Digital marketing works for B2B and B2C businesses, but best practices differ significantly. B2B customers typically have longer decision-making processes, and therefore longer sales funnels. Relationship-building strategies work best for these customers, while B2C customers tend to respond better to short-term offers and messaging. B2B transactions are usually based on logic and evidence, which has shaped today's B2B digital sellers. B2C content is more based on emotions, the objective is that the customer feels good during the buying process. Decisions in B2B generally take into account the opinion of more than one person. The marketing documents that best help with these decisions are generally shareable and downloadable. In contrast, B2C customers favor one-to-one connections with a brand.