B2B is a relationship between two or more companies. It can be goods or services. B2B marketing does not target end customers B2C, rather it targets companies and individuals. Accordingly, the abbreviation stands for Business to Business. Advertising measures are tailored to the clientele in question and consider the unique features of companies dealing with them. For example, a company may not be able to simply sign a contract but must follow long-running processes that, for example, allow for the receipt of written offers. These special features must be addressed in B2B advertising. B2B Marketing offers products that are easy to understand and that aim at quick conclusions, which is what is common in the end customer segment. However, they can also be complex and require explanation.

A website that is well-designed and includes all communication channels, including email marketing, social media, and other marketing tools, is key to successful B2B marketing. This website is important because it helps to retain information. Content marketing, which includes blogs and videos, is also growing in importance. The products and sums used in B2C marketing are partially different, but private individuals will eventually require them in the most rare cases. It can be used to control industrial machines or for accounting for many hundred people. Particularly, customer acquisition and lead generation have been gaining in importance in B2B Marketing in recent years. Marketing increasingly becomes involved in sales tasks because potential customers are taken care of by marketing until they are ready to buy. Inbound marketing is a highly successful tool that can help achieve this.

 It is targeted at Buyer Personas from the perspective of B2B marketing. They represent the company’s expectations and needs and offer deep insight into the decision-making process. B2B is about people. They do not talk to one another in private, but rather as employees of a company. These represent the purchasing view, controlling view, or production manager view. B2B marketing refers to trade with other companies, while B2C deals with private customers. These two types of marketing have very different targets. B2B is limited in numbers, but they are more specialized in Business to Business. B2C is more broad, but they are less skilled in Business to Consumer. B2B companies are more informed than individuals and do extensive research to find the best solutions. Because customers are generally less knowledgeable about the products and solutions, it is important to use a B2B marketing strategy. The use of simple language is more effective with individuals in the former case.