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Process of Creating a Marketing Strategy: B2B vs B2C

  • Writer: ELEVA Marketing Ltée
    ELEVA Marketing Ltée
  • Sep 2
  • 2 min read


Developing a marketing strategy is a foundational exercise that differs significantly depending on whether you’re targeting a B2B (business-to-business) or B2C (business-to-consumer) market. For a marketing agency like ELEVA, understanding and mastering these distinctions ensures the design of effective, fully tailored action plans for each audience.


Strategy B2B & B2C

Fundamentals of B2B Marketing


Complexity and Rationality

B2B marketing addresses professionals and companies, requiring a more complex and rational approach. The purchasing process often involves multiple stakeholders, users, influencers, decision-makers, and buyers. Sales cycles are long, and every purchase usually needs justification to internal departments or senior management.


Key Steps in the Process

  • Market analysis: detailed segmentation and assessment of companies’ specific needs.

  • Creation of technical and educational content: case studies, white papers, ROI demonstrations.

  • Multiple touchpoints: personalized prospecting, CRM workflows, nurturing campaigns, and dedicated follow-up.

  • Building credibility: trade show participation, strategic partnerships, and customer testimonials.

  • Long cycles and stakeholder involvement: nurturing relationships and optimizing the B2B customer experience.


Fundamentals of B2C Marketing


Speed and Emotion

B2C marketing targets individual consumers, relying on emotion, speed, and broad impact. Purchase decisions can be impulsive, with short sales cycles driven by desire and immediate experience.


Key Steps in the Process

  • Consumer analysis: demographic segmentation, purchasing behaviors, and emotional trends.

  • Creation of engaging, visual content: short videos, viral campaigns, and emotional storytelling.

  • Heavy use of digital marketing: social media, paid ads, influencer collaborations, and promotions.

  • Rapid conversion: clear calls to action, time-limited offers, and streamlined shopping experiences.

  • Satisfaction and retention: responsive customer service, loyalty programs, and visible customer reviews.


Core Differences between B2B and B2C Strategies

Criterion

B2B

B2C

Buying cycle

Long and complex

Short, often impulsive

Decision-makers

Multiple roles

Single consumer or household

Motivations

Logic, ROI, efficiency

Emotion, experience, price

Communication style

Formal, technical, argument-driven

Direct, emotional, visual

Channels

Case studies, trade shows, CRM

Video, social media, promotions

Sales volume

Lower volume, high-value transactions

High volume, low-value transactions

Points of Complementarity

B2B and B2C approaches share best practices: audience adaptation, personalized communication, customer retention, and data-driven analysis. In some industries, such as technology and healthcare, the emotional appeal of B2C combines with B2B rationality to maximize impact. Innovative companies deploy hybrid techniques (webinars, professional influencers, customer storytelling) to tailor strategies to market characteristics.


Partnering with a Marketing Agency

Working with an agency like ELEVA ensures your marketing strategy is aligned with these critical differences, optimizing the creation process and boosting performance, whether launching a B2C campaign aimed at immediate conversion or driving B2B growth focused on relationships and credibility.




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