B2B refers to the relationship between one or more companies, be it goods or services. B2B marketing is not aimed at the end customer (B2C), but at companies and entrepreneurs. Thus, the abbreviation means "Business to Business". Advertising measures are tailored to this particular customer and take into account the specifics that the company has to deal with. B2B advertising measures should clearly address these specifics.

Successful B2B marketing:

Instead of simple products that are mostly self-explanatory and aim at quick conclusions, as is common in the end customer area, b2b marketing consulting proposes offerings that can also be very complex and require explanation but are tailored to the customer's needs.

How to Develop a B2B Marketing Strategy - Salesforce UK Blog

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Successful B2B marketing steps are based on an excellent advertiser website that combines all channels of communication, use of social media, and email marketing. The latter is mainly used for in-memory storage. Content marketing, from blogs to videos, is also becoming increasingly important.

Special features in B2B marketing:

In particular, the generation of potential customers and thus customer acquisition has become important in B2B marketing in recent years. In this way, marketing is increasingly taking on sales-related tasks because marketing picks up potential customers when they are actually ready for business. 

From a B2B marketing point of view, it's aimed at people buyers. These are representatives of typical decision-makers in the company who present their expectations and needs for the product or service and provide deeper insight into the decision-making process. B2B is also about people.

By definition, B2B marketing refers to trading with other companies, and B2C marketing is about retail customers. Therefore, the goals of these two types of marketing are very different: limited in number but specialized in business-to-business, much broader but less experienced in business-to-consumer.