What is B2B?

B2B, or business-to-business, refers to transactions, products, or services exchanged between two businesses rather than between a business and individual consumers. Companies operating in the B2B space sell their goods or services to other companies, which may use them for internal operations, production, or resale. B2B businesses often rely on long-term relationships, personalized sales processes, and industry-specific knowledge to serve their clients effectively. Common examples include manufacturers supplying raw materials to other businesses, software companies providing enterprise solutions, and agencies (like us 👋) helping other companies grow their brands.

If your business sells products or services to other businesses instead of everyday customers, you’re in the B2B world. Think of a company that supplies office furniture to businesses, a software provider that helps companies manage payroll, or a wholesaler that sells bulk supplies to restaurants. Unlike selling directly to consumers (B2C), B2B transactions often involve more negotiation, bigger purchases, and ongoing relationships. Instead of convincing an individual to make a quick purchase, B2B companies focus on building trust and proving long-term value to their clients.

If your business serves other businesses, then understanding B2B sales and marketing strategies is essential. Selling to businesses is different from selling to everyday consumers—it typically involves longer sales cycles, higher-order values, and multiple decision-makers. Small B2B businesses need to prioritize relationship-building, credibility, and offering solutions that help their clients succeed. Even if you’re a small operation, investing in networking, professional branding, and tailored marketing efforts can help you stand out in a competitive B2B market. On the other hand, if your business is B2C, you may not need to worry much about B2B strategies unless you’re considering expanding into that space.

• B2B sales are always more complex. While B2B transactions can involve longer sales cycles and more stakeholders, they also often result in more consistent, recurring revenue.
• B2B businesses don’t need marketing. Just because you’re selling to other businesses doesn’t mean marketing isn’t important. B2B companies need strong branding, content marketing, and lead generation strategies to attract and retain clients.
• It’s not necessary to build strong relationships. In B2B, trust and long-term relationships are key. Focusing solely on transactions without nurturing relationships can hurt your business.