Most people don’t see much of a difference between B2C (business to consumer) and B2B (business to business) marketing – after all, a product is sold to a person in both cases. Though this is true, B2B marketing is far more complicated than the traditional B2C concept of enticing a person to make a purchase. While initial marketing strategies such as identifying the customer and ways to reach them may be similar, the marketing activities that follow begin to differ.
The difference is evident in the approach to marketing in itself. As B2B marketing focuses on the value of one business to another, the target market is relatively limited. The value of personal relationships is higher in this kind of marketing with frequent conversations and meetings essential to the deal. Rather than emphasizing the ‘selling’ function, B2B marketing is more focused on educational and awareness building activities.
Contrast this to a B2C marketing cycle with a large target group, shorter sales cycle and a single decision making step. This kind of marketing involves merchandising, advertising and displays.
The decision making process is also different in the B2B and B2C types of marketing. Consumers that make the wrong choice may regret it but they don’t lose business deals or accounts for it. B2B decisions however have far reaching reactions – they are often costly and critical to a company. Making the wrong decision can cause the company to lose business accounts or profits. The entire decision making process is also longer with a plethora of higher ups and seemingly endless cycles of approvals from different departments and executives.
A requirement common to both B2B and B2C is a strong brand. However this is where the similarity ends. In B2C markets, the brand encourages loyalty, increased purchases and higher prices. The consumers’ choice also depends on status, quality, comfort or style. On the other hand, in B2B marketing, a strong brand may help a company get considered, not necessarily selected. The buying decisions here largely depend on the value a product or service can offer as compared to competitors.
In conclusion, though B2B marketing initially developed as an offshoot of the traditional B2C marketing, the area has gained sufficient maturity to develop its own methodology and style. Understanding the similarities and differences between the two strategies are important if marketing activities need to succeed.
So the next time you are hired as a marketing manager for a B2B or B2C firm remember to use the right rule books! 
