How B2B Marketing Differs from B2C Marketing

If you market your products or services to other businesses (B2B marketing), you need a different approach to marketing than if you target consumers.

To be a successful B2B marketer you should focus your time and marketing budget on establishing and managing a range of relationships. That’s because most business-to-business buying decisions are influenced by a group of people within your prospect’s company. Purchases are often based on research, detailed specifications, and are much more considered.

B2B Marketing_What do B2B customers want to know


For a successful sale to a business, particularly a big company, you may have to convince individuals with some of these roles that they need to buy your product (although one person may cover several of these roles):

Gatekeeper > Initiator > Influencer > Decider > Financier > Buyer > User

In summary, B2B marketing is:

  • Relationship driven so you must develop those relationships.
  • Smaller, more focused target markets than B2C markets.
  • Multi-step buying process with a longer sales cycle than B2C.
  • How your brand is seen is based on personal relationship.
  • Educational and awareness building activities are essential, using content marketing and seminars, for example.
  • Rational buying decision based on business value using a specification (or brief).

See more on our approach as Marketing Strategy Consultants for small businesses .

76% of B2B buyers search for content that is relevant to help them make an informed decision before buying. It’s therefore crucial that your business is positioned as a thought leader in your market.

That’s why content marketing is booming amongst leading B2B marketers, generating 3 x more leads than traditional outbound marketing at a fraction of the cost.

Video marketing is also booming in the B2B world – not only is it a fast way to communicate complex messages to your viewers, but it gives you the chance to engage with them too. About 78% of B2B marketers use video.

And email marketing, done well to a good opted-in list, can often deliver a high ROI for B2B.

Identify More Website Visitors

Many of the sales prospects visiting your website don’t contact you: would you like to identify many more of the anonymous website visitors that don’t enquire so that you can contact them before your competitors?

Only about 2% of website visitors contact you. Want to identify more of the 98% of website visitors that don’t contact you?

Intrigued? If you want to know the contact details and exactly which pages they’ve shown interest in, request your one month free trial of CANDDI.

CANDDI is the UK’s best website visitor identification tool. Your one month long free trial is easy to set up and lets you see the names and contact details of who’s visiting your website.

  • Want to know what interests your website visitors? CANDDI lets you see which pages they visit and how long they spend on each page.
  • Want to know when a prospect opens your emails to them, or your newsletters? CANDDI even lets you track email opens which means you know when to make your sales follow ups, increasing your conversion rates.

“Your sales team will love this lead identification tool! CANDDI is pure gold!”

Learn more about how CANDDI works in our section Identify More B2B Website Leads. Or visit the CANDDI website for your free trial.

Or contact book a Zoom meeting with Christopher today to answer any quesions and see how well CANDDI can work for you.

Let's Talk →