Digital Marketing B2B vs B2C: What’s the Difference?
Look.
You’re not mad.
You have heard these letters tossed around like confetti at a wedding.
B2B. B2C. B2G. B2-what-now?
If you’ve ever felt like digital marketing is some kind of corporate bingo, you’re not alone.
Let me break it down for you, plain and simple.
Because understanding the difference between B2B and B2C digital marketing might just save your budget and your sanity.
Especially if you're a startup or local business here in Ireland, wondering if this marketing thing is even worth the hassle.
Spoiler: it is.
Let’s roll.
Wait… is digital marketing B2B or B2C?
Yes.
Both.
Digital marketing is not tied to just one model. It’s a flexible toolbox. And it works whether you’re:
Selling HR software to law firms in Dublin
Shifting candles at your local market stall
Running a private physiotherapy clinic targeting GPs
Or launching the next eco-friendly dog jumper empire
Let’s break it down clearly. No waffle.
What is B2B digital marketing?
B2B stands for Business to Business.
That means you're selling your product or service to another business.
The tone here is less “YOLO” and more “Let’s talk ROI”.
Think:
A payroll company selling software to accountants
A commercial printer selling to event agencies
A logistics business working with eCommerce stores
These buyers are not impulse-driven.
They’re risk-averse.
They want logic.
They want proof.
They want to know exactly what they’re getting - before they even blink near a credit card.
B2B digital marketing focuses on:
Educating (because the decision process is longer and involves multiple people)
Building trust (testimonials, case studies, whitepapers)
Generating leads (instead of direct sales)
Positioning yourself as a problem solver (not just a product pusher)
Most B2B buyers do their research silently online before you ever hear from them.
That means your digital presence needs to speak before you do.
If your homepage looks like it was built during the Celtic Tiger years?
That’s a problem.
What is B2C digital marketing?
B2C means Business to Consumer.
Here, you're selling directly to individual customers.
Clothes
Skincare
Dog toys
Crisps made from chickpeas (fair play if you’re doing that)
This is faster-paced.
People buy based on:
Emotions
Price
Aesthetic
Vibes (yep, really)
They don’t need three boardroom meetings to buy a hoodie. They just need a 20 percent discount and a TikTok video that makes them laugh.
B2C digital marketing focuses on:
Emotional connection (humour, style, lifestyle)
Engagement (likes, shares, reels, banter in the comments)
Conversion (sales, clicks, add to cart)
Loyalty and repeat buying (email offers, points systems, shoutouts)
The path from “ooh that’s nice” to “shut up and take my money” is short.
But the competition is fierce.
And if your offer’s not clear or your checkout takes more than 2 seconds to load — that person is gone faster than your cousin at a wedding when the bill hits the table.
So... what’s the difference if it’s the same internet?
This is where things get interesting.
Both B2B and B2C marketers use the same platforms:
But how they use them is night and day.
Imagine LinkedIn:
B2B: A post about market insights, a new tool, or a case study showing how you saved a client 14 hours a week
B2C: Crickets. Or your aunt’s post about how lovely the chicken fillet roll was today
Now Instagram:
B2B: Maybe a quote graphic or an explainer video about a process
B2C: Product demos, behind-the-scenes, memes, reels, influencer tags - the whole shebang
The overlap? It’s growing.
Here’s the thing nobody tells you:
People are still people.
Even if you’re selling to a business, you’re still talking to a human.
That human has feelings.
That human scrolls TikTok.
That human still gets excited about free delivery.
So B2B is becoming more casual.
More relatable.
More human.
And B2C? It’s getting smarter with data, automation, and segmentation like B2B has been doing for years.
We’re seeing this beautiful crossover where brands who can balance professional clarity with genuine connection are absolutely smashing it.
Can a small business do both?
Yes - but not with the same voice, message, or strategy.
Here’s a mistake I see a lot:
You’re targeting builders AND homeowners
You’re selling software AND mugs
You’re sending the same email to CEOs and people looking for birthday gifts
You can do both B2B and B2C.
Just make sure each one feels like it was made for that person.
Split your audiences. Separate your campaigns. Respect the differences.
Don’t mix metaphors. Or marketing messages.
TLDR: Is digital marketing B2B or B2C?
It’s both.
But they require different:
Messaging
Sales funnels
Platforms (or at least how you use them)
Expectations
Goals
Budgets
Patience levels
If you want it to work, you need to know who you’re talking to, what they care about, and how to reach them in a way that feels natural.
Otherwise?
You’re shouting into the void with a Canva graphic and hoping for the best.
And that’s not a marketing strategy.
That’s a cry for help.
Does digital marketing actually work for B2B?
Short answer?
Yes. And not just “kind of”.
It works. Brilliantly.
Like a kettle that boils in 3 seconds. Like Tayto crisps at 2am. Like a GAA match bringing the whole town out.
But let’s not just throw around clichés and hope you believe me.
Let’s talk why it works.
Let’s talk real examples.
Let’s talk what’s actually happening behind the scenes of Ireland’s top-performing B2B companies.
The Old Way: B2B Sales = Cold Calls and Golf
If you’ve been around the block a few times, you probably remember the traditional way B2B sales went:
Endless cold calls
Awkward breakfasts at networking events
Golf outings with lads named Declan
Paper brochures that somehow cost more than your website
Look - it worked back then.
But in today’s world, where even your mammy is on LinkedIn, businesses shop around online before they ever reply to your email or return your call.
B2B buyers are doing their research, scrolling through content, stalking your website and sizing you up silently.
So if your digital marketing is stuck in the Stone Age?
You’re invisible.
The New Way: Build Trust Before They Even Say Hello
Here’s what digital marketing does for B2B businesses in 2025:
Warms up leads before sales ever gets involved
Builds brand trust at scale
Speaks directly to different roles in the buying committee
Shortens the sales cycle (yes, really)
It’s not just about getting found.
It’s about getting respected.
Why Digital Marketing Works for B2B
Let’s get down to brass tacks.
1. You can reach decision-makers directly - without 87 cold calls
No gatekeepers.
No long lunches.
No calling someone’s landline and hoping for the best.
LinkedIn, email, Google Search, SEO content, webinars, even paid ads — they all give you a direct line to the people making decisions.
