Most traditional marketing advice centers around business-to-consumer (B2C) interactions. Brands that inadvertently apply these recommendations to business-to-business (B2B) sales may not get the engagement or return on investment they are hoping for. Although B2B and B2C strategies have several similarities, they are fundamentally different.

This fact is especially true as of late. Digitalization has recently begun influencing the fundamentals of B2B and B2C marketing methods. What worked well a few years ago may no longer be effective today. How should small and medium-sized business (SMB) owners and marketing professionals modify their strategies?

B2B and B2C Marketing Strategies Are Evolving 

In recent years, B2B marketing has undergone a profound shift. Today’s buyers do not want to interact with sales representatives until they are ready to purchase. Sometimes, they wish to forgo face-to-face interactions altogether. They may be skeptical about marketers’ claims, want to make decisions as a group or simply do not want to be rushed.

Digitalization is a leading driver for this trend. Most B2B shoppers have experienced the convenience of mobile apps, chatbots or websites in their personal lives. As a result, many have grown used to — or simply prefer — B2C marketing and sales interactions.

For instance, the 2023 B2B Future Shopper report shows around 66% of B2B customers want their suppliers to provide a better mobile experience. After enjoying this platform as a consumer shopper, they expect the same in their B2B interactions. Mobile apps and websites are quickly becoming preferred touchpoints. 

The Differences Between B2B and B2C Marketing

Comparing today’s marketing methods will help you understand how your B2B strategies should differ from traditional B2C tactics.

Target Audience

B2C focuses on individuals. You categorize or segment them based on demographics like gender, age, income, and occupation. For B2B, you want to target decision-makers like executives, department heads, managers or team leads.

Buyer Considerations

B2C consumers are often impulsive. Aspirational messages, emotional fulfillment, idealistic imagery and lifestyle visualization can convince them to purchase your company’s products on a whim. They seek to satisfy a need or desire, mainly considering convenience and cost.

In B2B settings, decisions must go through multiple people. On average, they involve up to 10 decision-makers, including downstream parties.

The drawn-out B2B buying process involves careful deliberation and analysis to align the chosen solution with the enterprise’s challenges and budget. Instead of appealing to these consumers’ emotions or baser desires, you should make a rational appeal.

Content Strategy 

Marketing to B2C customers involves capturing attention using storytelling, social media trends or visually engaging content. You may rely on subconscious messaging or psychological tricks to encourage engagement.

B2B marketing isn’t as fickle or transactional. Instead, you establish your brand as a trusted source of expertise, providing long-form content, educational material or in-depth resources. Your goal is to collaborate on learning to guide buyers to you.

Sales Funnel

The B2C sales funnel passes through awareness, interest, evaluation and action stages. In contrast, the extended B2B sales funnel goes through awareness, consideration, intent, evaluation, action, loyalty and referral. It is less transactional. 

Customer Loyalty 

Customer loyalty is a willingness to engage with and repeatedly buy from the same entity. Just over half of B2C buyers will purchase from their favorite brand even if a competitor’s product is cheaper and more convenient.

B2B buyers are more logical. Rather than playing favorites, they seek value. If your marketing material can convince them you offer the best solution at the best price, you can secure their business.

Has Traditional Marketing Advice Grown Outdated?

Digitalization is rapidly becoming a sector staple, meaning traditional advice is quickly becoming outdated. Already, Gartner predicts eight in 10 B2B sales interactions will take place in digital channels in 2025. Depending on your current tactics, an industry-wide shift of this scale could require extensive rework.

Interestingly, it seems many people in your profession sense change on the horizon. In fact, 41% of B2B marketers plan to increase their marketing budgets in 2025. Don’t think this means you need to spend more suddenly or start from the ground up — incremental change is best. If you were to overhaul your methods completely, you would not know what is and is not working.

How Should Your B2B Marketing Strategy Differ?

At this point, it should be clear your B2B strategies must differ from conventional B2C methods. However, it is essential to recognize that today’s marketing landscape is quickly evolving. There are several future-proof changes you should prioritize.

1. Craft an Omnichannel Experience 

While McKinsey & Company reported that B2B buyers used 10 separate interaction channels in their buying journey in 2024 — up from five in 2016 — offering multiple channels is no longer enough to please these customers. Over 50% of the survey respondents want an omnichannel experience where they can seamlessly transition between touchpoints. Unless you offer a genuine omnichannel experience, your customers may switch suppliers.

2. Deliver Robust Customer Service

Generally, B2C consumers hope they never have to call customer service — that usually means something has gone wrong. With B2B buyers, it is different. They want your support to extend well beyond the initial sale. Many seek to build a relationship so they can come to you for guidance when they need help with implementation, troubleshooting or upgrading.

While artificial intelligence is all the rage, chatbots lack tact and humanity, which may cause frustration. You should use an internal support team when possible. That said, with digitalization on the rise, deploying a chatbot to field frequently asked questions for prospective buyers who wish to remain anonymous may very well be a wise business decision.

3. Use Educational Content Marketing

Today’s consumers see little value in conventional marketing materials and sales techniques. With less money around, they have become more skeptical and harder to convince. Your goal should be to make them feel like they are asking the right questions and making the right choices.

If B2B buyers prefer to make the customer journey on their own, it is best to give them the tools they need to make an informed decision. Educational content marketing helps them understand competing perspectives, provides new information and clarifies complex topics. Done right, it can guide them away from competitors and toward you.

Modernizing Marketing Methods for Today’s B2B Buyers

The marketing landscape is rapidly evolving with the rise of AI, mobile devices and digital systems. Already, B2B buyers’ preferences and practices are changing. Try incorporating modern advice into your current methods where possible to secure more leads and build stronger customer relationships.