🌍 Why B2B and B2C Marketing aren’t that different 🌍

At PAN CON TOMATE, we’ve worked with some of the world’s biggest B2C brands and fast-growing B2B businesses. And here’s a surprising truth: great marketing thinking applies universally. Whether you're selling to a consumer or a company, the foundation is the same—understand your audience deeply and speak to their needs.

As Mark Ritson says, "There really aren’t that many differences in selling a service versus a product, or targeting companies rather than people." We go even further: our experience in both B2C and B2B shows that lessons from one can power success in the other. The common thread? Always focus on the customer. Sounds too obvious? It is not.

Take Chargetrip, our client in the exciting EV routing API space. A true B2B brand, Chargetrip was founded by engineers, for engineers, with an unwavering focus on creating a superior product. Their technical edge keeps them ahead of the game, but how do they ensure their story resonates with their audience?

Here’s where we stepped in. We helped Chargetrip give as much focus to their customers as they do to their product. Who do they sell to? What fights are those customers fighting? What pain points need solving?

Unlike in B2C, the answers in B2B are more complex because decisions often involve an entire decision making unit - a number of people that take part in the buying process - instead of a single consumer. But that’s also where the magic happens—digging deep into motivations, needs, and the broader purpose driving these audiences.

Our approach: we make Marketing work for both B2C and B2B.

At PAN CON TOMATE, we help brands focus on their audience—whether that’s companies or consumers—through a short and simple structure:

1️⃣ Who is the customer? What are their needs, problems, and aspirations? Why? And very important: when?

2️⃣ What does the brand stand for? Define its core values, beliefs and personality.

3️⃣ What motivates purchase? Identify the emotional and functional benefits.

4️⃣ What makes it credible? Ensure there’s proof to back up the positioning.

5️⃣ What’s the single, compelling reason to choose this brand?

This isn’t about creating great messaging. It’s about bringing clarity, focus, and excitement—something the Chargetrip team captured perfectly:

“Jitske and Leontien brought a ton of clarity and value to us finally defining our brand values and personality. They are great facilitators and really aligned our team around a single strategy for our brand. It added a lot of excitement and clarity to how we need to talk about our products, but also showed how we should behave as a brand to stand out in our particular vertical.” - Gideon van Dijk, CEO Chargetrip

In short, whether we’re working on a B2B or B2C brand, we know one truth: the best marketing always starts with understanding your audience. And from there, it’s about building a brand that stands out and inspires action.

💡 Hungry for more PAN CON TOMATE? Let’s chat about how we can help bring focus to your brand.