Business-to-business, or B2B, describes transactions between companies rather than between a company and individual consumers. Examples include a software firm selling to enterprises or a wholesaler supplying retailers. B2B marketing focuses on building relationships, long-term contracts, and decision-making processes that often involve multiple stakeholders.
Unlike consumer marketing, where emotion and impulse play larger roles, B2B marketing relies heavily on logic, ROI, and trust. Buyers expect expertise, detailed product information, and personalized solutions. Content such as case studies, white papers, and webinars are powerful because they educate and demonstrate value.
Digital channels like LinkedIn, email, and search advertising are particularly effective in B2B environments. The buying cycle is longer, so nurturing leads through remarketing and automation becomes essential. While the audience may be smaller than in consumer markets, each lead can represent a significant opportunity. In short, B2B marketing is about creating credibility and building partnerships rather than quick conversions.
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