B2B vs. B2C vs. B2B2C

Before you can create a winning marketing strategy, you need to determine your end goal.

You need to know not just what you want to sell and how much, but who you want to sell it to: Another business, an individual consumer, or a business who is then going to sell it to a consumer.

Your customer will make a huge impact on how you market. Business to business (B2B), business to consumer (B2C) and business to business to consumer (B2B2C) marketing all have unique challenges. Here’s what you need to know about B2B vs. B2C vs. B2B2C marketing:


B2B marketing is very challenging. Your customer is savvy to marketing techniques because they use many of those same techniques to try to reach their own customers.

You have to create substantial marketing collateral that shows the real value of your products or services to the business. These customers are looking for real solutions from authority sources.

Your marketing should focus on establishing your authority in your niche, and it should strive to build partnerships with other authorities. Networking, in-person events like conferences and trade shows, webinars, and long-form content will all be important parts of your marketing.

Reputation is everything with B2B marketing, but if you get it right, you win the trust and loyalty of your customers. You’ll be on the long-term path to success.


B2C marketing allows for some more flexibility because you are marketing directly to consumers, who are not as hip to your marketing efforts and who can be more easily swayed by emotion.

You can create funny videos, graphics, podcasts, blogs, social media posts, display ads and much more to reach individual customers. You can create short, viral posts, as well as long, authoritative posts. You can create content that inspires or entertains, or you can create content that provides an immediate solution or more intensive research.

The variety of marketing collateral and platforms available is both a benefit and a challenge. You certainly have more options for reaching customers, but that wide variety of options also means it can be harder to find the right combination to make the impact you want.

You have to do extensive research to find the right channels for reaching your target audience. Then you have to do more research to find out what content lands best with them.

You have to produce regularly to keep your brand top of mind, and you have to produce the right content at the right time in the right place to make sure it has the impact you want.


When you market to a business that is going to ultimately sell to a consumer, you have the ultimate challenge. You have to show that your products are good for the business and good for the end customer.

You have to convince your customer – the business – that your products are going to be good enough to attract business for them. That means showing how your product will be attractive to the individual consumer and then showing how it will make the business profitable and set them apart from competitors.

That’s a lot to take on.

Traditional marketing channels are not going to be useful here. You need to create authoritative marketing collateral that relies on market research about the niche and the customers within it. You have to show your business clients that you understand their challenges and that you have the solutions to overcome them.

You need to create content, video, and more that show your product in action, show how it would benefit end users, and also show how it would profit the business.

You need to attend industry events to network, build your reputation and create exposure for your product. In fact, these in-person events are perhaps the most valuable component of your marketing strategy since they allow you to meet your audience in person and to show off your product in person.

Ultimately, your success will depend on a variety of marketing efforts, but in-person events will be more important in this niche than in any other.

Marketing to B2B, B2C or B2B2C clients really is the same at the heart of things: You have to understand your client and publish materials that appeal to their needs in places where they are likely to read or see those materials.

However, it is important that you understand the challenges that each of these marketing types include so that you can create a strong, tailored campaign that gets results.

Using tools will help you increase engagement for your marketing materials and get more exposure for your brand, whether you are marketing to business or customers or businesses who sell to customers. Browse our product offerings to find a solution that best meets your needs and your budget.

Marketers Valley Team

Marketing Industry Experts >

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