, not just ask for a shout-out.
- Distinct Rewards: Different incentives appeal to businesses and individual users. Partners usually value metrics, shared growth, or enhanced visibility. End users appreciate easy-to-grasp benefits like rewards, seamless onboarding experiences, or real-world perks.
Finding this balance isn’t always straightforward. Sometimes, messages that resonate perfectly with businesses miss the mark with users, and vice versa. It’s an ongoing learning process.