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Differences between B2C and B2B Marketing

The purpose of marketing is to apply the most effective strategies to reach the desired consumers and deliver the products to them, adapting to their needs and demands. But marketing encompasses different types , depending on who it is targeting and what it sells. A differentiation is the one that occurs depending on the customer to whom it is addressed: the B2C (Business to Consumer) and the B2B (Business to Business). The first is marketing to consumers and the second is marketing between companies. Do you want to know how they differ?

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  • 20 Digital Marketing Terms Every Marketer Should Know

Index of contents

  • The B2C and B2B of Marketing
  • B2C (Business to Consumer)
  • B2B (Business to Business)
  • Examples of B2C and B2B success
    • B2C cases
    • B2B Cases

The B2C and B2B of Marketing

The terms B2C and B2B  are used to distinguish business marketing processes that sell to the end consumer and those that target companies. In both cases, most of the process is similar, what changes is the way in which these processes are carried out and the strategic messages that are disseminated. These two types of marketing begin their strategies by defining the target audience and detecting how to satisfy their needs to sell them a product, different in each case.

We bring you the main differences that distinguish B2C and B2B marketing.

B2C (Business to Consumer)

The acronym B2C refers to the mass consumer market, that is, companies that offer products or services to people. Therefore, B2C marketing is aimed at highlighting the personal benefits that the product brings to consumers, through emotion. Efforts are also focused on reinforcing the brand through repetitive advertising. Its main characteristics are :

  • The purpose is to appeal to emotion and feelings to create an immediate need and awaken the desire to buy on the part of consumers.
  • We work to keep the purchase process short and the public is motivated with promotions and discounts. Customers have been shown to buy on impulse and therefore want a quick and effective sale.
  • The number of customers is large , but the volume of purchase is smaller.
  • The customers are scattered.
  • Distribution channels are smaller .
  • Advertising is usually done through traditional mass media.
  • Look for quick and immediate results.

B2B (Business to Business)

The acronym B2B refers to the corporate market, those companies that market their products or services to other companies. In this way, in the B2B marketing typology, the purpose is to establish personal relationships, with which to reinforce the prestige and identity of the brand. In other words, transmit the value of the company. The strategy focuses on conveying how the product helps customers save time, resources and money.

B2B marketing is mainly linked to industry, institutions and government, and its characteristics are:

  • It focuses on the logic of the product, that is, on its characteristics. What the market wants is to know more about the product and how it will help them.
  • The sales process is longer and on a larger scale. This is because the purchase decision is more premeditated. Therefore, the value proposition must be more detailed.
  • The volume of customers is smaller, but the volume of purchase is larger. As the range of clients is smaller, more precise strategies can be carried out.
  • The customers are focused on specific markets and reduced.
  • There are many distribution channels.
  • Advertising is more personalized, which is why it is usually done at industry events.
  • Seek to achieve long-term goals.

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Examples of B2C and B2B success

Now that you know how these two types of marketing differ, we bring you two examples that demonstrate the effectiveness of strategies when the market in which to operate, the type of client and the objectives to be achieved is correctly defined :

B2C cases

  • Tesco is committed to technological innovation. This supermarket stands out for the introduction of new technologies in its stores. For years they have been focusing their efforts on facilitating the purchase for the customer and saving costs in this process. They have introduced innovations such as Big Data, augmented reality, e-Commerce, or large virtual screens in their stores to make purchases from them. Its strategy is based on first testing these innovations in pilot stores and, if they work, implementing them in the rest of the stores. The objective? become a multichannel provider. They also create their own technological products, such as apps or tablets, to improve and facilitate the customer’s shopping experience.
  • Bruguer and augmented reality. The paint company developed an application that allows you to “paint” the walls and see how it would look in reality. The goal is that consumers can try all the colors they want without having to do it on the wall itself. Through the mobile you can see the room painted the color you would like. With this strategy, Bruguer reaches all the people who want to paint their house and, in this way, increases the chances of conversion. The success of this strategy is going to offer a solution to the problem , in this case, being able to try all possible colors before having to take the brush.

B2B Cases

  • IBM celebrates its 60th anniversary. The company dedicated to the computer sector turned 60 years old. To celebrate, IBM Singapore conducted a B2B marketing campaign summarizing the company’s history. What they did was create a web page where the user could navigate in a simple and interactive way through the history of the company during those 60 years. In addition, the most outstanding projects to date were annexed and the future goals to be achieved were shown, together with the testimonies of the employees. The success of IBM’s marketing strategy lay in taking advantage of the company’s history as a differentiating value , with which it sought to generate greater trust around the brand by highlighting its achievements. In addition, this idea was reinforced by the personal experiences of the employees, which helped increase the credibility of IBM’s successes.
  • Forbo is  committed to originality. The flooring company Forbo wanted to publicize its new line “Spirit of Spa” among architectural firms and interior designers. To do it in a different and original way, they created pairs of sandals that they distributed among the companies, thus inviting them to “live the experience under their feet”.

If you are in charge of marketing in your organization, whether B2C or B2B, and you want to know the keys to defining a good business strategy, at IEBS we offer you the  Master in Marketing Intelligence & CRM , with which you can understand and assimilate the the role of marketing in organizations, the process and the need for planning in them and knowing how it is established and what areas and interrelations it implies.

Postgraduate in Strategic and Product Marketing

Implement successful business strategies in your organization

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How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.


Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.


Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.


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How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.


If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.


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How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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