What is B2B (Business-to-Business)?
B2B (Business-to-Business) refers to a business relationship between two companies, that is, the sale of products or services of one company to another company. It is not about selling to end consumers (as in the case of B2C), but about transactions between companies.
Examples of B2B relationships:
- A component manufacturer supplies parts to an automotive company
- A marketing agency provides services to an IT company
- A software company sells a CRM system to a logistics company
In B2B, the customer is the company itself, with purchasing decisions often made by a team of experts or managers. This process tends to be more complex, longer, and more rationally basedthan in the purchases of ordinary consumers (B2C).
Main purchasing criteria:
- Quality of products or services
- Price and the attractiveness of the offer
- Profitthat the company can achieve through the purchase (e.g., cost savings, increased efficiency)
Most common tools
Email marketing (newsletters) – regular communication with partners, customers, clients
Digital marketing (SEO, PPC) – increasing visibility in search engines and targeted advertising
Social networks (especially LinkedIn) – building a professional profile and expert content
Content marketing – blogs, case studies, e-books, videos, podcasts that educate and inform
Webinars and online training – allow for interactive presentation of expert topics to the target audience
Personal sales and B2B networks – meetings, networking events, trade fairs, and business presentations