Guide: B2B Marketing

Business-to-Business marketing includes all actions and processes to market and distribute a product or service to another business. In other words, it is marketing aimed at other businesses rather than aimed at consumers. Marketing aimed at consumers is therefore called B2C marketing.

The purpose of B2B marketing is to make other companies aware of your brand, the value of your products or services - and eventually turn them into your company's customers.

B2B marketing differs from B2C marketing in several ways. One difference is that the B2B buying journey is often a longer process. At the same time, there is often more research involved in buying a B2B product or service.

When the buying project is a longer process, it's often because there are several decision-makers involved, which can have an impact on marketing, as you often need to communicate differently to the different decision-makers in the process. For example, it's important to keep in mind that B2B customers are often more than halfway through the buying process before they contact a company. This is important to consider when planning how you want to reach potential customers.

Customers are generally researching the market more thoroughly than before and getting a better overview of potential suppliers or products before making a purchase - with around two-thirds of these researching three or more companies in the process.