As marketing continues to evolve, the discipline has led to a variety of approaches that are often confusing. Two of the more common approaches include business-to-business marketing and business-to-consumer marketing and as the lines between these two continue to blur and understanding of how B2B marketing differs from B2C marketing is helpful.

Business-To-Business Marketing
Business-to-business marketing, which is also known as B2B marketing, focuses on marketing strategies to be implemented when a business is looking to promote itself with other businesses. This is approach is used when the product or service that a business offers is not tailored specifically to individuals.

Business-To-Consumer Marketing
When marketing efforts focus on bringing in consumers or customers, the approach is considered business-to-consumer marketing, or B2C marketing. The focus of B2C marketing is on the actual consumer and builds on the needs of people in their day-to-day lives. Individuals are likely to have encountered B2C marketing tactics on a more consistent basis than B2B marketing.

How Do B2B & B2C Marketing Compare? 
While they may at times seem similar, there are differences. The most important difference is the ultimate goals of each approach. For example, because many businesses utilize B2B marketing to achieve long-term success, their focus will likely be on building and maintaining
long-term relationships. B2C marketing, on the other hand, focuses primarily on promoting everyday products or services that would be beneficial to individuals. This often results in a different approach. As B2C marketing focuses on calls to action that move consumer behavior quickly , B2B marketing utilizes strategy that is tailored to building long-term partnerships with other companies.

Understanding how the different approaches function can help make sure your strategy and messaging are moving in the right direction. To learn more about the nuances of marketing, visit Sterling Kilgore’s blog at