What are the different things that you might consider when creating an e-marketing for "Business to Business" and "Business to Consumer" customers? I have been tasked with creating an online marketing strategy for a single company which has two separate lines of business, to trade and direct to customers. They currently have two very similar websites to cater for the different markets but I feel that the different lines of business might require different website features and marketing considerations. What are some differences that I might be able to implement?
Depending on your company's branding, you may consider doing 2 totally different looks. The last thing you want is your B2B customers looking at the B2C website thinking your scope has changed and vice versa. Write a list of what each side is offering and work around that list, something i always do in my marketing is put myself in the end users shoes. I.E. what would i like to see on a site if i was looking B2B, or what would i like to see on a website if i was going to buy something. Then i take what i want and mix it with what Joe Public wants and Tada ~The Man Said TaDa
B2B Marketing is inherently more problematic than B2C in my experience. Here's a good article I found recently on some of the issues and how to combat them.