Consumer marketing usually involves selling a small number of things to many buyers while B2B involves large quantity sales to a small number of buyers. This means that consumer marketing needs to reach a wide audience and B2B marketing a targeted audience.

Traditional mass media, therefore, are appropriate to consumer but not B2B marketing. Trade magazines and websites may be more targeted.

A large amount of B2B selling relies on demonstrating products at trade shows, responding to requests for proposals, and having a network of sales agents working closely with purchasing managers. At times, in fact, product development should be planned in terms of the needs of one's larger customers. This means a focus on sales staff rather than advertising purchases.