B2B And B2C – 4 Differences Every Marketer Needs To Know About

Whether you’re advertising your business or you’re an agency serving your clients, it’s vital for you to understand the key differences between B2B and B2C marketing. For both B2B and B2C audiences, marketers strive to offer the shopper an authentic and customer-centric experience. To summarise, when marketing to B2B buyers, your strategy should be focused on brand values, building long-term relationships with customers, and maintaining open communication to understand their business challenges and requirements. As a B2C company, your marketing efforts should be focused on the needs of the consumer.

However, in B2B marketing, you need to target a specific person or a small group of people within a company. With B2B, you have to sell to everyone involved in the buying decision. In B2C, you typically sell to people who are buying it for themselves, friends, family, or other members of their family. Although you are still selling a product to one person, experience shows that the difference between these two types of markets is huge.

Generally, less money is spent on B2C consumers to get the desired results. B2B sells services and products directly to other businesses while B2C caters to consumers for personal use and makes buying decisions based on emotion. Most commonly, B2B marketing (also known as business to business) focuses on purchasing decisions based on logical processes, while B2C marketing (also known as business to consumer) focuses on emotionally driven purchasing decisions.

Because they sell their products, services, or solutions exclusively to other companies, B2B marketers direct all of their marketing efforts to the people or teams who make purchasing decisions on behalf of their companies. Essentially, B2B marketing aims to satisfy the needs, wants, interests, and concerns of people who make purchases on behalf of their organisation, thereby turning the organisation into a customer. B2C businesses focus on the needs, interests, and concerns of individual consumers who shop on their own (consumer).

The customer bases of B2B and B2C companies are very different and therefore two different marketing strategies are required. Unlike B2B companies, B2C companies operate in a large-scale market and their goal is much broader.

When sales and marketing work together, B2B and B2C companies can look forward to closing more deals and achieving faster revenue and profit growth. With a deep understanding of B2B and B2C marketing strategies, you can easily apply these tactics and increase lead generation and revenue for your business. B2C and B2B marketing management approaches also differ in how they motivate shoppers.

To engage with B2B customers, marketers need to plan events such as webinars, conduct surveys, promote case studies, write e-books and white papers, and create a wealth of content that can help develop business strategies. If you are a B2B marketer, chances are you will find it difficult to communicate your product or service in an easy to understand way because you may think that your customers have certain B2B marketing expectations.

Branding is part of B2B marketing, but more often than in the B2C world, it’s done through relationship building. Instead of focusing on how a product saves consumers time, money, or effort, B2C marketing focuses on creating an emotional connection with potential customers. B2C campaigns can reach any potential customer who is interested in their product, even if that person is not theoretically a customer.

B2C companies can benefit from talking to an in-house decision maker, especially on big issues like vacations or new cars, but they don’t have to go to just one unit member to get results. B2B companies can sell the product to the CEO or business decision maker, as well as the marketer or tech person who will use the product. Companies that sell solutions serve customers who are individual consumers intent on purchasing what they offer for their own purposes.


B2B companies are more likely to want to buy services or products from an expert who understands their terminology, processes, and even the decisions they need to make during the buying process. When you turn to B2B, you will realise that companies are working hard to make the buying process easier and save time and money.

B2B (business to business) marketing involves a company whose primary customer is another company rather than ordinary consumers. Business to consumer (B2C) is a term used to describe a business relationship between a business and at least one consumer. Keep in mind that whether you are B2B, B2C or B2X, digital marketing is always a means to reach the end customer.

If you want to really granulate your campaigns, you need to understand the nuances between marketing to individual customers and business. Everything from long-term goals and branding to decision making will vary with each marketing campaign. The approach to each audience is unique, because the buying behaviour, attitudes and needs of individual consumers differ from corporate buyers.

Either way, we as marketers need to consider our end audience and ask who is buying or making the purchasing decision. We believe there is a sort of cultural demand among corporate buyers to demonstrate that they only make rational, business- oriented decisions.

The need for recognition means that no matter what business you are in, you must first determine what your target customers need. First, your target audience varies depending on the type of business you have.

Find out what your average buying cycle is and plan your marketing accordingly. You truly understand the needs of your customers and tailor your marketing efforts based on what best suits those needs.

Knowing when to use them is vital to your marketing and sales success. Marketers play an important role in product positioning, building brand/product awareness, generating leads through contests, sweepstakes, etc. 

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of The World Financial Review.