B2C and B2B advertisers view their audiences from two completely different perspectives even though they’re often both talking to the same people. The infographic below showcases how important it is for B2B marketers to ensure that they are using the right lens to identify, target and communicate with their potential customers online.

1. Travel.com
Self.com
NPR.org
SplitPerspectives:
B2BvsB2CBuyerProfiles
SplitPerspectives:
B2BvsB2CBuyerProfiles
Healthy Recipes
Family Vacations
Yoga Clothes And Gear
Capacitance
Power Factor Correction
S-ATA Connectors
Thelensusedtoviewabuyerdetermineshowtheyaretargetedonline.
Take Stephanie for instance, who is both a busy soccer mom and chief products engineer. B2B and B2C marketers focus on
very different perspectives on the same buyer. Demographic data, keyword search terms and online behavior make all the
difference in how a B2B audience is segmented and targeted across the Internet. Make sure that you are viewing B2B
buyers from the appropriate vantage point to obtain the best digital marketing results.
STEPHANIE
SoccerMom
multiview.com solutions@multiview.com
Asinterestingasshemaybe...
Only Stephanie's professional side is relevant
to B2B marketers who can now use firmographic
data, business related keyword searches and
even the content she reads to target her online.
LearnhowtocraftyourB2Bbuyerprofileinourebook:
AudienceTargetingTechniquesforB2BMarketers.
Viewyourbuyerthrough
theappropriatelensin
ordertotargettheright
personattherighttime
withtherightmessage.
From the B2B perspective,
Stephanie holds a leadership
position within a small-mid
sized engineering company.
She manages a team in
checking the reliability of new
products within the constraints
of a limited budget.
She loves browsing the web for escape outlets,
such as her upcoming travel adventures abroad,
health/fitness/yoga related news, and
self-interest stories on NPR.
Stephanie's frequently searched keywords
give insight to her lifestyle as a busy soccer
mom. She seeks products, services and
content to support her interests.
It's important for Stephanie to keep up with
her industry. As a leader on her team, she spends
time reading work related information on
authoritative association and industry news sites.
As a principal engineer, Stephanie's
frequently searched keywords offer
insight into which types of products and
services her organization is interested in.
PrincipalEngineer
OnlinePublications
From the B2C perspective,
Stephanie is a busy soccer
mom who loves to relax
from a fast-paced life with
yoga and relaxing weekend
vacations. She is happily
married and has two children in
elementary school and preschool.
LIFESTYLE:BUSYSOCCERMOM
Interests: Yoga, Travel
Age: 32
HHI: $100,000/yr
Household: 2 parents, 2 children
TITLE:PRINCIPALENGINEER
Education: M.A. Engineering
Industry: Transportation
Budget: $200,000
Employees: 200
EETimes.com
Nema.org
Engineering.com
Demographics Firmographics
KeywordsSearched
(OnlineBehavior)
KeywordsSearched
(OnlineBehavior)
(OnlineBehavior)
OnlinePublications
(OnlineBehavior)