You can literally target:
Procurement managers in Cork
HR directors in Dublin
Operations leads in Limerick
Finance teams in Galway
No spam. No begging. Just value-first messaging they actually want to see.
2. You build authority and credibility without shouting
B2B buyers don’t want fluff.
They want proof.
They want case studies.
They want stats, ROI, and solutions that work.
With digital marketing, you can:
Share whitepapers
Publish blog posts that show your expertise
Host webinars
Write in-depth guides
Show off testimonials from similar businesses
It’s like showing your work in maths class - but this time, it gets you a client, not just a gold star.
3. You educate leads instead of chasing them
Modern B2B buyers hate pressure.
They want to feel informed. Not sold to.
They want to understand the options. Not be boxed in.
That’s where content marketing, SEO, video explainers, and downloadables shine.
You’re helping them solve a problem before they even know what to Google.
That’s power.
And when they’re ready to buy?
They’re already sold on you.
4. You become the go-to expert - not just “another option”
Here’s a secret:
Most B2B businesses are pretty bad at digital.
They’ve got half-baked websites.
Dusty LinkedIn pages.
And blog posts from 2014.
That means if you get your digital marketing right?
You don’t just stand out.
You stand above.
You’re not in a pricing war anymore.
You’re the expert. The trusted voice. The company people actually want to work with.
That’s how digital marketing shifts you from:
“Who are they again?” to “We have to speak to them.”
5. Your sales and marketing work together - like Murphy and chips
When your digital channels are pulling in qualified leads 24/7, your sales team isn’t wasting time.
They’re not chasing tyre-kickers or reading from scripts.
They’re closing warm, educated leads who already know what you do and why you’re worth it.
And that’s not magic.
That’s just good content, smart targeting, and a funnel that doesn’t make people want to throw their laptops out the window.
Still not convinced?
Let’s look at a few real B2B tactics that Irish businesses are using right now — and absolutely crushing it with:
✅ LinkedIn Ads targeting facility managers in Irish hospitals
✅ SEO blog content written for accountants searching “how to handle payroll for contractors”
✅ Email nurture sequences that send quotes, testimonials, and onboarding videos without lifting a finger
✅ Retargeting ads that follow warm leads around the web until they convert
✅ Google Ads showing up when a business Googles “best courier service for ecommerce Ireland”
It’s not theory. It’s happening every day.
What B2B Digital Marketing Is Not
Let’s just get this out of the way too.
It’s not shouting on social media and hoping someone clicks.
It’s not just buying 500 leads from some sketchy directory.
It’s not boosting a post with €20 and calling it a campaign.
It’s not boring. Not if you do it right.
If you think digital is only for influencers and fashion brands — you’re missing the real money.
B2B is where digital quietly prints money — especially when you do the hard stuff like SEO, conversion tracking, and audience segmentation.
Digital B2B Works — But Only If You Do
B2B marketing is a slow roast, not a microwave dinner.
But once it kicks in?
The leads don’t stop.
The trust compounds.
And your pipeline isn’t running on blind hope anymore — it’s running on systems.
Digital marketing for B2B works. But only if you treat it like a revenue engine, not a checkbox.
Build the machine.
Then let it cook.
Digital Marketing B2B vs B2C: The Example Bit (Now With Actual Meat On It)
Let’s paint the picture properly.
Because saying “they’re different” doesn’t really help when you’re staring at a blank screen, trying to write your next blog post, email campaign, or TikTok caption.
Here’s a side-by-side breakdown of how real-life marketing looks in a B2B world vs a B2C one.
⚙️ Example 1: You’re B2B - Selling Cybersecurity Software to Small Accounting Firms
🧠 Your Buyer:
Managing partner at an accounting firm with 10 employees
Cares deeply about client confidentiality
Terrified of data breaches, GDPR fines, and headlines like “Dublin Firm Leaks Tax Info”
🎯 Your Goal:
Build trust
Show authority
Prove ROI
Stay top of mind until they’re ready to switch providers (which might take 3 to 6 months, or longer)
💬 Your Message Sounds Like:
“Secure client files without lifting a finger. AES-256 encryption. Fully GDPR-compliant. Trusted by 400+ Irish accounting teams.”
No jokes.
No emojis.
Just straight value, credibility, and peace of mind.
📈 Your Strategy:
LinkedIn thought-leadership: Weekly posts by your founder sharing cybersecurity tips for financial firms
SEO blog content: Topics like “How Irish Accountants Can Avoid Costly GDPR Mistakes”
Lead magnet: Free downloadable checklist on “Cybersecurity Compliance for SMEs”
Email campaign: A 6-part series with insights, testimonials, and a free consultation offer
Case studies: Featuring other Irish firms who switched and saw results in 30 days
🛠️ Tools You Use:
LinkedIn Ads for retargeting
HubSpot or Mailchimp for automated emails
Google Search Console for keyword insights
Webinars every quarter to show expertise and generate leads
Calendly to make it dead easy to book a discovery call
⏳ Timeline:
Longer cycle.
You might plant the seed in Q1 and close the deal in Q3.
But when they do sign on? It’s worth €10K+ annually.
That’s the game.
Slow cook. Big return.
💄 Example 2: You’re B2C - Selling Makeup Sponges to Gen Z and Millennials
🧠 Your Buyer:
A 24-year-old student in Galway
Buys based on Instagram stories, unboxing videos, and peer recommendations
Cares about how her foundation blends, if it’s cruelty-free, and if the sponge colour will match her mood
🎯 Your Goal:
Stop the scroll
Trigger the “ooh that’s cute” response
Get the sale before she forgets what she was doing
Get her back next month for a refill
💬 Your Message Sounds Like:
“Your crusty blender called. It’s retired now. Get flawless skin in 30 seconds flat. Zero effort. Total glow-up 💅”
It’s fun.
It’s bold.
It might even include glitter.
