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What is B2B marketing?

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Definition of B2B marketing

B2B marketing is the process through which one company promotes and sells its products (goods or services) to another company. Business to business marketing is essential when the product of one company is required to sustain or improve the business activities of another.


In marketing literature, the word ” B2B marketing” (aka: business to business marketing) has a variety of definitions. B2B is a broad term that encompasses all actions related to marketing a product (good or service) to another corporation.

Business-to-Business model

B2B is a business model that refers to the strategies and best practices employed by companies that sell to other businesses. Unlike B2C marketing methods, which presume the target audience is the consumers, business-to-business marketing strategy must account for all parties who affect business decisions.

B2B marketing includes a number of approaches to concurrently target numerous markets. They must also account for lengthier sales cycles, as organizations conduct extensive research before making a purchase and include a broader range of participants in the purchase decision process.

what is b2b marketing

What does B2B mean in marketing?

Business-to- business marketing is referred to as B2B marketing. Companies will develop marketing collateral for other businesses rather than direct marketing to individuals. When a company decides to offer its services or goods to another business, it frequently develops a B2B marketing plan and strategies.

In a B2B marketing approach, you may communicate to business audiences differently than you would to consumers. When corporations or organizations are considering acquiring a product from another firm, they may look for material that is tailored to their unique interests or requirements. This can include thought-provoking material, return on investment data, product price, and staff benefits.

What is a B2B marketing example?

Examples of B2B marketing can be found in every industry, from manufacturing to retailing. Wherever business transaction occurs, you can be certain that a slew of B2B suppliers and customers are there.

Automobile manufacturing industry is a good example of B2B marketing definition. While everyone is familiar with some of the most consumer-facing brands, each type of vehicle they produce incorporates hundreds of items from other companies. These components include tires, hoses, engine, electronics, and other accessories that ensure the ultimate consumer product – the car – operates correctly.

The producer obtains these components from a variety of vendors and combines them into the finished product. When you purchase a car from a single manufacturer, you are acquiring components manufactured by hundreds of other B2B companies located across the world. Therefore, the B2B business model is critical to the supply chain of any sector.

Examples of real-world B2B marketing activities abound and are more evident than you may know. For example, GE (General Electric) manufactures a variety of consumer items, but it also supplies components to other businesses.

Some examples of B2B marketing

  • A hydraulic hose manufacturer promoting its products to an automobile manufacturer.
  • A manufacturer of industrial pumps is seeking to advertise and sell its goods to an oil and gas company.
  • A construction company is marketing its professional services and hoping to secure a contract for the construction of office space for a law firm.
  • A dealership for heavy equipment is marketing and selling industrial equipment to a general contractor.