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On the contrary, if we think about the website of acompany that sells B2B wood cutting machines, the user will not access the site ready to convert or with the intention of completing it. The decision-making phase preceding the action phase in this case will be rather long and elaborate. Let's also not forget that often, behind the B2B consumer there is actually a group of consumers, which makes the timing longer and more complex.
  
Motivation behind the conversion What is the motivation that drives a B2B user and a B2C user into the marketing funnel? The B2C user makes a purchase to satisfy a completely personal need as in the example in the previous C Level Contact List paragraph. On the contrary, the B2B public bases its evaluation on a business need. This is perhaps the main difference or in any case the one that allows us to best understand the behavior along the channeling process.



Relationship with the potential customer We end our article with one last important difference, which concerns the relationship with the potential customer . When we talk about B2C funnel marketing, the user will not, in most cases, need to ask customer care for assistance between the decision and purchase phase and therefore take too long. Let's think about the fashion e-commerce we mentioned befor.