📈 Your Strategy:
TikTok tutorials: 15-second videos showing how bouncy the sponge is (slo-mo bounce is a must)
Instagram reels: Real people doing real makeup (with “before” shots and a trending sound)
Giveaways: “Tag your bestie to win the softest sponge ever”
Influencer collabs: Emma with 25k followers does a review, calls it “a cloud for your face”
Flash sales: 24-hour discount with a promo code and a panic-inducing countdown
🛠️ Tools You Use:
Canva for eye-catching content
Shopify with built-in retargeting
Klaviyo for automated post-purchase emails
Later or Buffer to schedule posts
Google Analytics to track conversions (or see how many people abandoned their cart at the last step again)
⏳ Timeline:
Fast.
From Instagram ad to checkout in under 3 minutes.
And hopefully back again in 4 weeks.
It’s a game of volume, virality, and vibes.
🎯 Same Platforms. Totally Different Energy.
They both use:
Social media
Email
Ads
SEO
Content
Influencers (even B2B, yes — ever heard of micro-experts on LinkedIn?)
But they do it in wildly different ways.
Message Tone:
B2B: Calm, clear, data-driven
B2C: Bold, funny, emotionally charged
Content Type:
B2B: Case studies, whitepapers, webinars
B2C: Tutorials, memes, reels, reviews
Buying Triggers
B2B: Trust, logic, long-term value
B2C: Emotion, discounts, instant gratification
Sales Funnel
B2B: Nurture-heavy, long-term
B2C: Direct and punchy
Follow-up
B2B: Email sequences, discovery calls
B2C: Cart abandonment emails, retargeting ads
Main KPI
B2B: Qualified leads, booked calls
B2C: Purchases, clicks, reviews
🧠 Why This Matters
If you’re a local Irish business trying to grow online, you need to know which model you’re in.
Or if you’re doing both (say, selling beauty supplies and wholesaling to salons), you’ll need separate digital marketing strategies.
Otherwise?
Your audience will be confused faster than someone looking for oat milk in a corner shop.
🍪 The Cookie-Cutter Trap
The worst thing you can do?
Copy a B2C Instagram strategy and expect it to work for B2B.
Or worse - use B2B lingo to try and sell lipstick.
“Our lip colour enables improved personal expression while supporting brand-aligned aesthetics across consumer segments.”
Translation: You’ve just ruined lipstick.
Tailor your tone.
Use the right channels.
Respect the buyer journey.
And if in doubt?
Ask: “Would my customer actually read this?”
If the answer is no — back to the drawing board.
12 Differences Between B2B and B2C Digital Marketing
Not just a list. A survival guide for small businesses who want to stop guessing.
Whether you're building websites or doing SEO for lawyers or selling reusable nappies to parents in Cork, the approach, timing, and tactics you need depend on who you’re actually trying to reach.
Here’s a detailed look at the real differences between B2B and B2C digital marketing — with practical examples, not just buzzwords.
1. Audience
B2B:
You're targeting business decision-makers. That could be a CEO, CFO, procurement manager, or even a project lead.
They’re time-poor, sceptical, and not interested in fluff
They need to justify their spend to someone else (sometimes a board)
They’re thinking “Will this make my life easier and my company money?”
Example:
You’re selling HR software to a construction firm. You’re not talking to the lads on-site — you're speaking to the HR director trying to stop people handing in holiday requests on napkins.
B2C:
You're marketing to the general public — usually one person, acting on emotion or immediate need.
They want convenience, ease, speed
They don’t need sign-off from the finance department
They're thinking “Do I want this right now?”
Example:
You sell handmade soy candles online. Your customer might be buying for stress relief, a gift, or just because it’s payday and they deserve it.
2. Tone and Language
B2B:
Use clear, helpful, professional language.
Speak to the problem and the process
Avoid jargon unless your industry demands it
Focus on value, savings, or improvement
Example headline:
“Cut payroll admin time by 40 percent with automated employee scheduling.”
B2C:
Be casual, relatable, and emotionally appealing.
You can be cheeky, humorous, bold
Use emojis if they fit
Sound like a friend giving advice, not a lecturer
Example headline:
“Still using a cracked phone case? Babe, no. Treat yourself.”
3. Goals
B2B:
You’re trying to create relationships that last years, not minutes.
High-value contracts
Retainers
Licences
Long-term partnerships
Your marketing’s job is to build trust over time, not close the sale in one go.
B2C:
You want quick wins and repeat purchases.
You aim for the impulse buy
Follow up with loyalty programs, retargeting, or seasonal campaigns
High volume, fast turnover
You’re creating moments, not meetings.
4. Sales Cycle Length
B2B:
Expect a longer sales cycle — usually weeks or months.
Buyers often compare multiple providers
There’s internal red tape
It takes time to get through approval processes
Your digital marketing must support every stage — awareness, evaluation, negotiation, onboarding.
B2C:
Sales cycles can be instant.
A good ad → a good offer → Add to cart
They don't want to fill in six forms
They might not even remember the brand name next week
So make the journey smooth, simple, and mobile-friendly.
5. Decision-Makers
B2B:
Rarely one person.
Usually 3–5 people involved in the buying process, sometimes more in larger companies.
The marketing exec might find you
The finance team checks the cost
The manager gives the final go-ahead
Your messaging must answer everyone’s pain points.
B2C:
One person buys.
Unless it’s a joint decision (like a car or sofa), it’s usually individual preference.
Grab attention
Make them feel good
Show value fast
6. Pricing Strategy
B2B:
Prices are often custom.
You quote based on usage, number of users, features
Some contracts are worth thousands, even hundreds of thousands
And yes, people still say “Can I get that in writing?”
B2C:
Pricing is fixed, simple, and transparent.
One price per product
Offers and bundles drive upsells
Customer expects to see the price upfront — no “contact us for pricing” nonsense
7. Content Style
B2B:
You educate.
Whitepapers
Case studies
How-to guides
Industry benchmarks
Comparison sheets
This content supports rational decision-making and positions you as the expert.
B2C:
You entertain or inspire.
Product demos
Memes
Short videos
UGC (user-generated content)
Behind-the-scenes clips
You're tapping into emotions — joy, curiosity, FOMO, or good old-fashioned boredom.
8. Marketing Channels
B2B:
LinkedIn
Email
Search (Google, Bing)
Webinars
Industry publications
You’re going where your buyers go to work.
B2C:
Instagram
Facebook
TikTok
YouTube
Influencer marketing
You’re going where your buyers go to scroll.
9. Conversions
B2B:
Your conversions are usually soft.
