B2B Paid Media vs. B2C Paid Media
- The Differences
Table of Contents
At IndieAd, we had the chance to sit down with Gabriel Ehrlich – who was, at the time of this conversation, founder & CEO of Remotion (a LinkedIn ads agency). Gabriel brings years of expertise in B2B digital advertising. Originally presented in our podcast, this article dives into the often-debated topic: What makes B2B paid media fundamentally different from B2C? From long sales cycles to precise targeting, they explore the nuances that make B2B a unique challenge – and a rewarding one when done right.
Key Takeaways from the Conversation
1. The Patience Game in B2B Paid Media
One of the most striking differences between B2B and B2C advertising lies in the sales cycle. While B2C campaigns often yield quick results – sometimes within days or weeks – B2B sales processes can stretch across months or even years. Gabriel explains:
“In B2C, you might see an ad, click, and buy within a week. But in B2B, even moving from lead to sale could take over a year. Add in decision-makers, proofs-of-concept, and board approvals, and you’re looking at a marathon, not a sprint.”
For B2B paid media campaigns, marketers must adapt their expectations. It’s not about instant gratification but building trust and staying relevant over time.
2. Targeting: Precision Over Volume
In B2B, the quality of your leads matters more than the sheer quantity. Gabriel emphasizes the importance of defining an ideal customer profile (ICP). Unlike in B2C, where broader targeting can work wonders, B2B paid media must zero in on job titles, company size, industry, and geography.
“If you’re targeting banks with a CRM solution, there’s no point in marketing to a bank teller. Instead, you need to reach the decision-makers – whether that’s the head of customer relations or even someone in the IT department managing CRMs.”
At the same time, Gabriel warns against putting all your eggs in the C-suite basket. While CEOs and decision-makers are on platforms like LinkedIn, they often delegate research and evaluation tasks to their teams. Successful campaigns address not only executives but also influencers within the organization.
3. Data and Adaptability Drive Success
When entering the world of B2B paid media, marketers often assume the playbook is the same as B2C. Spoiler alert: it’s not.
Metrics like cost per click (CPC) or even click-through rates (CTR) can be misleading.
Instead, B2B campaigns should focus on:
- Lead quality: Is this lead relevant to your ICP?
- Engagement levels: Are leads consuming your content or progressing in the funnel?
- Brand recognition: Are you creating a lasting impression that keeps you top-of-mind?
Gabriel’s advice? Test, adapt, and measure. B2B campaigns require consistent iteration and alignment between marketing and sales teams.
- B2B Paid Media: Like Woody planning a rescue mission - strategic, thoughtful & relying on collaboration to succeed
- B2C Paid Media: Like Buzz Lightyear’s flashy entrance - exciting, memorable & immediately grabs the attention of everyone
Why Brand Building Matters in B2B Paid Media
Beyond immediate metrics, long-term brand investment is of the highest importance. Drawing parallels to traditional advertising, Gabriel notes that consistent presence builds trust.
“If your ads consistently show up in premium placements and your brand message is strong, your audience will see you as a market leader. It’s not about short-term ROI – it’s about signaling that you’re here to stay.”
Final Thoughts
B2B paid media is both an art and a science. Success demands patience, strategic targeting, and a willingness to test and learn. Whether you’re a startup entering the digital space or a seasoned marketer refining your approach, understanding these nuances will set you apart.
>> PERSONAL COMMENT OF INDIEAD'S CEO <<
The comparison between B2B and B2C is sometimes too generic. These 2 organization types have many business models; some are similar to others. In e-Commerce, for example, these practices are more similar than in Lead Generation since e-commerce is based on direct response and has no sales pipeline; it’s click-to-buy.
In companies that are based on lead generation, meaning that they have marketing and sales operations, it gets more complicated, and there are a couple of reasons for that:
That’s why in professionally built B2B growth plans, depending on budget and goals, you’ll find multiple layers of media channels with unique goals: Lead generation, brand visibility and recognition, account activations (read more about Account-Based Marketing), and more.
Don’t CTRL-C CTRL-V B2C practices in your B2B organization. Build your plan from scratch while taking advantage of the different media platform’s capabilities for your unique business model, operations, and client’s characteristics.
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