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The Differences Between B2B & B2C Marketing You Need to Master

B2C Marketing (business-to-customer) & B2B Marketing (business-to-business) have key differences including buying journey, products, services & market size

Eric Melillo

Eric Melillo

An expert Growth Hacker helping enterprise companies scale and crush competitors using the full Inbound Flywheel & HubSpot.

B2C Marketing (business-to-customer) and B2B Marketing (business-to-business) have key differences including buying processes, the products and services, and market size. While both types of marketing involve selling products and services, there are some instances business-to-business marketing requires a different approach.

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This article takes a closer look at the differences between business-to-business and business-to-consumer marketing. We'll reveal how you can customize your keywords and web content to suit your business’ needs.

1. Business Buying Process

In most cases, it takes longer for a company to close a deal in a B2B market than it would to receive a B2C order. When ordering products as a business, it could take weeks for company management and stakeholders to make a decision.

On the other hand, B2C orders may only take a few weeks to complete. Business-to-consumer orders usually have some level of emotional involvement, whereas a business-to-business order is placed after careful research and information gathering.

B2B Buying Process

B2B companies’ extensive buying processes should influence both the goal of your website and the outline of your content strategy. Business-to-business customers typically require extensive information before making a purchase and is tasked with creating sales leads through its content.

So, this means they may wish to contact a sales rep for more information, a product sample or demo.

To encourage potential buyers to get in touch with your company, be sure to provide easy methods of connecting. Your phone number, email, link to contact form or live chat should be highly visible on each page.

B2C Buying Process

The B2C buying process is quite different especially ecommerce. With e-commerce sites the aim is to convert a new visitor as quickly as possible using impactful imagery, innovative features and free trials.

For a real-time chat option, consider HubSpot. Extremely effective, with targeted messages to accelerate sales.

Sales team discussing their B2C & B2B sales progress for the month

2. Complex Products & Services

Another key difference between business-to-business and business-to-consumer companies is that B2Bs typically offer a more complex array of products and services. They offer items you wouldn't typically use in a household, including complex machines or software. Because of this, customers of B2Bs are often interested in specifications of your products.

To appeal to these information-gathering customers, show them how your product works. When creating B2B website content, highlight the important features of the product or the distinctive benefits from your service. In-depth descriptions, videos, and downloadable materials can be useful here. It’s also important to have a hard-working support team available to answer questions from customers.

B2B deals typically take longer to close. Make sure your prospect can contact a sales rep to go over the fine details.

3. Industry Jargon

The need for transparent, informative B2B website content leads us to the topic of jargon. Most people with expertise in particular industries have certain words and terminology that they use often. It’s crucial to use jargon when developing a keyword strategy.

Whether you’re creating a B2C or B2B marketing strategy, it’s important to speak to your customers. Writing clear content, incorporating jargon can be a winning combination for a business-to-business SEO principles. However, it’s important not to overdo the use of industry-specific, difficult words – content should always be reader friendly. This ensures you don’t alienate visitors who may be new to the field.

In-office interaction between a male & female coworker

4. Market Size

Consumer goods typically are of interest to millions of people, so B2C marketing is usually tailored to meet the needs of a large audience. However, the specialized nature of business-related products makes them relevant to a much smaller niche market.

B2B marketing uses jargon that may not work in B2C circumstances. Tailor your copy to your audience.

When it comes to SEO, selling to a small target group offers some advantages. Sometimes, smaller markets have less competition, making it easier for your business to become an authority in the field. This is accomplished by creating excellent informational content that includes long-tail keywords. The long-tail keywords should include the specifications and features of a particular product.

After determining your long-tail keywords, the next task is to develop an efficient website structure that shows search engines all the connections among your content. This can be achieved by internally linking related content and linking and defining your cornerstone content, which should include popular search terms.

5 Digital Marketing Mistakes to Avoid When Marketing Your Brand Online

5. Scale

The last important characteristic to consider when developing a business-to-business marketing plan is scale. Business-to-business companies typically have much higher quantities of orders than business-to-consumer companies.

This means that the total costs are higher for B2B companies. Customers of business-to-business organizations often wish to negotiate lower pricing or bulk discounts. Because of this, it’s important to have contact information for a sales rep readily available on your website.


There’s no doubt about it – building a high-quality business-to-business website can be difficult. When creating your site, think thoroughly about what you want your website’s goal to be, and translate these thoughts into features on your site.

Do your keyword research and write content that speaks your buyers’ language and encourages them to contact your company for more information. Following these steps can help you increase sales and become a trusted brand in your industry.

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