What is B2B?

B2B (business-to-business) is the model in which a company sells products or services to other businesses rather than to consumers. B2B marketing differs fundamentally from B2C in decision times, buying processes and the role of relationships and trust.

Characteristics of B2B marketing

Longer decision cycles (weeks to months), several decision-makers per deal (DMU), higher average order values, more rational buying decisions and a bigger role for lead nurturing and personal contact. Content marketing through white papers, case studies and thought leadership is vital for building authority.

B2B channels

Cold email and LinkedIn are the dominant outbound channels for B2B. SEO through informative content and Google Ads on purchase-oriented keywords are the strongest inbound channels. Email marketing for lead nurturing is indispensable in B2B.

B2B versus B2C

B2C marketing focuses on volume and speed; B2B on quality and relationships. A B2B deal can be worth ten times as much as a B2C transaction, which justifies higher acquisition costs.

How long does an average B2B sales cycle take?

From weeks to more than a year, depending on the size of the deal and the number of decision-makers involved.

Is LinkedIn essential for B2B?

For most B2B sectors, yes. It is the platform where business decision-makers are active. More at developers.google.com/search.