How do business marketing strategies and product marketing strategies differ?

Business marketing strategies (which are often largely owned by a corporate marketing and/or marketing strategy function) tend to address decision-makers that are more concerned with business issues than product issues. Investors are a good example of this audience, as are executive decision-makers that must sign off on enterprise product purchases. Product marketing strategies address an audience that is more technical in nature (in the case of technology products, for example) or at least is more concerned about how a given product solves their functional requirements or application.

The messaging emphasis is very different for these two audiences. The business audience cares about issues like return on investment, total cost of ownership, selecting a vendor that reduces their risk and exposure, etc. The product audience focuses more on product issues like functionality, product reliability, how one product fares versus another competitively in terms of price, performance, ... more.

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