B2B marketing and B2C marketing are so different. Don’t make mistake!

9 janvier 2017

Have you ever wondered how to sell trucks to your neighbor, or what new flavor of ice cream this CEO of a large company is eager to buy? Of course not.

Because every market needs a specific approach, you need to know what is the difference between B2B marketing and B2C marketing. I have read some interesting articles on this particular subject and unveil here after the results of my work!

Difference between B2B marketing and B2C marketing from a relationship point of view

B2B customers need a lot of detailed information (rational)
B2C customers want to be seduced (emotion)

B2B customers want to build a close relationship with suppliers (relation, consultative selling)
B2C customers are products driven (transactional selling)

B2B: sales cycle is long (a few days, weeks, months or even years)
B2C: sales cycle is short (a few minutes, hours, sometimes days)

B2B: brand value is created through personal relationships and consultative selling
B2C: brand value is created through marketing communication

B2B B2C marketing mistakes

From a purchasing process point of view

B2B: long chain of decision and buying cycle (superiors, procurement, accounting departments…)
B2C: individuals make their own decision, sometimes influenced by word of mouth

B2B: the decision to purchase is driven by need and budgets
B2C: the decision to purchase is driven by emotion

B2B: sales are made face to face
B2B: sales are made through retail stores or websites

B2B B2C confused

From a content point of view

B2B: messages must be precise and professional with industry jargon
B2C: messages must be at least relatable to the majority of consumers (simpler language)

B2B: efficient message with expert voice
B2C: consumers seek deals and entertainment triggered by hunger, desire, status or cost

B2B: highly detailed content
B2C: content speaks to emotion first, through images most of the time (you can google neuromarketing)


From a marketing point of view

B2B: communication is focused on long and explicit content spread to a limited audience
B2C: communication is focused on short messages spread to a large audience

B2B: cost per sale is high with limited volume of sales
B2C: cost per sale is cheap with high volume of sales

B2B: the lifetime value (repeated sales to the same customer during a long period of time) of B2B customers is high
B2C: customers are versatile

From a social media point of view

B2B content: professional content – white papers, ebooks, blogs, webinars, infograficsContent
B2C content: viral content

B2B channels: LinkedIn, Twitter, FB
B2C channels: FB, Twitter, Instagram, Youtube

B2B goals: lead generation
B2C goals: community engagement and awareness.

Knowing these differences is very important for your marketing strategy. Are you going to work on a lead generation campaign or an advertising campaign? Which channels will you use to promote your campaigns, what will be your budget and resources?
You may also be interested in reading these articles (FR) :


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Auteur : Nicolas ROUSSEL

De formation marketing et commercial, j'accompagne depuis plus de 20 ans les entreprises technologiques dans leur développement. J'ai créé l'agence I AND YOO pour répondre aux problématiques de génération de leads en vente complexe.