Business development · 25 March 2020

Why B2B is as important as B2C for your bottom line


Would you talk to a parent in the same way that you would a friend? Would you use the same language or go into the same detail? It is highly unlikely as ordinarily we adapt and tailor our language and tone depending on who we are speaking to.

This example is an exact parallel demonstrating the differences a business faces when creating and implementing their B2B and B2C messages and campaigns.

While there is some overlap of strategies to engage B2C and B2B audiences, there are also notable differences. You are talking to other brands and businesses through B2B marketing as opposed to talking to the everyday consumer through your B2C activity.

Is one more important than the other?

Marketing departments and creative agencies tend to think of customers (and B2C) first and rightly so, they are at the heart of everything they do. However, very often, as a result, B2B marketing gets overlooked, despite it being just as important to a business’s bottom line.

The B2B audience

Your B2B audience are professionals looking for expertise, this makes them more of a niche market and often rationally, rather than emotionally driven.

They are looking for a direct response to a specific problem. As a result, your messages need to be more insightful in order to make an impact and promote your credibility.

After all, you are aiming to develop lasting relationships and create lead generation as opposed to quick sales at the end of the process, so your message needs to make an impact (and imprint).

You are not just trying to grab the attention of this audience; you are trying to retain their attention too.

Have some fun

Compared to marketing to consumers, B2B is often seen as being a bit dry and agencies tend to spend more time doing the fun? stuff that is usually associated with B2C.

But ultimately, customers are customers and you are still marketing to people. it’s good to remember that businesses don’t make buying decisions, individuals do.



Gayle Carpenter is the driven and focussed founder and Creative Director of Sparkloop Design and Communications Agency. She founded Sparkloop in 2004 and successfully delivers bespoke creative strategies for brands and businesses. Gayle's founding client, Red Bull, is still with her 15 years later along with The Prince's Trust who she has also managed to retain whilst attracting other impressive clients such as Prudential, Checkatrade, Homeserve and most recently, Asics. She has kept her vision, kept her team small and focussed, and has offices in London and Bath to maximise business opportunities while managing her close relationships with her clients.