September 30, 2022 – 7 minute read

Key Differences Between B2B and B2C

B2B, B2C, Digital Marketing, Thought Leadership

Are you using the correct marketing techniques to reach your intended audience online? Know the differences between marketing to a business and marketing to a consumer. Here’s what-to-know to ensure that your business is optimizing ad and campaign spends on digital platforms.

Business-to-business (B2B) marketing is a technique in which a business markets a service or product to another business (e.g. a digital service company that generates demand from other businesses for its eCommerce integration solutions). Meanwhile, business-to-consumer (B2C) marketing is a technique where a business focuses on targeting a direct consumer or customer to sell its products or services to (e.g. the eCommerce shop that creates content and campaigns that aim to sell clothes directly to the customer).

The digital market is buzzing with competitive campaigns – don’t waste ad spends on marketing to the wrong audience! Although there are general tactics that apply to B2B and B2C marketing, there are different approaches and strategies between the two techniques that will help your business reach prospects and generate leads at scale.

Decision-Making Behaviors

In B2B marketing, businesses use logical reasoning before making a purchase because they must understand how the product or service will support their company. However, in B2C marketing, consumers are quicker to buy based on emotion and impulse because they are heavily influenced by marketing ads and content.


Niching down on a specific audience or industry is a priority in B2B marketing to gain leads and find potential clients. Brand awareness towards a business’s prospective audience is crucial. Meanwhile, B2C marketing requires brand recognition to reach consumers and sell products at scale. Creating a strong brand that facilitates consumer engagement is a priority for B2C marketing.

Relationship Development

In B2B marketing, building personal and long-term relationships with partners and customers is essential for growing a business and increasing ROI. However, in B2C marketing, short and efficient marketing relationships with prospects and consumers are best for creating quick campaigns and advertising solutions.

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