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Difference Between B2B and B2C Marketing, Sales & Examples

Updated: Aug 20, 2023

More and more businesses are entering B2B and B2C markets. But how does each differ from the other? How should you approach them differently? B2B and B2C represent two different types of markets.

Most companies understand that there is a lot of decision difference between B2B & B2C markets, for no other reason than the varied way that their products are used by different types of customers. Yet businesses often find it difficult to tell them apart. In this article, we’ll break down the important differences between b2b and b2c with examples so that you can decide which is best for your business.

Difference Between B2B and B2C with Examples

What is a B2B mean?

B2B stands for business-to-business, meaning that the buyer is a company or a person who is in the business of buying products or services. These are usually more expensive items that require a higher level of customer service since the buyer is also using them in their own business.

What is a B2C mean?

B2C stands for business-to-consumer, meaning that the buyer is someone who is just looking to get something for themselves to use on a regular basis. B2C sells directly to individuals. They are often less expensive and don’t require as much customer support since they’re not being used in a business setting more like an improvement of lifestyle or entertainment.

Key Differences Between B2B and B2C, in a nutshell

B2B and B2C are two different types of business models. One focuses on business-to-business commercial transaction that takes place, while the other is focused on business-to-consumer interactions.

B2B most likely have

- commercial transactions placed between two businesses or B2B

- multiple people or teams involved in a purchase decision

- customers tend to buy a service or product in bulk

- the sale of goods or services to other corporations

- transactions are made up of goods and services

- transactions are typically large in scale

- purchases are often more expensive

- specific return on investment

- higher profit margins

B2C most likely have

- sells directly to the end consumer

- transactions are made between a business and an individual

- customers purchase goods and services for their personal use

- the sale of goods or services directly to customers individually

- volume business, meaning you are selling to a large number of people

- your profit margins will be smaller but you will be selling a lot more

- quick ROI

Hybrid B2B & B2C Business Model

A hybrid B2B & B2C business model is a new way of thinking about how to drive revenue. It’s a combination of the traditional business-to-business (B2B) and business-to-consumer (B2C) models. It is an innovative strategy that leverages the benefits of both B2B & B2C strategies. In order to succeed, companies need to provide customers with an experience that satisfies both their needs as consumers and their needs as businesses.

What are the benefits?

  • It combines online and offline tactics to create a more effective customer experience.

  • Combine the two business models to generate higher revenues and increase profit margins.

  • It also allows companies to diversify their revenue streams, which can be helpful during economic downturns.

  • Having a wider reach in the target market also allows them to have more control over the customer experience and marketing.

  • An opportunity to sell their products offline as well as online, which helps them reach customers in places where they don't have an online presence yet.

  • Beneficial for both consumers and businesses as it provides an increased variety of products and services for consumers, while also being cost-effective for businesses as they are focusing on one type of item or service rather than two or more.

  • Reach customers who prefer one type of shopping experience over the other.

Who uses hybrid B2B & B2C business models?

Hybrid B2B and B2C models are a new trend in the business world. We are seeing more and more companies that combine their online and offline presence to make their brand stronger. It is not uncommon to see a company that has a brick-and-mortar store but also has an online store on eBay or Amazon.

For example, a company might only sell its products on Amazon or eBay, but it will also sell them in grocery stores or malls in order to reach people who want to buy locally rather than ordering something off of the internet.

Some of the most successful companies that use a hybrid B2B & B2C business model: are Apple, Tesla, Starbucks, and Amazon

  • Apple sells products that are mainly directed towards consumers, but it also sells products that are directed towards businesses.

  • Tesla takes a similar approach by selling cars to consumers and businesses.

  • Starbucks offers coffee to both consumers and businesses while Amazon offers products to both consumers and businesses.

  • Amazon has created a platform, which allows people to purchase products, as well as employ people who are able to complete tasks that buyers need to be done.

How to choose between Hybrid, B2B and B2C companies?

It is said that the key to success in business is to make something customers want and by understanding these differences you will be able to choose between B2B or B2C marketing. There are a number of factors that you need to consider when choosing a business model. Because a business model that best fits your business is specified by your purpose, expertise, industry, goals, products and services. Before you start the process of making a new product or different marketing and sales actions, there are a set of questions you must answer first.

