Business-to-business marketing features:

• Transactions among and within value chains.
• Value primarily determined by business economic use.
• Small numbers of customers, many requiring personalized marketing, including customized products and prices..
• Large customers with formidable market power. (In B2B, your customers often are also your competitors.) Widely varying customer types and customer needs.
• Large-unit transactions.
• Complex and lengthy selling processes involving many players creating a demand decision chain.
• Deeper partnerships with members of the value chain, including customers.
• Channel management oriented up and down the supply chain.
• Sales focused on key account management, and multiple purchasing influencers (many of whom are not likely to be end users themselves).
Business-to-Consumer features:
• Transactions through the dealer to the end consumer.
• Value determined by end-consumer perception.
• Focus on brand management.
• Large number of generally similar consumers.
• Small transactions.
• Linear selling process, usually of short duration.
• Channel management oriented toward retail.
• Sales activity focused on the end user.