What are the key differences between stakeholder and investor communication in B2B and B2C marketing?

For me, investors are only a more specific stakeholder group. They are, as well as all the other stakeholder groups, interested in the benefits of your products or services, your USPs, the pains it reliefs, etc. Their special interest lies in a solid business planning, the numbers, the sales forecast, etc. If you are a start-up or small business, there are different options to raise funds with competitions, start-up angels, etc.

Shareholders i.e., investors own equity (and debt) of a company and stakeholders are goodwill ambassadors (also consumers) of the product. It is a grey definition of PR practice; stakeholders may not necessarily be the shareholders but shareholders are definitely the stakeholders of brand-reputation.

In B2B marketing, stakeholder and investor communication often focuses on long-term relationships, detailed product or service specifications, and ROI. The messaging tends to be more technical, emphasizing reliability, efficiency, and how the partnership can drive mutual growth. In contrast, B2C communication aims at broader audience appeal, highlighting product benefits, emotional connections, and brand values. It's more about storytelling and creating a compelling brand image that resonates with consumers' lifestyles and values. While B2B communication requires detailed discussions and nurturing professional relationships, B2C strategies prioritize engaging and persuasive content to influence purchasing decisions.

B2B is a much longer buying cycle than b2c. B2C is mostly instant transactions, depending on the cost (fmcg’s) vs larger purchases (car, house, holiday etc) B2B however is usually minimum 6 months and the cycle can go all the way to up several years particularly if the buyer is in the public sector before a decision is made. B2B is generally led through multiple integrated sales and marketing channel touch points (on average 10) before a decision is made vs a few for b2c.

These are in general 2 completely different stakeholder groups. In my 20 years of professional experience, I have changed my view: In the beginning, I thought that B2C would be the easier part, as it is "just" about selling your products or services. But: the target group can be quite heterogenous, which can make the task very complicated. B2B, from my perspective, has the additional challenge that you are talking to professionals and have to prove the added value for their company very fast - BUT: this is also the advantage. You will mostly deal with C-level / management if you want to be successful, and they have many things in common: fast thinkers, fast in deciding, and easily convinced if you push the right buttons.

You need to communicate to stakeholders that b2b isn’t instant gratification and educate and update stakeholders on funnel progress - MQL’s to SQL’s to opportunity stages before decision making. Agreeing KPI’s with stakeholders helps to show progress to the end journey of won revenue.

In B2C, it is about identifying the pain points of your (potential) customers and showing them the added value of your product or service, what makes it unique, and what makes it better than competitive products or services. In B2B, you have to focus on the value it brings to the other company you are talking to, on the ease of working with you, how you will maybe make processes more efficient and save the company time and money.

In B2B, stakeholders are like chatty coworkers - gotta keep everyone in the loop. Investors? Think laser focus on growth and conquering the market (think dragon-slaying PowerPoint decks). B2C? Stakeholders are your happy customers (think emoji-filled reviews!), while investors want a love story - how your product will win hearts (and wallets) forever.