Lead form submissions
Demo requests
Downloads
Booked discovery calls
There’s no “Buy Now” button for €27K software.
B2C:
Hard conversions. You want the sale now.
Add to cart
Use promo code
Claim free shipping
Join mailing list for 10 percent off
The checkout process must be fast, frictionless, and (preferably) one-click.
Image source: Smartinsights
10. Trust Signals
B2B:
People need to see proof before they even consider working with you.
Testimonials from similar businesses
Detailed case studies
Certifications, security badges, accreditations
Partnership logos
Trust is built over time, and lost instantly.
B2C:
Trust happens fast.
Reviews
Star ratings
Influencer shoutouts
Unboxing videos
Instagram comments
They just want to know that other people like them are happy.
11. Timing and Urgency
B2B:
You’re on a slow burn.
Your prospect might follow you for 6 months before reaching out
They want to know you’ll still be here in 6 years
Loyalty is earned over time
B2C:
It’s fast fire.
The decision window is often minutes or hours
If you don’t capture them now, you might never get another chance
Hence all the countdown timers and flash sale popups
12. Budget Allocation
B2B:
You spend more per lead, but each lead is worth way more.
Fewer clicks
Higher cost per conversion
Greater focus on long-term ROI, not short-term traffic
If it costs €300 to get a €30,000 client? You’ll take that trade all day.
B2C:
It’s about volume.
Lower cost per click
More traffic, faster churn
ROI comes from repeat purchases and brand loyalty
Every abandoned cart hurts — because margins are tighter.
So… Pick Your Side. Or Do Both.
If you’re clear on whether you’re B2B, B2C, or somewhere in between (looking at you, hybrid businesses), you can finally:
Craft the right messaging
Choose the best channels
Track the right KPIs
Stop wasting money on tactics that don’t fit your model
But please — don’t mix them up.
Marketing to a CFO like they’re buying a candle? Disaster.
Marketing candles like they’re procurement software? Madness.
B2B vs B2C, Which Is Better?
Here’s the honest answer most marketing agencies won’t give you:
Neither is “better.”
The one that wins?
The one that sells your stuff to the right people at the right time using the right message.
Now, that’s not a cop-out. That’s strategy.
Because whether you’re flogging coffee subscriptions to students in Cork or cloud-based compliance software to engineering firms in Louth — the “best” model depends entirely on your:
Product
Price point
Buyer behaviour
Sales process
Business goals
And how much budget you’ve actually got in the tank
Let’s break it down properly, with no fluff, no bias, just the straight-up truth.
💼 B2B Might Be Better If…
You sell services or products that:
Are complex or require education
Solve business problems (time, cost, compliance, operations)
Have a higher price tag or require approval from multiple people
Require ongoing support, customisation, or integration
Help companies scale, automate, or cut costs
Examples:
SaaS platforms
Legal or HR consulting
Business finance or payroll solutions
Industrial equipment suppliers
Your ideal buyer:
Researches before buying
Compares providers
Needs reassurance, proof, and support
Might take weeks or months to decide
What you’re selling is:
A considered purchase, not an impulse
Built on logic, not just emotion
Often part of a long-term relationship
B2B Strengths:
Bigger deals
Higher lifetime value
Easier to forecast revenue
Loyalty tends to be stronger once you're in
B2B Challenges:
Longer sales cycles
Higher upfront content costs
Harder to track ROI quickly
Requires a sophisticated funnel and CRM setup
🛍️ B2C Might Be Better If…
You sell products or services that:
Are low to mid-ticket
Appeal to personal tastes, wants, or daily needs
Can be easily understood and bought without a demo
Deliver instant gratification or are part of a lifestyle
Examples:
eCommerce (fashion, fitness, food, tech)
Beauty and skincare
Local shops or cafes
Online courses for hobbies or personal development
Direct-to-consumer brands
Your buyer:
Buys based on emotion
Might scroll past your ad and buy 60 seconds later
Expects smooth checkout, fast shipping, and occasional discounts
Makes decisions solo (no boardroom required)
What you’re selling is:
An impulse, convenience, or desire-based product
More about feeling, identity, or entertainment
Easy to explain with visuals, reviews, or memes
B2C Strengths:
Fast conversions
Higher volume potential
More creative freedom with content
Easier to test offers quickly
B2C Challenges:
Razor-thin margins
Fierce competition (especially online)
Customer loyalty can be low
You’re at the mercy of trends and algorithms
🔀 Can You Do Both?
Absolutely. But you’ve got to do it smart.
Let’s say you sell eco-friendly cleaning products.
Your B2C strategy sells single packs direct to consumers online via TikTok, Instagram, and your Shopify store.
Your B2B strategy targets hotels and offices who need bulk orders, recurring supply, and an invoice (not Klarna).
Same product.
Totally different approach.
Separate websites? Maybe.
Separate landing pages, ads, email flows, and messaging? 100 percent, yes.
🤔 Still Not Sure Which One’s For You?
Here’s a quick cheat sheet to help you figure it out.
Questions:
Is your average customer a business?
Lean B2B: ✅ Yes - Lean B2C:❌ No
Do they need time to decide before buying?
Lean B2B:✅ Yes - Lean B2C:❌ No
Do you offer quotes, contracts, or custom pricing?
Lean B2B:✅ Yes - Lean B2C:❌ No
Can someone buy your product in under 5 minutes online?
Lean B2B:❌ No - Lean B2C:✅ Yes
Do you need long-term client relationships?
Lean B2B:✅ Yes - Lean B2C:❌ Not really
Are visuals, humour, and emotion key to conversion?
Lean B2B:❌ Not essential - Lean B2C:✅ Critical
Is repeat volume more important than a single big sale?
Lean B2B:❌ No - Lean B2C:✅ Yes
If most of your answers lean left → Focus on B2B
If they lean right → Go B2C
If you’re in the middle?
Congrats, you’re in the messy but profitable land of hybrid business models.
🧠 So Which One’s Better?
Here’s the real answer, again:
The better model is the one that aligns with your business.
B2B has the potential for bigger deals, but takes longer and needs more patience
B2C is fast, fun, and scalable, but comes with higher competition and lower margins
The worst thing you can do?
