--- title: The difference between B2C and B2B marketing description: Many say marketing should not be split into B2C and B2B, but rather H2H, human to human. We think the difference still matters, and here is why. image: https://leadlabs.se/hubfs/Blog/linkedinannonsering.png --- [Skip to content](https://leadlabs.se/en/insights/difference-between-b2c-and-b2b-marketing#main-content) - [English](https://leadlabs.se/en/insights/difference-between-b2c-and-b2b-marketing) - [Swedish](https://leadlabs.se/insikter/skillnad-b2c-och-b2b-marknadsforing) English Show submenu for translations [![Leadlabs](https://leadlabs.se/hs-fs/hubfs/leadlabs-primary-black.png?width=199&height=36&name=leadlabs-primary-black.png)](https://leadlabs.se/en?hsLang=en) - [Home](https://leadlabs.se/en/) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) Open main navigation Close main navigation - [Home](https://leadlabs.se/en/) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) - - [English](https://leadlabs.se/en/insights/difference-between-b2c-and-b2b-marketing) - [Swedish](https://leadlabs.se/insikter/skillnad-b2c-och-b2b-marknadsforing) English Show submenu for translations - [Book Meeting](https://leadlabs.se/en/contact-us) [Book Meeting](https://leadlabs.se/en/contact-us?hsLang=en) [All posts](https://leadlabs.se/en/insights/all) October 11, 2026 # The difference between B2C and B2B marketing ![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·  2 minute read ![B2B and B2C marketing](https://leadlabs.se/hs-fs/hubfs/Blog/linkedinannonsering.png?width=1200&name=linkedinannonsering.png) Many people today say marketing should not be categorized as B2C or B2B. Instead we should talk about H2H, human to human, and that it does not matter whether you sell to consumers or companies. I think it does matter. Selling products and services used by companies rather than consumers requires a different kind of approach. ## Longer sales cycles Products and services that companies buy are often more complex and more expensive, which usually leads to longer sales cycles than in B2C. B2B products and services are also often more customizable and need to be discussed and argued through more. ## Several people are involved in the purchase In B2B there are often several people involved in a purchase. In B2C there can also be several decision makers, such as a family member, but it is usually nowhere near as many as in a B2B purchase. Here, marketing can make sure several people have been engaged, informed and moved along the customer journey, so more of them are positive by the time sales contacts the customer. The people influencing the purchase can differ a lot, so it is important to meet them at their level of knowledge. For example, when buying a CRM system the IT manager is interested in technical details, the CEO in the business value, finance in the cost, the CRM team in usability and customer service in how it makes things easier for customers. Products and services that companies buy also often affect many people who were not part of the decision, which is not the case in B2C. That makes decision makers weigh their purchases more carefully than private individuals do. B2B buyers are therefore often less emotionally driven than consumers are in B2C. Spending the company's money rather than their own also makes buyers more logical in their purchases. As marketers we can take advantage of this, since B2B buyers are more predictable than emotionally driven consumers. > "On average, 6.8 people are involved in the B2B buying process." > > Source: [Heinz Marketing Study,](https://www.pathfactory.com/blog/sales-and-marketing-challenges/)[LinkedIn B2B Institute](https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2020/images/pdfs/B2B-Marketing-Fundamentals-Playbook-2020.pdf) ## The audience are better negotiators When we sell to B2B, we need to be aware that the people we meet are skilled negotiators who may even be trained in negotiation techniques. Many have taken courses in how to handle salespeople and their techniques. That makes it even more important to engage several people through marketing before sales contacts the customer. And since the product or service is adapted to the company in question, the price discussion is also longer than when selling to consumers, where the price is often not negotiated at all. > 75% of B2B buyers use social media to learn more about potential vendors. > > Source: [Forrester blog, "Welcome To The B2B Marketing Renaissance"](https://www.forrester.com/blogs/welcome-to-the-b2b-marketing-renaissance) These are some of the arguments, and there are certainly more. Feel free to share what you see as the biggest differences! 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