Some marketers believe B2B and B2C marketing are similar in that the ultimate goal is the same – to get the prospect to feel some sort of emotion and then be motivated to act. Others, believe B2B and B2C marketing are polar opposites – how consumers buy a pack of gum and how executives buy enterprise software are largely more different than it is the same. If both of these things are true, how do marketers manage this disconnect? The answer is in the execution.

In both cases we’re marketing to people and an emotional connection is essential. The fundamental principles apply either way. However, when you look a little deeper, there are also some undeniable differences that affect how we market differently to each:

  • B2B typically involves selling to many; B2C is more often one to one.
  • B2B buyers require in-depth information and a closer relationship than B2C buyers.
  • The B2B purchasing process is more involved and the sales cycle is much longer than for B2C.
  • A B2B relationship is typically longer term than a B2C relationship.

 The Bottom Line

So are B2B and B2C marketing more similar or more different? We think while the fundamentals are basically the same, there are major differences in execution and tactics. Both are about influencing people and their buying decisions, but because of the complexity of B2B buying cycle, B2B marketing requires a more intricate and process-driven approach. Here are some key areas of difference and while these are not always cut and dry, generally these differences hold true.

B2B B2C
Messaging Value, service, trust Price, product, emotional satisfaction
Content Preferences Educational, proof points, solution selling/problem solving Short, simple to absorb, entertaining and sharable
Content Types White papers, ebooks,  case studies, webinars, videos Digital ads, visual content and videos, contests, user generated content
Social Media Channels LinkedIn, Twitter, Facebook Twitter, Facebook, Instagram, YouTube

Conclusion

Although the methods of advertising, promotions, and publicity are the same, B2B and B2C use different marketing strategies and tactics. Knowing your target audience, developing an appropriate marketing message, and using the right channels for your message is important to both, but how you approach each of these is very different depending if you’re selling to a business or a consumer.

Have you worked in one of both of these marketing environments? Tell us what you think about the similarities and differences.

Mary Zinn

Mary Zinn is our Purveyor of Possibilities.
You can read more from her on LinkedIn.

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