Business To Business (B2B)

Business to business or B2B refers to companies who sell products, services or solutions to other businesses and organizations rather than directly to consumers. The strategies, processes, and technology needs for B2B sales differ greatly from B2C selling.

B2B sales often have far longer, more complex sales cycles. They require relationship building across group decision makers well before any purchase. Content marketing, events, and account based approaches rather than mass consumer advertising predominate in B2B marketing.

Buyer groups, purchasing requirements, and timelines in organizations also differ widely from individual consumer buying. Customized solutions and technical integration are typical in B2B as well. Operating effectively within these dynamics requires sales teams optimized for B2B complexity.