B2B vs B2C Online Marketing

We work with many companies from different industries and have over 13 years experience dealing with Digital Marketing and no two clients are the same. Granted there are similarities and the Emarkable Inbound Marketing Model is a defined process of strategy and tactics that has a proven methodology and process that can be utilised to develop an effective Digital Marketing Programme. But each client has unique messages and the challenge is to differentiate your company in that sea of sameness.

3 main differences between a B2B Campaign and a B2C Campaign


There are some fundamental differences between the needs of B2B buyers and that of B2C buyers that impact how businesses should interact with their customers, and we’re breaking down three of those differences for you today.


Simple vs. Complex
B2C buyers (usually) have a fairly simple purchasing needs that don’t demand extended support from or relationships with a brand.

B2B buyers (usually), have needs that are more complex, have an extended life cycle, and generally are those of not just the buyer but also the buyer’s customers. Trust is the main relationship goal and the digital marketing process should address different needs at every stage of the buying cycle. Reputation and ability to help are fundamental.


Emotional vs. Professional
B2C purchases are generally fueled by emotion and basic human needs, our buying habits are influenced by brands that resonate with who we are and give us feelings of security and satisfaction.

B2B purchases  are generally motivated by things like business goals, budgets and relationships.

B2C companies are tasked with creating a brand and supporting marketing and branding campaigns that reach folks on a personal, emotional level, while B2B companies must create a brand and supporting campaigns and outposts that reach people on a level of competence, expertise, and problem-solving abilities.


General vs. Niche
B2C is general, a range of needs that are generalised. Sometimes the buyer has not established the exact buying process.

B2B goals are specific, defined and the buyer is usually sophisticated in their approach.

B2C companies have to work hard to stand out in their saturated markets, B2B companies don’t necessarily have that same pressure, and can focus on emphasising their area of expertise and answering questions within the various social media platforms they own and the communities they’ve sought out and are involved in.

These are just a few of the differentiating factors that impact B2B lead generation. What others can you think of and add here?

We are always happy to answer any questions. Contact the team by phone on (01) 808 1301, or email us at info@emarkable.ie

Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.