7 key differences Between B2B and consumer marketing

Writing for a business audience and writing to consumers require two different approaches. Copywriting generally emphasizes benefits over features: “Our car’s ergonomic seating, with built-in massage feature, works the stress out of your commute.”

Businesses interested in investing in new products need to understand the features, as well. The following features might motivate an enterprise company to consider new accounting software: “For Mac and PC. Unlimited paychecks. Custom financial rep...