B2B (or Business-to-Business) sells products or services from one company to another. An example of this relationship could be a business between a manufacturer and a customer or a seller and a merchant. Many companies fall into the B2B as well as the B2C segment.


Closely related to the term B2B is B2B marketing, which focuses on the needs and challenges of individuals shopping on behalf of their organization. The organization thus becomes a customer at the same time. The difference between the B2B and B2C segments is also in the selection of products and services. When purchasing, end customers consider the price and the product’s design or popularity. In B2B, buyers mainly look at three factors – quality, price, and profit. The resulting form of B2B marketing depends on the specific business audience.

Therefore, it is not possible to determine which channels and strategies are the most effective in this segment. However, the most popular solutions include e-mail marketing (newsletter), digital marketing (SEO and PPC), marketing on social networks (Facebook, Instagram, LinkedIn), and content marketing (blog articles, e-books, videos, webinars, podcasts).