What does B2B marketing refer to?

B2B marketing specifically focuses on transactions and interactions that occur between businesses, rather than between businesses and individual consumers. This type of marketing involves companies selling products or services to other companies, which can include wholesalers, retailers, manufacturers, and service providers.

In B2B contexts, relationships between businesses are crucial; they often involve longer sales cycles, multiple decision-makers, and larger transaction values compared to B2C (business-to-consumer) marketing. The strategies in B2B marketing often emphasize relationship building, targeted communications, and providing solutions rather than mere promotions aimed at individual customers.

For instance, companies might engage in product demonstrations, personal selling, and trade shows specifically tailored for other businesses. This approach helps to establish trust and long-term partnerships in a more complex selling environment compared to consumer-focused marketing strategies that prioritize quick sales to individual customers.