B2B vs B2C marketing benchmarks

B2B (n=221)

61.9

B2C (n=442)

64.1

Real measured data, not judgement bands. Each figure is the mean dimension score of every scored business tagged with that customer type in our own dataset. B2B2C and B2G businesses are excluded from this specific comparison to keep the two groups clean. Full six-dimension methodology at How We Score.

B2B businesses like to think they're a different game to consumer marketing. The data says the difference is narrower than the story. The real gap is two dimensions, not six. B2B under-invests in acquisition channel diversity and conversion path design specifically, not in marketing generally.

The retention edge B2B holds isn't earned through better lifecycle marketing. It's mostly structural, built into contracts and renewal cycles that consumer businesses don't have. Don't mistake a structural advantage for a marketing one. It won't survive a competitor who starts actually working the acquisition side as hard as the retention side.

In our own dataset, B2C businesses average 64.1 versus 61.9 for B2B, a gap of roughly 2.2 points. The gap is concentrated in two dimensions, not spread evenly across all six.