This article outlines that B2B and B2C marketing are different. Having a look on the classic 7Ps of marketing and common marketing channels, distinct differences can be listed.
One aspect frequently discussed when talking B2B vs. B2C is that, in both cases, humans interact with humans. A conclusion would be that the difference between B2B and B2C is outdated, and the only necessary approach is Human-to-Human "H2H". If you like this perspective, here is an article on the common language of B2B and B2C Marketing.
Although this is correct often, it is also wrong for eCommerce. When purchasing online from Amazon.com, you have no interaction with a human. The strong brand, the convenience and your trust in the brand, replaces the human factor.
Another argument against the simplified concept of Human-to-Human is, this term only reflects the obvious – that we are all humans. It is just too generic to provide a valid framework to work with. However important the human factor is, it cannot be used to describe different marketing approaches.
To sum up, B2B and B2C marketing is still a valid framework to describe marketing for the various parts of the value-added chain. From raw material to the final product and beyond.