5 Myths of B2B Marketing B2C marketing is trendy. There’s a glut of information available about how a business can reach out to individual customers. There is relatively little information available regarding B2B marketing. Because of this lack of information, it’s important to take a discerning look at B2B on its own instead of lumping it in with B2C. Let’s take a look at 5 common myths of B2B marketing to elucidate some key differences and challenges of B2B marketing.