B2C vs B2B Marketing: The Basics

There are two basic types of selling and advertising: Business-to-Consumer (B2C) and Business-to-Business (B2B).

Whether you are selling shoes, potato chips, or vending machines, there are factors that you need to consider when selling or advertising your product.

Today I’ll cover some of the basic factors regarding both B2C and B2B selling, and as a bonus, I’ll point out a few similarities and differences between the two.  So as they say, onward and upward:

Business to Consumer (B2C)

-Product Driven

-Large Target Market

-Single-Step Buying Process

-Brand Identity Built on Repetition & Imagery

-Emotional Buying Process


Business to Business (B2B)

-Relationship Driven

-Small Target Market

-Multi-Step Buying Process

-Brand Identity Built on Relationships

-Rational Buying Process


Some ways they are similar:

-Both involve a sales process.

-Both rely on good Customer Service

-Both need to a clear, aligned message in your Marketing/Advertising


Some ways they are different:

-Product Driven (B2C) vs Relationship Driven (B2B)

-Emotional (B2C) vs Rational (B2B) buying process

-One-off (B2C) vs Relationship (B2B) selling


So hopefully that gives you a basic look at B2C vs B2B selling and advertising.  My recommendation is that no matter what you are selling, try to use the similarities and differences to your advantage when creating your message.

Selling B2B is trickier as you need to really hit on relationships and service, but you can work emotion into your messaging.

Remember that buildings don’t buy things – people do, and if you can find a target market for your B2B product, your advertising efforts can be more focused, and can result in more sales.

So please leave a comment, let me know if you’d like to see more information regarding B2C or B2B advertising, and I hope you have a great day…and happy holidays!

Until next time,

Tom Zobel

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