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Does your agency understand the difference between B2B and B2C marketing?

The answer to this question seems obvious. Who wouldn’t know what is the difference between B2B and B2C in the business world? 🤔

But when it comes to performing effective digital marketing campaigns, the story is quite different. 🚀 A great number of marketing agencies are mostly focused on e-commerce and B2C. But serving a client in B2B, especially in the tech industry, requires a completely different strategy.

And the problem is, that marketing agencies don’t always apply that different strategy required for B2B. We’ve heard from some of our clients about their previous experiences with marketing agencies, and now we understand, why companies might be skeptical about agencies.

Now, we don’t want to shame other agencies here, not at all. We’d just like to point out, that it’s very important to distinguish between the approaches and strategies. Everyone cannot be an expert on everything and that is completely normal.

Let's examine the differences in B2B and B2C strategies and tactics for a few moments. 👇👇👇

B2B vs. B2C

Business-to-business (B2B) and business-to-customer (B2C) are two distinct types of commerce-based relationships. Both are vital concepts for marketing departments or agencies to grasp when determining to whom a tech company intends to sell its products and services.

It sounds simple enough, but each target audience requires its own marketing and sales strategy.

Addressing the customer journey is a critical consideration when trying to reach B2B or B2C customers.

B2B Marketing Focuses on Ongoing and More Complex Sales Relationships 🤝

Enterprise B2B sales and marketing strategies are more intricate and long-running than those used in the B2C space. In B2B, marketing teams need to find ways to connect with CISOs or IT leaders, remembering that they are constrained by a budget and must answer to their executive and finance teams.

And any time more decision-makers are involved, the process becomes increasingly complex and the time to purchase longer.

The increasing digitization of modern workplaces allows for more long-term B2B tech engagements, and the right B2B campaigns lead to more sales over time.

And because of the complexity of B2B sales, with the longer sales process also comes a higher cost per lead.

B2B Sales Feature Higher Dollar Value Per Sale Than Typical B2C Sales 💸

Conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion)

In addition to the high potential for ongoing business, B2B sales also prompt higher price tag sales per acquisition. B2B marketing focuses on enterprise ventures, whereas B2C marketing focuses on individual products or services. That means a client will buy new software for the whole company, while a B2C customer might buy a new laptop with a warranty.

Such large-scale and costly acquisitions mean that the marketing strategy needs to reach several decision-makers in the company, including the C-Suite, finance, operations, human resources, and sometimes individual departmental managers.

B2B Strategies Involve Greater Risk 💪

B2C marketing campaigns often focus on a whole range of products for a client, allowing the best performing products to make up for those that don't appeal to many customers.

B2B marketing campaigns often focus on a smaller line of high-cost-per-item products or services that are interrelated to some degree. Underperforming products or services in the B2B space could be costly for the tech client, especially if they are intended to work together.

B2B digital marketers also face a significant risk since a poor strategic marketing decision can lead to missing key objectives for the marketing team and, ultimately, the client.

Not happy with your agency? 👀

If that’s the case, we’ll be happy to prove our expertise to you and show you, how an effective B2B marketing strategy that brings leads should look like. 😎

We focus exclusively on B2B marketing, and with our years of experience, we’ve developed strategies that work. We won’t set impressions as the main KPI for a lead generation campaign, and we will nurture your leads so that they are ready to be taken over by your sales team.

So, if you feel like we could help you with your marketing or you would like to know more about how we do things, let’s have a chat.

If you'd like to learn more about how we do things and which strategies we use, watch our webcast in which we discuss what practices we use to improve the performance of marketing campaigns.

"Improve the Performance of your Marketing – From theory to practice."

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