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B2B and B2C marketing – is there really a difference between the two? While it’s easy to simply lump all types of marketing into one category, this will not benefit you when it comes to implementing marketing strategies. In fact, knowing the difference and identifying if your business falls into the category of B2B and B2C can make all the difference for the marketing success of your business. In this article, we settle once and for all what the difference is between B2B and B2C marketing and which category your business falls into.

Definition: B2B Marketing 

Simply put, B2B means business to business. This means that B2B businesses are companies that operate by selling their products or services to other businesses. Some great examples of modern day B2B businesses include Amazon Business, Dropbox, General Electric, Xerox and WeWork. B2B also includes companies that sell recruitment services and software, as well as marketing services that offer content strategy, SEO, lead generation and social media services.

Business News Daily tells us more on how B2B marketing works: 

“As the name suggests, business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers. In broad sense, B2B marketing content tends to be more informational and straightforward than B2C. This is because business purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact. Return on investment (ROI) is rarely a consideration for the everyday person — at least in a monetary sense — but it’s a primary focus for corporate decision makers.”

Definition: B2C Marketing

B2C stands for business-to-consumer, which is the process of businesses selling products directly to consumers. B2C businesses are a large part of our everyday lives, and include major retailers where we make our everyday, personal purchases. This includes supermarkets, clothing stores and online retailers such as Amazon. 

LinkedIn Marketing Solutions breaks down B2C marketing:

“Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people: creating, advertising, and selling products for customers to use in their everyday lives. There are many differences when it comes to B2C marketing and B2B. Some of the most important distinctions include the purchasing and sales process, decision-makers involved, and cost of purchases.”

Differences Between B2B and B2C Marketing

Now that we know the definitions of B2B and B2C marketing, what are the differences? Simply put, B2B marketing focuses on rational arguments that are associated with business decisions, while B2C marketing is rooted in emotional, personal decisions.

1827 Marketing takes us through some of the most commonly cited differences between the two types of marketing:

“The decision makers — B2B marketing efforts target a team of decision makers. B2C targets individual consumers.

The decision-making process — B2B businesses want to be educated versus B2C customers, who want to be entertained.

The time it takes to convert — In B2B sales the buying cycle is generally much longer than the consumer buying process.

Relationship-quality — B2B lead generation is based on building long term relationships. B2C marketing focuses on short-term connections.”

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