B2B Marketing vs B2C Marketing. is there a Difference?
                     B2B Marketing vs 
B2C Marketing. 
Is there a difference?
www.vivomarketing.com.au
1:1 vs 1:many
In B2B marketing, you’re focused on targeting the decision maker within a p
articular company. It’s often a 1:1 sell, instead of a 1:many. You’re often looki
ng for a particular job title and you need to understand who the gatekeepers 
are for that particular role. The ‘size of prize’ is often much larger than in B2
C. As naturally there are less customers to target, B2B marketing companies 
need to think strategically about the lead generation funnel and the role of m
arketing within it. B2C marketing often has a less ‘heavy’ sales component, t
he marketing is 1:many which means B2C marketing companies need to hav
e a diverse range of tactics to hit these consumers up to 15 times for them to 
even become aware of their product.
Marketing Priorities for B2B
B2B marketing companies should focus more on digital marketi
ng, SEO (Search Engine Optimisation), AdWords, Blogging, Soc
ial Media (in particular LinkedIn – articles are great here) and c
ontent marketing to target the decision makers of a business. T
his involves thought leadership, which is a long-term approach 
in establishing authority within an industry. B2B companies sh
ould invest time and energy into understanding their customer 
pain points, researching the industry and creating great conten
t. Video content in particular is a great way to optimise reach, c
redibility and engagement. The other key channel for B2B mark
eting companies is offline – lead generation tactics such as net
working and partnerships to form strategic alliances and drive c
ollaboration, speaking, sponsorship, trade shows and expo’s an
d events are very effective in this space.
Marketing Priorities for B2C
While B2C marketing also relies heavily on digital (AdWords, S
EO, Blogging, Social Media content marketing) there are a wide 
variety of tactics which can be used to create stand out campaig
ns such as ATL (TV, radio, print, outdoor, catch up TV, PR), eve
nts, influencer marketing. In B2C Marketing awareness can be 
more critical than B2B (where marketing might be used to supp
ort a more targeted sales strategy). The best way to create awar
eness in market it to utilise multiple channels within any given 
campaign – ATL, digital, content marketing and offline. In the c
ase of both channels – the ART is the key. The tactics are only a
s good as the content you fill them with – spend time and energ
y making great content (video in particular). For B2C a focus on 
value added content such as entertainment and education is ke
y (rather than just pure selling).
The Customer Sales Cycle
It is common for a B2C customer to make a quicker purchase th
an a B2B customer. However, there are still ‘higher involvemen
t’ products that warrant a longer sales cycle (buying a car). The 
customer buying cycle traditionally follows the following flow – 
needs awareness – information search – evaluation of alternati
ves – purchase decision – post purchase evaluation. For many 
B2C purchases this can happen in the span of a day. As B2B ma
rketing companies advertise to the decision makers of a busines
s, the path to a successful sale can be much longer. A business i
s a larger vessel to make a decision with more red tape (the bigg
er the business, the more red tape). Businesses often evaluate t
heir requirements, weigh up the negatives and positives, receive 
approval from each decision maker involved such as stakeholde
rs, consider the integration of the product into multiple depart
ments and consider any other factors that would be required on
ce the product has been implemented.
Thank You
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                       Victoria 3000, Australia
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Website  :   http://www.vivomarketing.com.au