Which Type of Customer Do Business Marketers Not Serve?
Business marketers primarily target other businesses, organizations, or institutions rather than individual consumers. Consequently, the type of customer that business marketers do not typically serve is the end consumer or individual customers. B2B marketing focuses on selling products or services to companies for use in production operations or resale, rather than directly to the general public.
Which Customer Do Marketers Deliberately Not Try to Serve?
Curiosity often drives us to explore the boundaries of marketing practices. When I posed the question to several of my clients, I was met with a mix of straightforward and surprisingly negative responses. Many consultants had strong preferences regarding the type of companies they would avoid working with.
Some consultants mentioned a clear preference for avoiding small companies or family-owned businesses. Others were more direct, stating their unwillingness to work with certain types of companies. What stood out was the negative attitude towards large corporate entities and government agencies. Several consultants spoke about their former corporate jobs, describing the experiences as frustrating and unpleasant, leading them to seek out alternative clients.
Common Themes and Preferred Clients
Most consultants had a specific type of company in mind when they answered. For some, the ideal client was a small business or a young startup. For others, it was a large, established company. However, one thing they all agreed on was their preference to work with companies that had problems to solve. This indicates that the most fulfilling clients are those who present challenges that the consultants can innovate and overcome.
Unlike the common perception, consultants were not interested in working on existing marketing programs or account assignments for their clients. Instead, their preference was to engage with companies that recognized the need for fresh solutions and were willing to approach their marketing challenges with a new mindset.
The Bottom Line
In conclusion, while business marketers focus on serving other businesses, there are specific types of companies they deliberately avoid. These include small businesses, family-owned companies, large corporations, and government agencies. Instead, their ideal clients are those that present complex marketing challenges and are open to innovative solutions.
Consumer marketing, on the other hand, targets individual customers and their use of products or services for personal use or for their family. This distinction highlights the divergent strategies within the broader realm of marketing, each tailored to its unique audience and goals.