Influence Pyramids Part 2 – why B2B is different from B2C

In a recent post, I was somewhat disparaging towards the idea of influence as a pyramid shaped hierarchy of cascading wisdom. Influence doesn’t work like that – it’s more a bidirectional conversation between influential people.

I was reminded of this by Dom Pannell in his guest post on the IIAR blog:  “an analyst only knows what she has been told”. With my influence hat on, this translates into the following “Influencers gain their influence from other influencers.” Influencers network and exchange views, and confirm or challenge their opinions.

So I was at first surprised to see that Forrester has jumped on the pyramid idea with its Online Peer Influence Pyramid.

Forrester in ‘Dodgy Analysis’ shock? But not so fast, Duncan.

Firstly, the pyramid represents number of people in each level, not a hierarchy of influence. Fair enough.

Secondly, it relates to online influence, which is part of but not synonymous with, the totality of influence in any market.*

And thirdly, it seems to refer to B2C terminology, rather than B2B cases, and indeed the research piece falls into the following categories: “Retail, Consumer Retail & CPG, Retail Marketing, Consumer Packaged Goods, Consumer Packaged Goods Marketing, Consumer Technology, Consumer Portals & Search, Consumer Software, Consumer Industries” (from the Forrester website).

It struck me that consumers buy, and are influenced, in different ways than B2B buyers. Consumers can buy spontaneously, they buy frequently, and they exchange views more frequently (on- and off-line). There’s no competitive pressure in a consumer buying a specific stereo or TV (other than temporary bragging rights).

It’s different for B2B buyers. Decisions take a long time – years, possibly. They don’t buy frequently (unless buying commodity items). And they generally don’t talk about what they’re thinking of buying, as this may disclose a competitive advantage (or some other commercial confidence).

That’s why B2B buyers go to trade shows and conferences – it’s one of the few places they can exchange information on potential purchases.

It’s also why they depend on third parties (influencers) to act as information sources and opinion validators – there’s little open discussion to engage in.

* See my recent posts on online influence, and the back catalogue of rants on a similar theme…