There are notable differences between business-to-business (B2B) and business-to-consumer (B2C) marketing approaches. Indeed, business-to-business marketing aims for the rational, analytical thinker, while business-to-consumer marketing goes for the heartstrings. Both are aimed at the general public, though. 1. In addition, consumers like to do business with other individuals. B2B marketers are learning the hard way that their customers aren’t rational, emotionless decision-making robots in today’s more dehumanising work environment. People are…