Debunking “B2C or B2B, it doesn't matter, you’re still just talking to people”

You might’ve heard me ramble about B2B being just as emotional as B2C, if not more. Forget the brand campaigns and tear-inducing ballad versions of famous songs, I’m talking about the deeply human emotional of “will this make or break my corporate reputation” kind of emotions.

But there’s another thing on the subject of B2B vs. B2C that’s been on my mind lately.

I honestly don’t know how many times I’ve heard the phrase: “B2C or B2B, it doesn't matter, you’re still just talking to people”. Heck, I’ve said it myself at times. Because it sounds smart and a little profound 😎

And while it’s technically true, I feel like it misses the point. It’s a bit like saying "Well, a bike and a Boeing 747 are the same because they both get you from one place to another". Mhm, but the mechanics are slightly different, right?

I think the "it's all just people" mindset can actually be a trap for a creative, let me put the reasons why in a snackable list:

1. The committee of one vs. the village
   In B2C, you’re most likely talking to one person. That person sees the ad, feels the vibe, and hits 'buy'. They are the judge, jury, and executioner of that credit card swipe.

   In B2B, you’re talking to the actual user, their manager, the person holding the budget, and the legal person whose sole job is to make sure nobody does anything stupid. They all need to understand the product, see the value, and most importantly, trust you. You aren't winning over a heart, you’re winning over a consensus. That’s a very different journey.
   

2. The 40-second sprint vs. the ultra-marathon
   My B2C journey is often hilariously short. I discovered Common Clouds Glazing Milk on Instagram and bought it immediately with pre-filled Apple Pay. We’re talking 40 seconds from discovery to "Thank you for your order".

   In B2B, we’re talking months. Marketing here isn't about a quick hit of dopamine – it’s about supporting a long, exhausting sales journey. It’s about reassurance, repetition, and risk mitigation. You have to know what to say, to whom, and at which specific stage of the marathon they’re currently in.
   

3. Landing vs. traveling
   In B2C, your message needs to land. It needs to hit the target and stick. In B2B, your message needs to travel – by bike or Boeing 747, depending on the occasion, hehe.

   It needs to be picked up by one person (your champion) and explained to another (their boss). Then it may need to be repeated again in a board meeting, or pass another department who isn’t exactly in love with marketing. If your copy is too "clever" or too vague, it dies the moment your champion tries to explain it to someone else. It needs to be portable.

I’m not pitting these two against each other, I work with both and I love both. I’m just saying they require completely different frameworks and mindsets.

So, I’m not so sure the good old “it’s just people” is the win we think it is. As a creative, if you go in thinking it’s the same thing, you’re going to end up with a very pretty campaign that nobody can actually use to close a deal.