B2C business works in a large-scale market while B2B business usually works in a niche market. Lead generation is therefore the primary goal for B2B marketers. Besides, B2C marketing develops more short-term relationships with customers while B2B marketing focuses on building a long-term relationship. Thus, B2B marketing always pays more attention to the user and customer experience, including website design, user on-boarding, and personal support calls.

Email being the most commonly used communication channel in business, email marketing is the most cost-effective way to reach target audience, promote products, communicate with customers and reach business goals. A good marketing email should include enticing subject, one call-to-action (CTA) per email, email segment and responsive email design.

It is essential for B2B marketers to create a good UX design on the website, including excellent information architecture and outstanding content readability. Besides, compared to on-page SEO, off-page SEO can help to build up your brand's reputation and credibility, as well as driving traffic to your website. Other ad formats such as display banner ad, video ad, PPC campaign can also facilitate your marketing goal.

Unlike B2C marketing which focuses more on emotion, B2B marketing emphasizes fact and expertise. Creating quality content using industry terminology allows B2B businesses to establish brand's professionalism and connect with their target audience. It is also important to add thought leadership into marketing mix, with the goal of becoming recognized as an expert and a go-to resource in a specific field.