- B2B marketing is short for business-to-business marketing. It is the process of marketing products or services to other businesses, organizations, or institutions rather than individual consumers. Essentially, you’re marketing to entire organizations with multiple stakeholders (often 11+ decision-makers) and significantly higher-value transactions.
- B2B marketing differentiates from B2C because it includes smaller, more specialized markets with longer sales cycles, more complex buying journeys, and relationship-based commerce. While B2C focuses on quick emotional decisions, B2B requires building trust among multiple stakeholders over time.
- Success requires strategic thinking because B2B buyers increasingly conduct their own research (only 17% of time is spent with sales reps). You need quality content that provides value, differentiates from competitors, and nurtures relationships throughout the longer sales cycle.
- B2B marketing content spans five key pillars: brand content (who you are), editorial content (thought leadership), product content (deeper-funnel materials), talent content (employer branding), and performance content (tactical pieces that drive specific KPIs).
Read more → Ultimate Guide to B2B Marketing Strategy