Often times when I meet a prospect for the first time, its starts off with “do you have B2B (business to business) or B2C (business to consumer) experience?”
I have both, however, when you are dealing with the internet, there is really very little difference. When it comes to messaging, marketing, traffic, the person you are trying to capture and convert are humans. In the case of B2B, sure, a business may be paying for it. However, the person who is going to come to the site and make a purchase or fill out a form is not a business. Its a human being. Its the same strategy as if that human was purchasing for their home.
Sure, there may be some differences with the backend technology side (like POs or approved vendor accounts) but at the end of the day from a marketing standpoint, there is no difference at all.