Business-to-business marketing targets companies rather than individual consumers. Examples include Microsoft selling software to enterprises, or a steel manufacturer supplying auto companies.
B2B buying decisions are longer, involve multiple stakeholders, and prioritize logic, ROI, and long-term value over emotion. Relationship building and establishing credibility are essential.
LinkedIn, trade shows, content marketing, and direct sales teams are primary B2B channels. The average B2B sale involves 6-10 decision makers, making the process more complex but typically higher in value than B2C transactions.