Whether you are marketing business to business or business to consumer, there is virtually no difference. In each instance when you break it down, you are really just marketing to people. Businesses don’t buy anything, the people at the businesses do.
The old marketing acronym AIDA applies to both. You need to get their Attention, create Interest and Desire, and stimulate Action.
The strategy you use to go about doing this is really no different either. Offering discounts, using a free gift with a purchase, bundling your products or services and having different levels to purchase from, etc. all of these can be used in both circumstances.
The way you deliver your message is again no different. You can use radio, tv, direct mail, phone directories, pay-per-click campaigns, face-to-face selling, etc.
About the only real difference is the gatekeeper that many businesses have. But sometimes you have this with consumer marketing too. For instance, you may be trying to reach the man of the house via direct mail and the woman may be the one who gets the mail and makes the decision of whether or not your piece gets pitched or put in his mail pile.
So really it comes down to devising ways to circumvent or incorporate the “gatekeeper”. Something you really should think about whether you market B2B or B2C. The best way to do that is to be as exciting and different as you can with your marketing so your stuff gets noticed and in the hands of the right person.