Who uses B2B marketing?

Homepage » Resources » Definitions » Who uses B2B marketing?

Pinterest LinkedIn Tumblr

Which companies use B2B marketing?

Companies that use B2B marketing strategies include organizations of various shapes and sizes, from financial institutions giving business loans to cloud-based software-as-a-service (SAAS) providers. The list continues on. Consider it a supporting network of businesses that, via their goods and services, assist other businesses in improving their performance and growth.

B2B marketing campaigns are directed towards any decision-makers who have the authority or influence over their company’s purchasing choices. This term refers to a broad range of job titles and duties, ranging from researchers and procurement team members to company owners and high-level executives.

The goal of any B2B marketing plan is to develop ties with each prospect in order to establish a long-term customer relationship. This is a critical objective for every business, regardless of size, whether it is a large corporation or a small business.

Who uses B2B marketing?

Who uses B2B marketing strategies?

B2B marketing is typically applied by companies that provide items or services that general consumers are not interested in. These companies sell their products (goods, solutions, or services) to other businesses.

For example; a company supplying medical surgery equipment is unlikely to market their products to consumers. Instead, they will use the B2B marketing approach to reach medical equipment purchasers such as hospitals.

Because a solid B2B marketing strategy is typically targeted at companies rather than the end customer, it is frequently more information-rich in presentation than B2C, or ‘business to consumer,’ marketing.

While any company may engage in certain parts of business marketing, it is frequently utilized by organizations that make specialized items. These organizations manufacture and sell high-volume products such as plastics, cloth, or steel, or they offer a range of business services such as financial services, project management, and SaaS.

While businesses that offer B2B products are not as diversified as those that sell directly to the customer, the B2B industry is enormous internationally.

Some common B2B companies

  • Manufacturers are responsible for designing, developing, and manufacturing their own products. Manufacturers may sell to companies directly or indirectly through distributors or dealers.
  • Distributors and dealers sell directly to companies the products and services manufactured by other companies.
  • B2B companies hire agencies and consultants to get advice, monitoring, and subcontracting services. For instance, a B2B marketing agency oversees and manages a consumer brand’s million-dollar B2B digital marketing strategy.


These are only a few of the numerous B2B business models. When you consider the sheer number of sectors and the resources required to generate their products or services, it’s easy to appreciate B2B firms’ enormous breadth.

Types of businesses that use B2B marketing

B2B organizations exist in a variety of types and sizes. The products they offer and the manner in which they sell them have a direct influence on their business and how it operates. For instance, a local security services company will be geographically restricted until they expand to new regions. Its B2B marketing strategy will be limited to a particular region.

On the other hand, invoicing software may potentially be purchased by companies worldwide. They need to prepare global B2B marketing content to reach more customers.

Types of B2B companies

The first step in developing a B2B marketing strategy is determining which category a company falls into. The company category is based on the products it sells and the B2B marketing communication it has formed with its customers. The two major B2B sales categories are as follows, and the majority of businesses fall into one of them.

Industry specialists

Businesses in this group can sell all of their products or services to other organizations in the same industry. They are mostly specialized in one specific industry, and they should have a solid B2B marketing plan to survive in their industry.

For instance, it is expected that process engineering companies concentrate their marketing efforts on the oil and gas industry. Also, a medical equipment supplier markets its products to members of the health industry, such as hospitals. So, each industry expert company should plan B2B marketing programs according to their own industrial segment.

A sub-segment of the specific industry is made up of businesses that will sell to a restricted segment of the same field. For example, a supplier segment may include companies that manufacture medical or laboratory equipment that sell their products only to particular sorts of hospitals or clinics. Therefore, a seller company in this segment should build a B2B marketing strategy that targets those specific health institutions.

General Suppliers (Vendors)

In this category, there are corporations that offer products (goods, services, or solutions) to a variety of different types of businesses. Examples include sellers of office supplies, third-party agencies, or software companies. All companies from all industries may need these kinds of goods. They mostly have a general B2B marketing strategy that targets all types of business customers.

Business marketing companies (such as B2B online marketing companies) and public relations organizations that specialize in specific industries are included in this category too.