Modern B2B Marketing to fill up your sales funnel | Canada

B2B vs. B2C Comparison Table


After my recent interview with The Globe and Mail, I found myself overwhelmed with questions about the major differences between B2B (Business-to-Business) marketing and B2C (Business-to-Consumer) marketing. Since it  seems that there are a lot of myths and assumptions out there, I felt that a quick B2B vs. B2C comparison would help clarify things for everyone. Let’s first define the two terms.


Business-To-Business Marketing

This refers to the process in which an organization is targeting other organizations as potential clients. A key example of this is SAP, a B2B software corporation which offers enterprise software to manage business operations and customer relations, mostly known for its ERP (Enterprise Resource Planning) system.


Business-To-Consumer Marketing

This type of endeavour refers to an organization which provides an offering aimed directly toward the consumer market. Take, for example, Spotify, a B2C audio streaming service. Spotify subscribers have access to large music libraries without the need for the subscribers to own a single track.


B2B vs. B2C Comparison Table

The following table compares the B2B and B2C sales processes. Additionally, the table  highlights the essential considerations that a company should take into account when they choose the B2B route:

Parameters B2B B2C B2B Considerations
Sales process Complex decision-making Straightforward decision-making Invest in strategy
Players Multiple personas (various stakeholders) Individuals (for personal consumption) Personalize according to stakeholder
Process length Longer Faster Plan the journey and automate
Dominant decision criteria Rational (value/ROI, productivity, efficiency, edge, advantage Emotional (status, security, comfort, and quality) Develop highly detailed and customized content to emphasize value and ROI
Marketing focus Lead generation Branding development Increase customer engagement
Scale Finely segmented markets Large markets Focus on the best-match market
Marketing role Building a dialogue (awareness, market education & trust) Broadcast Branding is not enough
Language Industry jargon Simple language Choose your terminology
Sales team Larger Smaller Build relationships
Tactics (examples only) SEO, business blogs, webinars, email marketing, social (LinkedIn, Twitter, YouTube, SlideShare, google Business), automation tools, analyst relations, case studies, whitepapers, press releases, telemarketing Social (Facebook, Pinterest, Instagram, YouTube, Snapchat, Twitter) TV & radio ads, outdoor advertising (billboards), mobile marketing, telemarketing, conferences Tailor the tactics to your end goal
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If you require further B2B vs. B2C marketing clarifications or if you would like to see how it applies to your organization, please do not hesitate to contact us for a consultation session.


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