Market like B2C when you’re selling B2B.
Or vice versa.
It’s like turning up to a wedding in a wetsuit.
Right intention. Wrong outfit.
What About B2G?
The Hidden Beast That Pays Handsomely If You Can Handle the Bureaucracy
So you’ve heard of B2B.
You’ve definitely heard of B2C.
But B2G? That’s the one that’s always quietly lurking in the background.
B2G = Business to Government
This means you’re selling products or services to public sector clients:
Local councils
Government departments
Schools and universities
Hospitals and health boards
Gardaí and defence
Public agencies and state-funded initiatives
If B2B is a puzzle and B2C is a sprint, B2G is chess — slow, strategic, and not for the easily rattled.
🏛️ What Makes B2G Different?
Let’s be clear: you’re still dealing with people, but those people are:
Spending taxpayer money
Bound by public procurement laws
Required to follow strict, formal processes
Often overworked, under-resourced, and risk-averse
They can’t just “go with their gut” — they need to justify everything on paper and stick to frameworks that would make your eyes water.
So yes, it’s digital marketing.
Yes, it’s business-focused.
But it has its own unique quirks — and understanding them can mean the difference between winning a government contract... or wasting six months chasing ghosts.
📄 The B2G Sales Process (Buckle Up)
Let’s walk through how a typical B2G marketing and sales journey works in Ireland.
Awareness Stage:
Government buyer realises there's a need (e.g. a council needs new waste tracking software)
They’re not Googling “best CRM” like a regular B2B lead
They’re likely browsing eTenders.gov.ie or scanning the Office of Government Procurement framework
Qualification Stage:
You need to be pre-qualified or on an approved supplier list
You often have to meet specific insurance, financial, legal, and data handling standards
You may need to attend briefings or submit “expressions of interest”
Tender Stage:
A public RFT (Request for Tender) is published
You submit a detailed proposal outlining technical specs, team CVs, timelines, pricing, and previous project examples
There are strict deadlines and word count limits
Every detail is scored, often by a panel, across multiple weighted categories
Award + Contract:
If selected, you may face a standstill period (other bidders can challenge the decision)
If all goes well, you sign the contract
Payments are processed through public finance systems (which means you will get paid — eventually)
💻 Does Digital Marketing Still Matter in B2G?
Yes — massively. But it’s not about flashy ads or viral content.
You’re not selling through Facebook or TikTok here.
You’re building visibility and credibility before the buyer even starts their procurement process.
Here’s what digital marketing looks like for B2G suppliers:
✅ A professional, up-to-date website
With clear information about your services
A solid About page with team bios
Details about relevant compliance and certifications (ISO, GDPR, accessibility)
✅ SEO focused on public sector problems
Example: “best energy management software for Irish schools”
Or “digital signage for government buildings Ireland”
✅ Case studies tailored for public sector audiences
Include things like value for money, accessibility, citizen outcomes, and community impact
Explain how you handled procurement steps, onboarding, and reporting
✅ Email nurturing for public sector leads
Educational content that builds trust over time
Regular newsletters with relevant policy updates, grants, or tenders
✅ LinkedIn visibility
Build connections with decision-makers in government bodies
Share insights about public sector innovation
Position yourself as a safe pair of hands, not a hard sell
💰 The Payoff: Why B2G is Worth It
Yes, it’s complex.
Yes, the paperwork is brutal.
But when you win?
You win big.
Here’s what makes B2G attractive for Irish SMEs and service providers:
Contracts are stable and long-term (often 2–4 years)
Payments are guaranteed (public sector doesn’t ghost you)
You build credibility — landing a council or HSE contract looks incredible on your portfolio
You can often cross-sell across departments once you're in the system
Frameworks open doors to bigger national opportunities (like EU or cross-border funding schemes)
It’s not unusual for a small business to grow entirely on B2G work once they land their first public contract.
🛑 But There Are Real Challenges Too
Before you dive in, know what you’re getting into.
🧾 B2G Friction Points:
Time-consuming tenders
Higher upfront investment (both financially and emotionally)
Intense competition (including large multinationals)
Decision cycles can stretch for months
Feedback on unsuccessful bids is often vague or nonexistent
You also need to have systems in place — finance, legal, compliance — to handle the formalities that come with government work.
☕ Final Thoughts: B2G = B2B With Bureaucracy and Bigger Rewards
Think of it like this:
If B2C is a snack, B2B is a full meal, B2G is a five-course dinner with a seating plan, guest list, and dietary restrictions — but the cheque at the end is very worth it.
It’s not right for everyone.
But if you’ve got a product or service that helps the public sector do things faster, cheaper, or better — and you're ready for the red tape?
B2G can be a game-changer.
Just don’t expect instant results.
And bring biscuits to tender meetings. You’ll thank me later.
Which Channels Should You Use?
Choose wisely or end up shouting into the void with a Canva graphic and €50 in boosted post regret.
There’s no one-size-fits-all platform.
Each channel has its own rhythm, vibe, audience, and strengths.
Use the wrong one, and it’s like showing up to a job interview in a dressing gown.
Use the right one, and you’re halfway to a sale before anyone picks up the phone.
Let’s break down the most effective digital marketing channels for B2B and B2C, with actual examples and use cases that work in the real world.
🔗 B2B Channels
Your mission:
Build trust, demonstrate authority, and stay top of mind through multiple touchpoints over time.
No jazz hands. Just value.
1. LinkedIn
This is the platform for B2B digital marketing.
It’s where decision-makers spend time, post updates, read thought leadership, and lurk silently in industry-specific discussions.
How to use it:
Post helpful, insightful content — not sales pitches
Comment on other people’s posts to build visibility
Publish long-form articles or “carousel-style” posts with practical tips
Run targeted LinkedIn Ads for job titles like “Procurement Manager” or “Operations Director”
Works best for:
Consultants, agencies, software providers, professional services, B2G companies
2. Email Newsletters
Still one of the highest ROI channels — if done well.
B2B email isn’t about flashy design. It’s about delivering relevant, timely content that positions you as the go-to expert.
How to use it:
Segment your list based on industry, role, or funnel stage
Send useful tips, articles, or updates (not just offers)
Share client case studies and upcoming webinar invites
Use automation to drip-feed leads over weeks or months
Pro tip: Plain text emails often convert better than pretty ones. Why? They feel personal.
