Is B2B marketing different from B2C?

Is doing marketing for Patagonia different from doing marketing for Slack?
In other words, is B2B marketing different from B2C?
The short answer: no.

I’m asked this question often, and the truth is that B2B marketing rests on the very same principles as B2C.
Yes, there are intrinsic differences - longer sales cycles in B2B being one example. But the overlaps are far greater than the gaps:
- Both sell products and need customers.
- Both need to build and manage brands.
- Both need to advertise.

Claiming B2B is fundamentally different from B2C also suggests that B2C is uniform - and it isn’t. Marketing shampoos is not precisely like marketing cars or mortgages. In fact, B2B software has more in common with B2C mortgages than with shampoos.

Bottom line:
Every category has its own quirks, beyond the B2B/B2C divide.
Marketing is still marketing, regardless.
Just study the specific peculiarities of your category and do the work. Ciao