Difference between B2B and B2C Marketing

YRSK | Published: 28-05-21
Any digital marketing enthusiast would have come across the terms B2B and B2C marketing strategies often. Both are fundamentally different despite being integral components of a successful marketing campaign. Their difference lies in the target audiences they tend to cater to – either individual customers or businesses.

Defining B2B and B2C Marketing

B2B (Business to Business) marketing refers to any marketing strategy, method, or campaign that is targeted toward a business or organization. A business that sells its products and services to other businesses employs B2B marketing strategies.

marketing strategies

On the other hand, B2C (Business to Customer) marketing refers to a marketing strategy, method, or campaign that is aimed at individual customers, consumers, and users of a company’s products and services, to attract their attention, generate leads, and increase conversions.

B2B vs B2C Marketing: Different Perspectives

Despite sharing the same technical processes and best practices, the two strategies differ significantly in terms of certain key parameters.

Customer Relationship Development

B2B marketing requires a greater focus on personal relationships to drive long-term impact and loyalty among the target audience pool. Unless they connect with their customers through best practices, cultural trends, and evolving morals close to the customers’ heart, they cannot expect to establish and develop meaningful relationships with them. As generating leads is the topmost priority for B2B businesses, referrals and repetition are highly significant to them.

Uber: B2C marketing

Uber: B2C marketing on LinkedIn

On the other hand, B2C marketing aims primarily at driving sales. Getting to know the customer is not a matter of concern, as much as focussing on the product and providing value to the buyer. Therefore, B2C marketing can be said to lay more emphasis on transactional relationships, which can be sufficiently generated and maintained using strong PR outreach skills and quality products and services.   


Brand recognition is crucial to both B2B and B2C marketing. However, for B2B marketing this is closely linked with relationship development and market position. It is important for B2B companies to closely understand and analyze the personalities they want to target within the market. Thereafter, they adjust their branding strategy around these customers. Therefore, branding takes the second precedent after relationship development. Know how to establish b2b brand’s authority in a niche.


MongoDB, a B2B Company, campaigning on Twitter

On the other hand, for B2C companies, branding is their number one priority. They focus on delivering a message to create a pool of loyal, repetitive customers with the help of a lasting impression. Clear and motivational messages are, therefore, imperative to the success of a B2C company’s marketing campaign.  

Decision-Making Process

A B2B marketing strategy focuses on open communications between businesses on both ends to arrive at a confluence that works for either party. Customers are likely to compare the services of one B2B company with another besides rational and emotional motivations. Therefore, B2B companies need to market themselves in a way that places them ahead of their competitors. At the same time, B2B campaigns must be targeted at a specific individual or small group of individuals within a business who are the decision-makers.


Decision-Making Process

For B2C companies, however, there is no such requirement for specificity in the earlier stages itself. a B2C marketer must be able to create influential campaigns at the top of the funnel to attract attention, whether or not the influenced is theoretically not the buyer. The idea is to appeal to the masses, instead of specific individuals, and rely on campaigns to eventually reach the decision-maker by influence.

Audience Targeting

Having a specific, closed-room niche, is very important for B2B marketing. This also makes it important to evaluate, analyze and understand the audience demographics qualitatively as well as quantitatively. It is very important to know who are your target audience. Advertisements can then be targeted using collated data, targeting specific keywords, demographics, and even customers through the right marketing tools. Lead generation being the foremost priority, B2B marketers need to work on a niche prospect list from the top of the funnel itself.

marketing strategies

Amazon, a B2C giant, on Instagram

This is not the same for B2C campaigns, which can work on a larger scale, with more spread-out marketing initiatives. The top of the funnel can be much wider than the eventual conversions because the idea is to create a lasting impression first.

Target Audiences Matter

The biggest factor that determines effective marketing is your audience. If you are not directing your promotions and advertisements to the right buyer persona, they are likely to fail in producing optimum results.

We have seen how the two prime categories of target audiences – individual customers and businesses – can dictate marketing methods and tactics completely. As a business, it is essential to understand your specific needs and employ those strategies and tactics that work best for you.