3. SEO (with Long-Form Content)
B2B buyers do serious research. And they Google everything.
If your content doesn’t show up when they search “best payroll software for contractors Ireland,” guess who’s getting the lead instead? Your competitor.
How to use it:
Create long-form blog posts answering niche, industry-specific queries
Target keywords with buying intent (e.g. “top IT support for small businesses Dublin”)
Use schema markup, optimise your page speed, and go deep, not wide
Add gated content (e.g. free guides, checklists) to turn traffic into leads
4. Webinars & Virtual Events
People might not show up for a sales pitch - but they will for value.
Webinars are brilliant for:
Sharing insights
Introducing a complex product
Demonstrating your expertise
How to use it:
Co-host with partners or clients to boost credibility
Promote via LinkedIn and email
Record and repurpose the content into shorter clips or blog posts
Offer a free bonus or consultation at the end to drive conversions
5. Whitepapers & Case Studies
These are trust-builders.
They’re especially useful when your product is:
Expensive
Technical
A high-risk purchase for the buyer
How to use it:
Use whitepapers to explain industry problems and how you solve them
Use case studies to showcase results, testimonials, and before-and-after stories
Make them downloadable and follow up with automated email flows
Use real numbers and outcomes (e.g. “cut onboarding time by 47 percent in 3 months”)
🎉 B2C Channels
Your mission: Grab attention, trigger emotion, and make it dead simple to buy on the spot.
Don’t talk at them - talk with them.
1. Instagram
Perfect for visual products, lifestyle brands, and anything that looks good on a phone.
How to use it:
Reels with trending sounds
Product demos in Stories
User-generated content from happy customers
Polls, countdowns, and Q&As to boost engagement
Hashtag strategy to boost discovery
Great for:
Beauty, fashion, home goods, food and drink, fitness, and anything you can photograph or film beautifully.
2. Facebook
Still huge for local businesses, niche communities, and older demographics.
How to use it:
Run hyper-targeted ads by location, interest, and behaviour
Post daily content to stay visible in feeds
Create a Facebook Group if community-building matters
Use Messenger bots for quick customer service
Pro tip: Boosted posts are not ads. If you're not using Meta Ads Manager, you’re throwing money down the toilet.
3. TikTok
It’s not just dance videos anymore.
It’s become a powerhouse for product discovery, brand personality, and storytelling — especially if you sell to Gen Z or Millennials.
How to use it:
Go behind the scenes
Hop on trending challenges or sounds
Let your staff be the stars
Show how your product solves a problem in a fun way
Keep it raw — low production beats polished ads here
Warning: You need consistency and personality. If you’re shy or robotic, it flops.
4. YouTube
Still king for video content with a long shelf life.
If people are searching for tutorials, unboxings, or product comparisons — you want to be there.
How to use it:
Product walkthroughs
“How to use” tutorials
Honest customer reviews
Behind-the-scenes manufacturing or sourcing
Storytelling through brand mini-documentaries
SEO tip: YouTube is the second largest search engine. Optimise titles, tags, and descriptions just like you would for Google.
5. Email (with Discounts and Emojis Galore)
Email marketing is still the B2C cash machine — when you do it right.
How to use it:
Automate welcome sequences for new subscribers
Send flash sales, bundle offers, or birthday promos
Include seasonal gift guides or “back in stock” alerts
Test subject lines (yes, emojis still work)
Keep it short and scannable — no novels
Golden rule: Send value more than you send offers. Otherwise you’ll train your list to only open when they smell a discount.
🧠 The Smart Way to Pick Channels
Here’s how to decide which ones you need, without wasting time or cash:
Ask Yourself:
Am I selling to professionals, decision-makers, or buyers with a process?
If Yes → Use: LinkedIn, SEO, email, webinars
Does my product require explanation or education?
If Yes → Use: Long-form content, YouTube, case studies
Do I sell visually appealing consumer goods?
If Yes → Use: Instagram, TikTok, Facebook, email
Do my buyers make impulse decisions on mobile?
If Yes → Use: Instagram Reels, Facebook Ads, TikTok
Do I need to build long-term trust with complex buying teams?
If Yes → Use: LinkedIn, whitepapers, email nurturing
Is my audience under 35 and addicted to scrolling?
If Yes → Use: TikTok, Instagram Stories, YouTube Shorts
🎯 Final Tip: Use What Fits.
Don’t force LinkedIn if you’re selling lip gloss.
Don’t spam TikTok with videos about accounting software.
Don’t run email offers to CFOs that start with “Hey babe 💅”
Know your audience.
Speak their language.
Meet them where they already hang out — not where you wish they were.
Best Strategy for Irish Startups
If you’re launching a new business in Ireland, don’t just copy what the big lads are doing. Use what actually works at your stage, in your market, for your audience.
Before we dive in — here’s one brutal truth:
Being good at your craft is not enough.
You need to get seen, get trusted, and get sales — fast, but sustainably.
And that means having a marketing strategy that’s lean, local, and laser-focused.
🇮🇪 If You’re a B2B Startup in Ireland
You're probably:
Selling to other Irish SMEs
Offering services or software
Competing against bigger, more established names
Trying to prove you’re legit (without a massive track record yet)
You don’t need 10,000 Instagram followers.
You don’t need a €5K video campaign.
You need leads who trust you.
Here’s how:
1. Build a Strong LinkedIn Presence (Yes, Even if You Hate It)
LinkedIn is pure gold for B2B in Ireland — especially if you’re targeting professional services, tech, recruitment, finance, logistics, or construction.
What to do:
Optimise your company page and personal profile
Post 3 times per week (tips, mini case studies, behind the scenes)
Connect with potential clients strategically — not randomly
Engage on other people’s posts to stay visible
Share local business wins and partnerships to show momentum
Bonus Tip:
Don’t sell in your posts — educate. Position yourself as a helper, not a hunter.
2. Blog Like Your Business Depends on It (Because It Does)
SEO doesn’t deliver overnight — but if you start early, it compounds over time.
Most Irish businesses still treat content like an afterthought. You can beat them by simply showing up.
