Should I use different strategies for B2B vs B2C customers?

As a Shopify store owner running a hybrid business serving both B2B and B2C markets, I've been struggling to create a unified conversion strategy that resonates with both customer segments. My B2B customers have longer decision cycles, higher average order values, and more complex purchasing behaviors compared to my B2C shoppers who are more impulse-driven and price-sensitive. I've noticed that generic discount strategies that work for individual consumers often feel inappropriate or ineffective when targeting business buyers. My current approach feels like a one-size-fits-all solution that's leaving money on the table. I'm seeing lower conversion rates across both segments and feeling frustrated that I can't seem to craft personalized experiences that speak directly to each group's unique motivations and buying patterns. The stakes are high—my margins depend on understanding and effectively converting these different customer types without appearing desperate or undermining my brand's perceived value.