What is B2B marketing?

By Published On: May 29th, 2021Categories: b2b marketing, business
What is B2B marketing?

B2B marketing or business-to-business marketing denotes the marketing activities of one organization towards another. As the name suggests, business-to-business marketing discusses the marketing of products or services to other businesses and organizations. On the other hand, B2C marketing or business-to-consumer marketing is focusing on the consumer. B2B companies are more or fewer businesses backup other businesses, offering them everything they need in order to operate and grow. B2B buyers are making decisions on the ground of price and quality, besides; the profit margin is a strong factor to make a purchase.

B2B marketing focuses on the marketing methods of a business when directly selling and delivering to other businesses or organizations. Although B2B marketing methods are based on the same principle as B2C marketing, there are slight changes in terms of their operation. After all, customers base their decisions on different aspects than businesses. Whereas consumers are tempted by sensitive triggers such as reputation, B2B buyers often make decisions purely based on profit potential. But, just like B2C marketing, B2B marketing operations are aimed at people; more specifically the people who influence the purchasing decisions of a business.

While B2B marketing is no more complex or difficult than other marketing systems, a number of differences must be taken into account. For example, the stakes are greater when a business tries to bring in another business as a customer than when a business tries to pull a single consumer as a customer. The aim of many B2B businesses is to create positive and viable customer relationships. For this reason, price negotiations are often a lot more rigorous, and much attention is paid to after-sales services.

Characteristics of B2B Marketing

Usually speaking, it is said that a business purchasing from another business is better known than when a consumer makes a buying. It is therefore vital that the B2B marketer gives sufficient proof of a high level of knowledge and expertise in the interactions with its potential customer. They must have enough product knowledge, but also technical and social knowledge that inspires a viable relationship with the customer.

Consumers at a business often do this according to strict rules. This is why these buyers are believed to act more sensibly in their buying behaviour than regular consumers. Products attained by businesses need thorough and expert research. Obviously, a car manufacturer does not choose which car engines it wants to be based on colour alone. Their choice will depend on a sequence of technical requirements, production issues, and safety measures. Customers are often less interested in technical aspects. For instance, they want to know how fast their new car can go and don’t want to know the technical aspect behind car making.

The scope and value of different B2B customers may also differ greatly. As a result, marketing methods are revised accordingly. In total numbers, there are far fewer customers in B2B marketing than in B2C marketing, and thus fewer people or businesses that can be come close to. The size of orders, on the other hand, is many times greater than in the consumer market. Discussions about price and conditions are also a lot more common in the B2B marketplace than in the B2C marketplace.

Customer Relations

Although often taken for approval, many customers leave an organization due to a lack of customer communication or support. Attaining a high level of loyalty with customers is vital to getting them back as regular customers. Generally speaking, customer relations in B2B marketing are similar to those in B2C marketing. The vending organisation will often offer many tools, such as a FAQ, helpline, or mobile applications that provide significant information.

Communication with the client is very imperative here. Customer interaction takes place at several moments. For instance, there is often a meeting following the very first contact. This meeting summarizes the early talks and contracts. This is consequently followed by a period in which a potential deal is decided. Customer interaction is highly important during this period. Customers must be able to contact the supplier if they have queries. Even when the deal has been settled, contact is often continued. The customer is thanked for their nice cooperation and several ways of continuing the partnership in the future are recommended. Furthermore, businesses often send their customers a message during holidays.

B2B customer relations are multifaceted. A continuous flow of communication and mutual trust and respect is significant. Logically, this requires a lot of effort and uprightness. If the seller makes a fault, he must openly confess this and not wait until the last moment. It is also important that the vendor doesn’t make empty promises or overstates the specifications of his product or service.

B2B Marketing Types and Networks

There are many methods to B2B marketing. The most operative ones vary per industry. For instance, whereas a certain social media channel may be effective in one industry, it may fail in others. There is some intersection here with the concept of Digital Marketing.


B2B marketing also often comprises the use of content marketing. Different studies have shown that publishing certain content or fresh keywords generate more traffic towards the selling organization. Apart from blogs, videos, articles, and Info-graphics are also often used.


Search Engine Optimization (SEO) is still measured as one of the best B2B marketing channels. B2B marketers use SEO to entice consumers who use the Internet to search for information related to a certain product or service. Since the first 4 or 5 results of an online search engine produce the most clicks, it is vital to rank high in a search engine’s algorithm.

Social Media

Even if social media isn’t often used as a direct channel for the message, it can certainly help organizations arouse more consumer involvement. For example, social media can be used to spot customers. Consequently, various customer needs and necessities can be derived from this.


Being a less impactful technique nowadays, email is still widely used. In fact, companies spend a lot of money on high-quality email marketing strategies. In SEO ranking this form of marketing performs best in almost all businesses. It makes the most income, particularly for companies in manufacturing or logistics.


Events are a fairly old-style way of approaching potential clients. Though, in technical industries, they are still very crucial. For instance, during physical demos of innovative technical equipment, all details and specifications can be addressed in the direct presence of attentive consumers.

In B2B business, a customer means businessman. So, his buying decisions will strictly in and around profit margins. A seller obviously representing the business community, so his decisions are also supported by profit margins. Here the advantage of both players is depending on profit and quality of products; hence they can easily come to a consensus on these matters.

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