These include:

  • What do I plan on selling?

  • Who will it appeal to?

  • How can I make it unique?

Brand Management

Brand management is the process of managing a company's brand. It includes the planning and implementation of things like advertising, digital marketing, public relations, sponsorship and so on. If you don't know what your brand strategy is, marketing without careful consideration of how it will fit with your company's identity can lead to mixed messages and an unclear corporate image. To create a sustainable marketing plan it's important to first implement your brand identity across all channels. This will allow each marketing tactic to build on the other in an effective way and generate success for your business.


Sub-branding is a strategy that can be used to generate a new identity for targeted products, services, and/or markets. Sub-branding can be used to market the same item or service under a different name. The goal of sub-branding is to increase brand recognition, strengthen customer loyalty, and attract new customers. In B2C space, sub-branding is most often seen in retail stores that sell multiple product lines under one roof. In the B2B space, it is important to consider the benefits of sub-branding. Strategies such as sub-branding will help you stand out from your competitors and create a more recognizable company.

B2B Characteristics

B2B businesses are typically more service-oriented, while B2C is more product-oriented. B2B is often more formal, with a more conservative approach and relies on customer satisfaction to promote itself. They want to create an air of professionalism and trustworthiness, so they tend to steer clear of any flashy graphics or other elements that might be deemed too “salesy”.

B2C Characteristics

B2C brands, on the other hand, have a much more relaxed approach to branding. B2C tend to have higher brand awareness than B2B because they market their product above all else, they can create a fun and entertaining feeling associated with their brand. B2C businesses sell products or services and look for ways to build rapport with customers. They'll use fun graphics and fonts that are designed for a younger audience - the kind who might not be as interested in buying something from a company if it doesn't have some pizzazz!

B2B vs B2C Marketing

Marketing is the process of communicating a company's value to potential customers, prospects, and other audiences. It is important for companies to have a clear understanding of who their audience is and what they want in order to effectively market their goods and services. Marketing involves creating messages that inform, persuade, and remind people about the value of goods or services. The development of successful marketing is a mix and the delivery of goods or services to those markets.

Marketing campaigns

Campaigns can use a variety of media channels including advertising and public relations. These channels are often designed to create awareness, interest or desire for goods or services with the intention for a consumer to buy them or for businesses to invest in them. In marketing, there are various types of customers. In this blog, we focus on B2B and B2C only.

Difference Between B2B and B2C with Examples

How do B2C and B2B marketing approaches differ?

One of the main differences between b2b and b2c business is their marketing methods. A major difference is that B2C marketing focuses on building a one-to-one relationship with the customer, while B2B marketing focuses on building a one-to-many relationship with potential clients. Another fundamental difference is that B2C marketers always need to be looking for new customers, and so they have to be more creative in their advertising and promotional strategies than do B2B marketers who are already connected to their target audience.

B2B Marketing

B2B marketing refers to marketing activities that are directed at other businesses. It is all about the business and building a relationship with a company's target customers and convincing them to buy the company's products. Focused on the connections and relationships between businesses, trying to help them grow their customer base, provide a positive experience through technology, and develop strategic partnerships with other companies. Companies new to B2B marketing can approach larger corporations in order to have their products or services promoted by that company's employees or through job postings or advertising campaigns.

B2C Marketing

B2C marketing is a term used to describe marketing activities which target consumers. It's all about the customer and how best to entice them to buy. B2C marketers require a shift in thinking from generating sales leads from salespeople, lists of prospects or large groups of marketable customers that they can contact on their behalf, to forging relationships with individual consumers directly.


The value of the review is always more important in the B2B space than the number of reviews. This is because potential consumers are much more likely to be influenced by the content of the reviews, rather than the number of reviews. Therefore, it is more important for businesses to focus on getting high-quality reviews, rather than simply increasing the number of reviews.

Business market vs Consumer market

Target Market

Both the b2b and b2c buying processes begin with identifying and defining buying personas. This is a crucial step in determining what products are best to be able to target specific audiences which is a great way to generate more sales. Before a b2b customer or a b2c customer can make a purchase, they need to define the parameters of their needs, goals and budget for the products and services to be able to succeed. These parameters can vary depending on the person's current situation, where they are in their business cycle and how much time they have to devote to learning about a specific product.