What to write:
How-tos for your target audience (e.g. “How Dublin HR Teams Can Automate Onboarding”)
Answer common questions your clients ask
Localised content (e.g. “Top Digital Payroll Options for SMEs in Galway”)
Industry-specific content (especially if you serve niches like legal, finance, or hospitality)
Pro Tip:
Don’t write for search engines. Write for people. Be helpful, simple, and direct.
3. Use Email Nurturing to Warm Up Cold Leads
People rarely buy from a B2B startup the first time they hear of you. They lurk.
Email helps you stay in their inbox, gently nudging them until they’re ready.
What to send:
A welcome sequence after downloading a freebie or booking a call
Weekly tips or resources
Testimonials, client wins, or short case studies
Soft CTAs like “Want help with this?” or “Book a free 15-minute audit”
Tools to use:
Mailchimp, ActiveCampaign, ConvertKit — all starter-friendly.
4. Create Detailed Service Pages for SEO (Not Just a ‘Services’ List)
Google won’t rank you high if your site just says “We do websites, branding, SEO and more.”
You need dedicated landing pages for each service — with actual content.
Example:
/seo-dublin
/web-design-for-consultants
/linkedin-ads-for-irish-startups
On each page:
Explain what the service is
Who it’s for
How it works
Results you’ve helped others achieve
Include CTAs, internal links, and a contact form
5. Focus on Value, Not Volume
You don’t need 1,000 leads. You need 5 good ones.
Stop chasing every small business in Ireland. Instead:
Get clear on your niche
Speak to their problems, their industry
Show you understand the local market (especially if you’re selling into Cork, Galway, Limerick, or anywhere outside Dublin)
🛍️ If You’re a B2C Startup in Ireland
You're probably:
Selling physical or digital products
Running an online shop (maybe through Shopify or Squarespace)
Trying to stand out in a sea of “Buy now!” noise
Starting with a tight budget
You don’t need an agency just yet.
You need smart moves and consistency.
1. Run Facebook & Instagram Ads (But Only If You Know What You're Doing)
Paid social can work wonders — but it can also burn your budget faster than a dodgy stove.
What to do:
Start with one product or collection
Target Ireland only (don’t waste cash on irrelevant locations)
Use eye-catching visuals with clear offers
Track conversions using Meta Pixel
Run retargeting ads for cart abandoners and page viewers
Avoid:
Boosted posts (they’re useless)
Broad targeting with no clear audience
Expecting sales overnight
2. Use Reels and Stories to Show Off Your Product
Photos are nice. But video sells.
Reels = discovery
Stories = engagement
Lives = trust
Ideas:
Unboxing videos
Behind the scenes (you packing orders)
Tips on how to use your product
Reviews or testimonials in video format
Before and afters (especially for skincare, cleaning, fashion)
Keep it raw and real — no one wants a polished ad anymore.
3. Collect Reviews Like They’re Gold Coins
Social proof can make or break your sales page.
Add Google Reviews to your site
Send follow-up emails asking for feedback
Offer a 10 percent off code for reviews with photos
Highlight good reviews in Stories and product pages
Irish buyers are sceptical. Show them that other Irish people love your stuff, and they’re more likely to try it too.
4. Build a Fast-Loading, Mobile-Friendly Site
Your website is your storefront. If it’s slow, clunky, or confusing — they’re gone.
Priorities:
Mobile-first layout
Simple checkout process (3 clicks max)
Clear product descriptions
Visible shipping info
SSL certificate and secure payment options
Use tools like GTmetrix or Google PageSpeed Insights to test performance.
5. Get Into Google Shopping (If You Sell Physical Goods)
People in Ireland do shop from Google — especially for gifts, home goods, pet products, and beauty.
If you’re not showing up on the Shopping tab? You’re missing easy traffic.
What you need:
Google Merchant Centre account
Product feed from your eCommerce platform
Product photos that are clean and professional
Keywords in your product titles and descriptions
Budget for Smart Shopping or Performance Max campaigns
Bonus Tips for Both B2B and B2C Startups in Ireland
✅ Make sure your website ranks for your business name — Google your brand regularly
✅ Get your Google Business Profile set up (for local SEO and credibility)
✅ Use Stripe or Revolut Business for smooth payments
✅ Join local networking groups (Chambers of Commerce, Network Ireland, or small biz Slack groups)
✅ Track everything — even basic Google Analytics gives you a huge edge
Your Strategy Should Match Your Buyer
Not your competitor.
Not your mate’s business.
Your buyer. Your brand. Your offer.
Whether you’re a local B2B agency in Mayo or a B2C fashion brand in Dublin, the right strategy is the one that brings in revenue without burning you out.
Start lean. Start local.
And build systems that scale with you — not strangle you.
📚 FAQ Time 🎤
Because no one has time to scroll through 10,000-word guides for one answer.
1. Is digital marketing just for B2C?
Absolutely not.
This is one of the biggest myths I hear from B2B businesses in Ireland — especially local service providers.
Digital marketing works for B2B too — brilliantly.
Same channels, different tactics.
You’re still using:
SEO to be found on Google
Email to build relationships
LinkedIn to connect with buyers
Content to educate and convert
The only difference is how you talk to your audience. B2B buyers care about results, ROI, and long-term trust — not discount codes or influencers.
Whether you're selling software to architects or consultancy to SMEs, digital marketing isn’t optional — it’s essential.
2. Can small B2B businesses in Ireland actually win with digital?
Yes. A thousand times yes.
You do not need a huge team, big agency, or six-figure ad budget to get real results.
What you do need:
A simple but solid SEO strategy
A website that builds trust (not just a digital business card)
Content that shows you know your stuff
Consistency — not one post and vanish for three months
I’ve seen small firms in Mayo get national clients purely through blog content.
I’ve seen Louth-based consultants close deals via LinkedIn DMs.
I’ve seen zero-budget startups build email lists just by offering free checklists.
It’s not about being the loudest — it’s about being visible and valuable.
3. What are real-world examples of B2B vs B2C digital marketing campaigns?
Let’s strip out the theory.
B2B Campaign Example:
Goal: Get 10 qualified leads for a new HR platform.
