By Erik Matlick
Over the years as targeting has evolved, the overarching difference between B2B and B2C is that B2B marketers target entire corporate entities rather than individual consumers. The distinction dictates the consideration process and purchase behavior on the buy side and it determines goals, approaches and tools on the seller/marketer side.
The distinction is also a sort of paradox, as behind those corporate entities, making the decisions about what purchases the business makes, are people, consumers themselves. Because these decision makers will respond to marketing both as individuals and as representatives of their organizations, it does muddy the waters a bit when it comes to developing a clear B2B strategy. However, it also presents an opportunity for marketers to use select B2C methods to augment their B2B campaigns.