B2B Definition and Considerations

B2B is an acronym that stands for Business to Business and refers to a business model where a company’s customers are other businesses. You may wonder how that differs from other business models. I’m here to help explain the basics.

In a B2B model, sales is not a straightforward process of marketing to individual consumers who then make the decision to purchase the product or service. When a business makes a decision to buy it will need to be reviewed to make sure it’s the best choice for the whole company, often requires multiple meetings with the customer, and requires a contract. Clearly the B2B model will require its own type of marketing and sales.

Some key considerations for B2B marketing:

• Marketing that focuses on the logical rather than the emotional

• Understanding the customer’s needs and creating a demonstration that focuses on specific solutions for their business and pain points

• Communicating technical information in a way that is clear and understandable to all

• Providing explicit instructions for the use of the product or service

• Continuing to provide value and excellent service after the sale to build customer loyalty