B2B
business to businessB2B, business to business, means commerce between companies: the customer is another business, not a consumer. B2B marketing’s particularities follow from this: long buying processes, several decision-makers and decisions that must be justified.
Good to know
B2B buying is teamwork: several roles typically join the decision from user to payer, and each needs their own justification. The buyer does most of the research independently before making contact, so content and search visibility do the selling long before a salesperson.
Though the decision is justified with reason, it is made by a human: risk avoidance, protecting one’s position and trust weigh beside the numbers. That is why awareness and proof work in B2B too, and in an industry perceived as dull, distinctive marketing is exceptionally effective, because nobody else does it.
IN PRACTICE
B2B marketing’s particularities
A long cycle, many decision-makers
Deals mature over weeks to months and need content for different roles. Patience and nurture flows are part of the model.
The lead is an intermediate product
Marketing produces and matures leads, sales closes. The seam needs shared definitions and a fast response.
Small, valuable audiences
The audience can be hundreds of companies, not millions of people. Precision and personal touch beat mass.
PITFALLS
Two B2B mistakes
Marketing to the company, not to people
A company reads no ads; people do. Faceless corporate speak loses to a message that addresses the decision-maker as a human.
Only the purchase-ready are pursued
A fraction of the market buys right now. Whoever focuses only on them is unknown to the majority who buy next year.
FREQUENTLY ASKED
Frequently asked questions
Which channels work in B2B marketing?+
Search channels and LinkedIn are the foundation, and short-form video is gaining ground in B2B too. The best mix depends on where your decision-makers actually spend time.
How is B2B marketing measured?+
In deals rather than leads: pipeline value, deal count and acquisition cost per channel. The long cycle needs leads and their quality as intermediate metrics.
Does social work in B2B?+
It does: decision-makers are people who scroll social too. LinkedIn is the natural platform, but distinctive content works on Instagram and TikTok as well.
What is ABM?+
Account based marketing: marketing aimed at named key companies with tailored messages. It suits when potential customers are few and deals are large.
How much should a B2B company invest in marketing?+
Growth-seeking B2B companies typically spend 5–15 % of revenue. Continuity matters more than the percentage: stop-start marketing always costs the most.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
