How do marketers need to think differently about marketing to B2B and B2C clients?

 I work at a traditionally B2B company, that is exploring a new B2C channel.  As we think about B2B and B2C customers and prospects, there are clear differences in how we need to market to the two channels.  Here are three ways marketers need to think about the two channels differently.

1) As we think about the technology we use, we need to consider the costs of how we reach, track, and assess engagement with our target consumers.  Technologies used for B2B marketing, where the audience is smaller and more targeted, may prove cost-prohibitive for B2C marketing.  This should be assessed before leveraging the same technology capabilities and strategies across both.

2) The B2B business is all about personal, long-term relationships built on trust and delivery.  B2C, though relationships can be fostered over time for certain brands, are more likely transaction-based relationships.  Marketing must account for this.

3) In the B2B space, you are likely working with a sophisticated audience that wants information, data, and metrics around your brand or product, and marketing materials should reflect that.  In B2C marketing, it is all about simplifying your message to reach the broadest audience.