Business market vs Consumer market

Businesses need to research their target audience and marketing strategies to succeed in the business market. Consumers want things that are convenient, usually with a lower price tag. When designing products for the consumer market, focus on creating something the customer wants, not just a generic product that is available everywhere else.

The target audience of b2b markets tend to be different from the target audience of a b2c marketer in two ways: 1) The products they sell, and 2) The mediums they use to reach their audiences.

B2B Companies

In a b2b context, the target audience is usually an organization. The content might be more about the company and what they do. B2B brands will have a more focused target market than B2C brands. B2B marketers sell products and services directly to other companies that can then resell them at a profit.

B2C Companies

In a b2c context, the target audience is typically an individual consumer. The content might be more about what that person can do with whatever it is that the company sells or offers. They use channels like social media, email marketing, video marketing, etc. B2C often targets everyone or a very broad audience in their market but with a B2B model, you're likely to reach only your target audience.

B2B vs B2C Content Marketing

B2B vs B2C Content Marketing

What's the difference between B2B and B2C content marketing? The audience, the buyer persona, and the goals of the individual or company.

Individual consumers who buy from a B2C business are more likely to purchase how a product can solve their problems, while people who buy from another business want to purchase a product that can help them solve problems for their customers. A key difference between B2C and B2B content marketing is the type of content that is being created.

Examples of a B2B Content

The goals of a B2B company are generally to educate potential customers about what they offer. B2B content marketing is to generate leads and drive sales. This can be done through content that educates potential customers about what you offer, which may include blog posts like "5 Reasons You Should Invest in This Service," or videos like "How We Can Help You." In these cases, you'd focus on providing information that will help educate and convince people to invest in your company.

Examples of a B2C Content

While the goals of a B2C company are generally to encourage potential customers to take action or purchase something. The customer's needs are more closely aligned with what you offer and they have more money to spend on it, which can make it easier to sell them your item or service. As a result, a B2C company would focus on content that encourages people to buy goods or services like "How This Product Helps You in Your Personal Growth," or "What Makes Our Product Different - you'll use it every day".

Decision-making process

Sales Cycle

The difference between B2B and B2C sales is huge. With B2C, the decision to buy is made on the products sold, whereas, with B2B, decisions are made based on a long list of factors and options. This difference is also seen in marketing strategies. In B2C marketing, customers make decisions based on what they need or want at that time, whereas in B2B, the decision is based on the company’s reputation and past performance.

B2B Sales Cycle

the salesperson will spend more time researching and understanding the client’s business. They will also spend more time developing a relationship with their prospects. Through a sales process, a company identifies, targets, and closes a sale. It is typically divided into five steps: prospecting, lead generation, qualification, closing, and servicing.

The Sales Process in B2C

The customer is usually looking for something that they can buy immediately. The marketing team’s job is to make sure that their product is at the top of search engines and social media feeds so that people can find it easily when they are looking for it.

Longer sales cycle vs. shorter sales cycle

The sales cycle is the time it takes for a company to sell its products or services. There are two types of sales cycles: long and short.

In a long sales cycle, the company has to create awareness about its product and then convince customers that they need it. The company will also have to educate customers about the product and show them how it can benefit them. This type of sales cycle requires more time, effort and money than a short one.

A short sales cycle can be achieved by focusing on customer needs in order to convince them that they need the product. The company will also have to promote their products through marketing channels like social media, email marketing or advertising campaigns in order to increase awareness about its product without educating customers about it beforehand.

Decision-making process

The decision-making process for a b2b company is different from that of a b2c company. The decision-making process for B2C and B2B marketing is different. In general, in B2C marketing, there are two main types of decisions that are made: goods or service decisions and promotional decisions. Goods or service decisions are made at the beginning of the process and promotional decisions are made at the end of the process.

B2B Buyers

B2B companies are often looking for long-term relationships with their customers. The purchase decision is made by the business and has the advantage of being able to focus on them. They need to make decisions based on the potential future revenue of the customer and not just the immediate return on investment. The decision-making process in B2B is more complex because it has a longer sales cycle than in B2C marketing.