What they did:
Created a downloadable PDF: “The SME Guide to Payroll Compliance in Ireland”
Ran LinkedIn ads targeting HR managers in Irish companies
Built a 5-email follow-up sequence with testimonials, a demo invite, and industry-specific pain points
Added a blog series answering questions like “What’s the cost of getting payroll wrong?”
Result:
Consistent demo bookings every week without a single cold call.
B2C Campaign Example:
Goal: Sell 500 sets of matching pyjamas to dog owners
What they did:
Filmed a 15-second TikTok of a pug in a onesie next to its owner
Used trending audio and hashtags (#dogmumlife)
Ran Instagram story ads with a 10 percent launch offer
Collected reviews and used them in retargeting ads
Result:
Sold out in 3 weeks, with 80 percent of buyers opting into email for future promos.
Same platforms.
Different style.
Different journey.
Both effective.
4. What is B2G, and is it worth it?
B2G = Business to Government.
You're not selling to the general public or private companies — you're selling to:
Local councils
Government departments
Public healthcare, education, or infrastructure bodies
Is it worth it?
If you can handle:
Tender processes
Longer sales cycles
Heaps of compliance and documentation
Patience and persistence
Then yes — B2G can be incredibly profitable and stable.
Contracts are often multi-year, the payments are reliable (even if slow), and one win can open doors to multiple future tenders.
But it’s not casual.
You need to treat it like a full sales channel with its own process, marketing, and admin setup.
5. Which is easier, B2B or B2C?
Neither is “easy” — they’re just different.
B2C is:
Faster-paced
More emotional
Heavily reliant on creative content
Brutal if your margins are thin or your product doesn’t stand out
You’ll need strong branding, consistent output, and a strategy that keeps buyers coming back (because one-time sales won’t cut it).
B2B is:
Slower, but more stable
Based on logic, trust, and long-term value
Perfect if you’re good at solving complex problems for businesses
You might get fewer leads, but each one could be worth thousands (or tens of thousands) per year.
So pick the one that suits your product, your sales style, and how your brain works.
If you love fast results and punchy creative? B2C.
If you prefer building long-term relationships and digging into client pain points? B2B.
6. Can I do both B2B and B2C at the same time?
Yes — but only if you do it properly.
What not to do:
Use the same brand voice for both
Send B2B leads a discount code with emojis
Talk about enterprise-level ROI to someone buying lip balm
Mix product ranges or offers on the same landing page
What to do instead:
Create separate landing pages or microsites
Adjust your email marketing flows based on customer type
Create two content strategies — one logical, one emotional
Track each segment separately so you don’t get messy data
Plenty of businesses straddle both — just keep your messages clear and your funnels clean.
Think of them as two separate customers who just happen to live in the same house.
Final Thoughts from Your Favourite Digital Marketing Nerd ☕
Look.
Whether you’re selling SaaS to CEOs or socks to sisters, digital marketing will absolutely move the needle — but only if you treat it like a strategy, not a side hustle.
You’re not just “doing social” or “throwing up a blog post.”
You’re:
Building trust at scale
Creating value before people even meet you
Turning strangers into fans, and fans into buyers
But none of that happens by accident.
💡 The Real Secret? Know Who You're Talking To.
You can have the best logo, the nicest reels, and a fancy-pants website...
But if you don’t understand your audience — what they want, what they’re afraid of, and how they make decisions — you’re marketing to nobody.
Here’s how to fix that:
If you’re B2B: Speak to logic. Solve real business problems. Use content that proves you know your stuff. Build trust with time, not hype.
If you’re B2C: Speak to emotion. Entertain, inspire, and connect. Show your product in action. Use language your customers use every day.
And if you're doing both?
Split the strategy.
Split the tone.
Split the content.
Don’t confuse the accountant looking for payroll software with a dog mum looking for matching PJs.
🚫 Oh, and Stop Boosting Posts Without a Plan.
Boosting a post isn’t a strategy.
It’s digital wishful thinking.
If you're not:
Targeting the right audience
Tracking results
Testing offers
And linking to an actual conversion funnel
...then you’re just paying Meta to let more people scroll past your ad.
Put that €50 into something that actually brings results — like retargeting, keyword-optimised landing pages, or an SEO audit.
🚀 Digital Marketing Isn’t Just About Traffic - It’s About Traction.
Getting people to your business is easy.
Getting people to trust, buy, and return? That’s the real game.
Use digital to build authority, not noise
Speak clearly and consistently
Focus on what matters — leads, sales, loyalty
Track what works, bin what doesn’t
Never stop testing and tweaking
Whether you’re B2B, B2C, B2G, or some glorious hybrid — there is a digital strategy that works for you.
And when you find it?
You stop guessing.
You stop chasing.
You start growing.
🧠 You Don’t Need to Do Everything - Just the Right Things, Consistently.
If you’re in Ireland and just starting out, stick to the basics:
A website that works
Content that answers questions
SEO that brings in traffic
A clear, human voice that shows you're real
Tools that save you time instead of adding stress
The rest? It’ll come.
Digital marketing doesn’t need to be overwhelming.
It just needs to be intentional.
And if you’re ever stuck?
I’m here.
You don’t need to navigate the chaos of digital marketing alone.
You’ve got this.
💬 Ready to Make Digital Work for You?
If this guide opened your eyes to the difference between digital marketing B2B vs B2C, brilliant — that’s the first step.
But the real magic happens when you put it into practice.
So here’s what you can do right now:
✅ Pick your lane — B2B, B2C, B2G, or a mix
✅ Choose one or two strategies that suit your buyer
✅ Keep it simple, consistent, and customer-focused
✅ Track what’s working — and ditch what’s not
✅ Get help when you need it
Because trying to guess your way through digital is a fast track to burnout.
Let me help you get clarity, direction, and momentum — so you can stop spinning your wheels and start building something that works.
🔧 Want to talk strategy?
I offer personalised digital marketing consulting for Irish businesses — no jargon, no fluff, just smart plans that actually work.
🎯 Book your free strategy call:
👉 https://calendly.com/alessandro-hellodigital/30min
Alessandro Boscolo-Conway
Hey, I'm Alessandro Boscolo-Conway! I'm an SEO and digital marketer and founder of Hello Digital. My mission is to help business owners like you grow your business with SEO and digital marketing!
