What you say, where you say it and who you say it to matters, especially in marketing. Business-to-
business (B2B) and business-to-consumer (B2C) marketing may pursue a similar goal — getting
customers to engage with or buy something from your company — but there are also important
differences between them. Understanding these nuances and tailoring your approach accordingly is
essential to crafting content and messaging that resonates with your audience.

The differences between B2B and B2C marketing

• The primary distinction between B2B and B2C marketing is the target audience:
  B2B marketing targets businesses or, more specifically, the senior-level decision-makers who
  are responsible for organizational- and department-level purchasing and strategy. The messaging
  focuses on business needs, drivers and challenges.
• B2C marketing targets individual consumers who are making personal purchasing decisions.
  The messaging focuses on personal needs, interests and lifestyle preferences.

Tailoring strategies for impact

Given the varied needs of B2B and B2C audiences, the strategies you use to reach them must also vary:

• B2B marketing should showcase your expertise, establish thought leadership and build trust in
  your organization through in-depth content such as white papers, solution brochures and case
  studies.
• B2C marketing can feature creative/experimental storytelling and use a broad range of channels
  to reach customers, including social media, influencer partnerships, TV and online ads, and email
  marketing.

Of course, the lines between B2B and B2C marketing are not always clear-cut and often overlap. It's not
uncommon for a company to engage in both B2B and B2C initiatives, catering to distinct market
segments with tailored strategies.

The Ascribe edge in B2B marketing

The Ascribe team brings deep experience in B2B marketing, having crafted everything from marketing
campaigns and annual reports to white papers, websites and blogs for national and multinational
corporations, government agencies, Crown corporations, academic institutions and not-for-profits across
Canada and around the world.
Today’s organizations need specialists who can deliver messaging across a wide range of content
platforms while retaining the big-picture view of it all. As we work with clients over time, we become their
“messaging database”, intimately familiar with their evolving corporate storyline and how it’s delivered.
That means the next time we’re called on to write a presentation or bit of web copy, we have the full
messaging history at our disposal — allowing us to deliver with speed and precision and to bring strategic
insights to the storytelling.
Whether B2B or B2C, let us know how we can help you write content that resonates with your audience’s
dynamics, decision-making processes and purchasing behaviours.