How does segmentation differ for B2B vs B2C?

B2B and B2C segmentation solve different problems because business and consumer buying work differently.

B2B involves multiple stakeholders. Purchases require buy-in from users, managers, IT, finance, and executives. Segmentation must address different roles and concerns within the same account.

B2C involves individual decisions. One person typically makes the purchase decision. Segmentation focuses on that individual's needs, preferences, and circumstances.

B2B uses firmographic data: Company size, industry, revenue, technology stack, funding stage. These indicate fit, budget, and buying process complexity.

B2C uses demographic and lifestyle data: Age, location, family status, interests, shopping behavior. These indicate needs and preferences.

B2B sales cycles are longer. Segmentation supports nurturing over months, not impulse purchases. Content needs to build relationships across extended timelines.

B2C decisions are often faster. Segmentation can target moments of intent more directly. Timing and immediacy matter more.

B2B values expertise. Educational content, case studies, and industry knowledge build credibility. B2C often values emotional connection, convenience, and social proof.

Both benefit from behavioral segmentation. What someone does predicts what they'll do next, regardless of context.