4 Key Differences between B2B and B2C to Consider when Strategizing


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B2B and B2C aren’t phrases that are new to the world of marketing and business. Due to their nature, however, there are some fundamental differences between the two, and these are vital to bear in mind when building a successful venture.

To start with, B2B stands for ‘business to business’ while B2C stands for ‘business to consumer’. When talking to customers in each area, there will be a clear difference in the overall audience connection.

For example, a B2B strategy may involve talking about VoIP business solutions to startups and giving advice, whilst B2C might consist of creating eye-catching social media adverts featuring your latest product.

Here are four key differences to consider when strategising that will create both B2C and B2B sales success.

Source: B2B Digital Marketers


When it comes to growing customer relationships, it’s important to develop long-lasting ones that work around the buyer.

Business to business

B2B relationships tend to be more personal and are about creating a rapport. This is your chance to share what your values are and what you can do to help. It’s also an opportunity to show how you stand out and why businesses should choose you.

Building business relationships allows you to develop your reputation. It lets you enhance the B2B customer experience. Through constructing a status among firms, you can communicate with business owners about their needs and wants, so that when it comes to things like reviews and spreading the word, you’ll be the go-to firm for professionals in your industry.

Business to consumer

When working on B2C strategies, you want to create a relationship that, ultimately, pushes people to buy from you. This means having a good experience with your company. It also means you need to think about how your audience will connect with your firm.

Comparing this to B2B, you don’t need to build up so much of a personal relationship with the customer. However, it’s still important to make them happy, even if it’s just to generate positive reviews and a loyal customer base.

This means selling high-quality products, answering customer queries, and making it easy for people to buy from you. It also involves creating adverts that stand out and that people can relate to. A good tactic you can use is to offer discount codes or offers to appeal to what the customer wants.


This is about thinking about what you offer and seeing how this connects with your target audience.

Business to business

When connecting with a B2B firm, you want to show your company offers value and has expertise in the field. Essentially, your motive with this audience is to prove you are a trustworthy company bursting with knowledge. This will mean you can help another company with its decision-making process.

Blogs are a great way to do this. Not only do they provide an opportunity to give advice, but they are a subtle way of starting the selling process too. Say you run an online supply chain. You may decide to flex your expertise and attract business customers by talking about pipeline stock. This sort of content wouldn’t mean much to B2C customers but does have value to other firms.

Business to customer

When working with B2C customers, the motive is different. These clients are much more driven by personal wants, needs, and emotions. These points should be reflected when selling to this audience.

However, you may need to create content that tells people how your product solves problems too. So, when it comes to refreshing the customer service strategy for B2C customers, touch on both these points to make sure you’re focusing on the right drivers.

Say you run an eCommerce shop that sells eco-friendly products. You can consider the customer’s emotions by talking about the importance of a plastic-free world. Then, you can provide a solution by discussing why your plastic-free shampoo is so great.

Source: Future of Commerce


Of course, you will need to talk to your audience in one way or another. But the communication between B2B and B2C customers will differ wildly.

Business to business

When communicating with other firms, be as open as possible. After all, as a business, they will know the same tricks of the trade as you do. Therefore, no matter if you’re talking about cybersecurity or screen sharing, it’s important to make sure you’re speaking with them as an equal.

The point of keeping things open is to essentially see if you are a good fit for each other. It’s also a chance to show off your knowledge and the logical side of your business. When doing this, try to be as positive about things as possible.

In terms of the actual communication aspect, it’s a good idea to think about how to reach fellow firms. As well as blogs, you could create a white paper or video discussing company ideas and what it is that makes you unique. Ideally, you want to point out why other companies should invest in you.

Business to consumer

Here, you want to create a more simplified experience for the customer. You should communicate with them in such a way that they want to buy your product. Keep in mind the sales funnel (the journey a customer goes through from seeing a product advert to buying it).

While you may be winning at B2B by going into deep explanations, the same won’t work for B2C customers. So, communication here is about why they need your product in their lives. They want to know why a product is good for them and why your firm is the best company to buy it from.

Good places to communicate with this audience are through social media, emails, or by using influencers to sell on your behalf.

Brand voice

Brand voice is one of the most important aspects of creating a strategy for companies. It’s the thing that sets you apart from the competition, so when promoting yourself, it’s vital to get it right. Whether you’re answering “What are web apps?” or selling a pair of shoes, it needs to be consistent throughout your business.

Business to business

Think about how you want other brands to see you. Again, it’s about considering why you should be the top choice for them. So, you need to think about your personality, values, and how your business and products are presented.

Let’s say, to improve your brand voice for B2B, you decide to make an informative web series on using a CRM system for market segmentation. Will you sell yourself as a digital or marketing firm? Will you be light-hearted and fresh or aim for a more serious angle?

Ask yourself some questions and think about where you stand in the market and the voice you want to create.

Business to customer

The brand voice usually has a bigger impact on B2C customers. While there are many firms out there selling the same product, for consumers, a brand voice is a great way to distinguish companies from each other.

Therefore, you may need to step up your game and put more focus into your brand voice than you realised. Let your personality shine and create a distinctive one. That way, it won’t matter if you are selling blue jeans or computer products; customers are guaranteed to leave happy, knowing they have something unique.

Source: Postcron

The takeaway

Understanding both B2B and B2C customers when it comes to creating a strategy puts you ahead with any type of audience. It means you’ll be able to build relationships, consider your motive, build communications, and grow your brand voice – no matter who you’re aiming your business at.


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