There are some similarities in the tactics used in business to business (B2B) and business to consumer (B2C) marketing, but there are also some stark differences. The tactics you choose may vary based on your ideal customer, but understanding the characteristics of B2B and B2C tactics will help you choose the right mix to help you reach your goals.

Identifying Prospects

One of the commonalities between B2B and B2C tactics is that most marketers in both categories are not effectively scoring leads. Some research shows that as high as 64% of B2C and 51% of B2B marketers don’t have effective processes in place to evaluate the quality of their leads.

While marketers goals for what they prioritize as important about working with prospects differ, all marketers need to do a better job of identifying and categorizing prospects so they can effectively target the right messages to them. B2B marketing tactics focus more on moving prospects through their sales process quicker, while B2C marketers focus more on creating and nurturing customer loyalty.

Understanding Prospects Better

Of the companies that do score their prospects, there are some common criteria used in the scoring systems used by successful marketers. Some of the criteria B2B marketers use to score their leads include company revenue, expressed time to make purchase, industry, and content downloads from the marketer’s website. B2C focus more on household income, gender, geography, e-mail opens, and page views on website.

While the criteria for scoring  prospects varies among marketers, the goals are similar. Marketers seek to understand prospects’ purchasing decision process so they can make their messages more effective and move prospect through the purchasing process.


In the wake of Google’s algorithm changes marketers have seen heightened focus on trust, which is a direct reflection of their brand awareness. Brands with strong identities that are consistently communicated to prospects and customers across a variety of media build trust. Branding, in turn, can lead to more business through direct referrals and word of mouth.

While branding is important for any business, it is more important for B2C marketers, so these marketers should be making more use of online banner ads which are very effective at establishing and reinforcing brand awareness.

Content Marketing

It has been said that content is king, and it is an important tool for all online marketers, but even more so for B2B marketers. Content marketing is a great tool to establish thought leadership through blogs, white papers, webinars and other types of content. Properly focused content can educate your prospects and make them feel comfortable that your business is the go to solution for them when they are ready to make a purchase. By recognizing that a majority of people who visit your website are not ready to buy the first time they visit, you can provide valuable content to keep them coming back for more until they are ready to buy. Once they are ready to buy, your content will have built your credibility and your prospects will see you as the obvious solution to their problem.


Most marketers have lots of work to do to effectively identify, score and nurture their prospects if they want to get the most from their marketing budgets. One proven way to shorten the learning curve with respect to finding the right marketing tactics for your business is to work with professionals that have been there before. Our team of specialists work with companies from a wide variety of industries every day and we can help you find the solution that works best for you to reach your marketing goals. Contact one of our team members to explore solutions that work.