B2B, B2C and B2B2C Opportunities for your Business: Which one is Better?

B2B stands for ‘business to business’ where a business sells products or services to other businesses. 

B2C is ‘business to consumer’ where a business targets personal customers

B2B2C is business-to-business-to-consumer where businesses access customers through another business, and they may or may not interact directly through their own brand or business. 

Which business model applies to your business?

Discover the difference between the business models, how to best apply these models and how they affect your business growth. 

According to Forrester Research, it may surprise you that the B2B market is much bigger than B2C. In fact, it is more than double the size of the B2C market, at $780 billion

B2B is more financially rewarding, however it involves a lot of moving parts, many decisions to be made, a lot more touch points, and generally a longer sales cycle. 

Discover opportunities for your business financial growth within these models and understand how the models differ, so you can use the right client generation strategy to profit from any of these models. 

Whether it’s relationship building or communication strategy, the different business models must take different approaches to maximize the effectiveness of their marketing.

The goal of B2C marketing

👉B2C goal is to drive traffic to the website and make sales. To do this, the customer journey needs to be seamless. B2C businesses are all about minimizing the amount of time spent acquiring the customer, which becomes very transactional. This will involve as little communication between the customer and business, and can include strategies like coupon codes, sales, discounts, email marketing etc. Focus is on the ideal client avatar

👉B2B marketing and lead generation

Don’t simply sell to your buyers, but empower them. Provide them with materials, sample products, and anything else you can think of. Help them out, so they stay loyal to you.

👉 B2B focuses on building strong client relationships during the buying cycle to drive long-term business. It is important to acquire warm leads, develop personal relationships, focus on repeat business and build referral partners. Focus is on a professional person

Positioning as a B2B Business:

  • Brand recognition
  • Relationship building
  • Differentiation
  • The person buying isn’t the end user

You’re in a ‘partnership’ with the other business to sell more:

Ensure you have guidelines in place so as to not compete with the business buyer by advertising direct to the end-user,, unless that’s your model. You want to be there for your buyers and keep them stocking your products. Clearly make and stick to the decision to sell directly to businesses. Getting the end user to trust and believe in your brand will keep them asking for the business to stock your product.

What is the most important strategy for B2C:

  • Brand Voice
  • Brand loyalty
  • Show credibility, 
  • Connection with customer
  • Compel to buy
  • The person buying is the end user

B2B vs B2C in the Customer Communication

B2B offer open communication in the decision-making process with a business and it can be a longer cycle. B2B is very niche focused.

B2B Buying Cycle:

  • Awareness
  • Interest
  • Consideration
  • Intent
  • Evaluation

B2C try to limit the contact between customer in the buying process and the intent is for a short cycle. B2C is very funnel focused.

B2C Buying Cycle:

  • Awareness
  • Interest
  • Desire
  • Action

B2B Marketing Campaigns

These include niche/industry specific language which focuses on credibility and showing expertise and less on emotional buying.

B2C Marketing Campaigns

These should evoke emotion in the ideal customer to get them to buy.


Buying a $300 bicycle will take less time to make the decision to buy compared to a business purchasing $50,000 software for their company. Emotive words will get the bicycle quicker whilst you would expect credibility and a phone call before purchasing the software, so it would be a longer sales cycle.

B2B vs B2C Summary:

⭐ Lower volume & Higher Price vs Higher volume & Lower Price

⭐Education & Efficiency vs Entertainment & Convenience

⭐Interpersonal relationships vs Transactional relationships

⭐Logic & Features vs Desires & Beliefs

⭐Long term goals vs Short term goals

⭐Long sales cycle vs Short Sales cycle.

B2B2C is where they sell to businesses who sell to the consumer, and they in fact may also sell direct to the consumer. This means they will have to consider both models within their business.

It is paramount that they recognize that each of their customers have a different set of needs, wants and value propositions/offers. That means that as a marketer, you will have to communicate with both customers differently. They will need to use a different approach with each customer and communicate in a different way. How you market and sell to a business is different than how you market and sell to an end user customer.

How to create more B2B opportunities :

  • Have real conversations with as many of your prospects as you can consistently
  • Create a List of targeted businesses
  • Targeted personalised emails
  • Warm Calling. Call previous people you’ve engaged with
  • Segmented email sequences
  • Have a LIVE chat on your website. 42% of customers prefer live chat for customer support questions.
  • Include a link to a promotion in your email signature
  • Facebook and Linkedin Groups. Start and engage in conversations
  • List your business on online directories
  • Industry forums, expos or summits
  • 87% of B2B decision makers look online for honest reviews before purchasing
  • Remarket /retarget visitors to your website
  • Be sure to have your website content in the right place for organic seo
  • Ensure your landing pages speak to the B2B business market
  • Write blogs and articles for website and Linkedin
  • Write newsletters specifically talking to that niche
  • Webinars are a great lead generation process
  • Have downloadable ebooks to increase leads
  • Always ‘talk’ to the decision makers
  • Create a report or company brochure
  • Guest posting
  • Referral partnerships
  • Networking
  • Client referrals
  • Competitors analysis and differentiation
  • Start an advisory board to support your growth
  • Attend or Present at industry events

What is the similarities or consistent between B2B, B2C and B2B2C is that humans buy them. You just need to know that human and you just need to understand the process relevant to them, and to know how to engage them.

If you’re having difficulties breaking into a new business model or having trouble in your current model, Book a call to discuss opportunities.

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