B2B Prices

The prices for b2b services vary based on the type of service and the industry. For example, there are an hourly-based, value-based, competitor, dynamic pricing and more. There is no single price for b2b services as there are many factors that determine it. Factors such as location, experience level and industry can all affect pricing.

The supply and demand of goods determine the price of the goods. The demand for a product is the number of people who want to buy it at a given price. The supply is the number of people who have it to sell at that same price. The two forces act against each other, and only when they are in balance can we say that the market has cleared.

B2B Transactions

Pro: b2b transactions are easier to track, understand

Con: b2b transactions are higher risk, require more time

B2C Buyers

Whereas B2C marketing is about making a sale and emotionally driven buyers making a purchase. B2C organisations are looking to maximize their revenue in the short term and will often look at metrics like conversion rates and sales volumes.

B2C Prices

The prices of b2c products are determined by the number of buyers and sellers in the market. If there are more buyers than sellers, the price will likely go up. The opposite is true if there are more sellers than buyers.

In a business-to-consumer (B2C) market, the price of a product is determined by the number of consumers who want it and how many producers are willing to supply it at that price. If there are more individual customers than producers, then the price will go up. Conversely, if there are more producers than consumers, then the price will go down.

B2C transactions

Pro: B2C transactions can be cheaper, especially in some countries

Con: not as easy to track, involve more risk and have a higher chance of fraud

both the b2b and b2c buying processes begin with

Customer relationship

The best way to categorize the customer relationship is to define what the customer is buying. The customer could be buying a product or service for personal or business reasons.

Product relationship

In product relationships, the customer is buying a particular product. For example, customers might buy a new computer or app. The value of these types of relationships depends on how much the customer will use the product and what kind of life it will provide them with. Brands are also important in these types of products because more research has been done to identify which brands are most trusted by customers for one particular type of purchase.

Service relationship

In service relationships, the customer is buying a service from a company or individual. For example, customers might buy car repairs from their mechanic or a personal trainer to help them lose weight. These types of relationships depend on how much the customer is buying and what kind of service is being bought.

Strategic relationship

These are relationships where companies or individuals take a risk on each other. Businesses might find new clients through word-of-mouth referrals, for example, or people might use social media to find new friends. Strategic relationships depend on trust and the company’s reputation.

Transaction relationship

These are the most common type of business relationships because they involve buying or selling something, usually in exchange for a value but not necessarily.

b2b markets tend to be

Business relationships

Both B2C and B2B businesses use marketing strategies to build a relationship with their customers, but they use different methods. they both get the business they want to conduct by knowing their audience, understanding the market and positioning themselves clearly. The target market for a B2C business is the buyer of a product or service whereas that of B2B businesses is the client. B2B corporations build personal relationships, whereas B2C corporations build transactional relationships.

Buyers and Sellers

These relationships can be categorized into three groups: B2B, B2C, and eCommerce. B2B relationships are the most common type of relationship between buyers and sellers. B2C relationships are less common but they do happen. eCommerce is a type of transaction that doesn’t involve any personal contact between the buyer and seller.

Key Takeaways: B2B vs B2C Sales

There are some key differences between B2B and B2C sales, which include the type of good or service being sold, the typical buyer decision-making process, and the sales cycle.

When selling to businesses, it is important to understand the needs of the business and what they are looking for in an item or service. The buyer decision-making process is usually more complex in a B2B sale, as there are usually multiple decision-makers involved. The sales cycle is also typically longer in a B2B sale.

When selling directly to the final consumers, it is important to understand what they are looking for in an item or service and how to reach them with your marketing. The buyer decision-making process is typically shorter in a B2C sale, as there is usually only one decision-maker involved. The sales cycle is also typically shorter in a B2C sale.

This article was written by 7needs, check out the collection of our business strategy blog posts.

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Is B2B or B2C better?

There is a lot of debate about whether b2b or b2c has higher conversion rates. However, many experts agree that it doesn't make a difference because both types of companies have their own advantages and disadvantages.

Can Businesses Use Both B2B and B2C Marketing Strategies?

Which is bigger B2B or B2C?

Can a business be B2B and B2C?

Examples of B2B products

Examples of B2C products

Examples of B2C services

Examples of B2B services

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