Business to Business Marketing

Business-to-business marketing (or B2B marketing, as it is commonly known)

involves the sale of one companys product or service to another company.

B2B marketing techniques rely on the same basic principles as consumer marketing, but are
executed in a unique way. While consumers choose products based not only on price but on
popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit
potential alone.
Finding new ways to foster relationships through social media is currently a hot topic in the B2B
marketing world. Social media platforms have opened up two way conversations between
businesses. A survey organized by Chadwick Martin Bailey and iModerate, showed that
businesses are more likely to buy from companies they track through social media.
Table 4.2 Business-to-Consumer Markets versus Business-to-Business Markets: How They
Compare
Consumer Market
Many customers, geographically
dispersed
Smaller total dollar amounts due to
fewer transactions
Shorter decision cycles
More reliance on mass marketing via
advertising, Web sites, and retailing
Less-rigid product standards

Business Market
Fewer customers, often geographically concentrated, with
a small number accounting for most of the companys
sales
Larger dollar amounts due to more transactions
Longer decision cycles
More reliance on personal selling
More-rigid product standards