What does B2B or B2C mean? There are many definitions for these abbreviations all over the web. Basically, B2B is a relation between companies and businesses and B2C – between businesses and their clients. In them of course, are still products to offer, promote, present and finally sell.


The main difference between B2B and B2C is the nature of needs they try to satisfy. B2B transactions are focused on business’ needs – and all activities are goal oriented and focused on tools and measures to achieve these goals. B2C transactions, on the other hand, are focused on life’s needs. In this model, the actions are focused on the consumer and the goods they desire.

Target group

Another important factor that distinguishes marketing in the B2B sector from consumer marketing is the target group. First of all, in the B2B sector, more people participate in decision-making than in the case of consumer purchases, where all is up to the person that makes the transaction. In addition, in the B2B model the decision to make a purchase is a complex and formalized process. The unit price is much higher than in the B2C sector, and also the time between the need and the purchase is longer. The product is targeted at a specific industry with a high level of specialization. The comparison below from The Balance 2019, made by E. Roberts, shows a promotion model in both sectors.

Although in the B2B sector, more than one person has an impact on the purchase, so the target group itself is much smaller than in the case of  consumer marketing, where we are dealing with a fast process to a large group of potential consumers. In the case of B2B activities, there is always a small group of people working who have the option of making or influencing the consumers purchasing decisions.

The purchase process in B2C


In B2B relations


In B2B marketing, you want to focus on the logic of the product and its features, to understand your buyers better: What’s their role? What’s  most important to them? The situation requires a different approach when it comes to B2C marketing, because you need to focus your effort on the product itself and how to convince your potential customer that it is exactly the thing they desire.


This type of marketing focuses more on the people than the product itself. The most compelling message should be focused on how the product or service saves time, resources and money, as well as how significant the return will be on investment.

As an example, imagine that you are selling a  communication system for businesses. Your main goal is to let them know of the benefits of using that software. So, you introduce the problem, which in this case, is usually limited access to long communication processes that lack human resources. Then, you present the solution – an advanced business communication system, which will result in a positive change in the organization and provide flexible, fast communication that will lead to saving the company’s time and money.You need to show to your clients that using the software will benefit them greatly. Because those using this software will be able to communicate better, faster and on a more flexible basis.

When your marketing target is B2C, you want to focus on the benefits of the product. The buyers’ decision is based on emotions. Consumers are also more choosy, so they demand a range of distribution channels to be convinced. What more, they are less likely to be interested in elaborative content and want you to get right to the point. In this case, the benefits should be pointed out clearly so the consumer won’t need to figure them out on their own. They also have a much shorter purchasing process in comparison to business.

The most effective marketing strategies should focus on benefits that your product or service may bring. Basically, how it makes consumers lives easier without being too complicated in use.

Although there are less B2B customers, they maintain a much higher value than their B2C counterparts and can potentially provide more revenue if your company implements the appropriate structure and platform to handle them. In this duel, there are no winnings, however, there can be a positive outcome  – it all depends on how you match your actions to your business.

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