What is B2B marketing?

Definition, examples, trends

B2B marketing, or business-to-business marketing, refers to the process of one business informing another business about a product or service. The goal of B2B marketing is for a seller to communicate with decision-makers at an organization, rather than the end consumer.

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What is B2B marketing?

B2B marketing, or business-to-business marketing, is the process through which a business informs other businesses about a product or service. Instead of advertising to end consumers, B2B marketing involves one business marketing to decision-makers at other organizations through channels that could include online marketing, physical marketing, paid social, search marketing, editorial content, email, video, events, and more.

Why is B2B marketing important?

B2B marketing is important because many businesses need to inform other businesses about products and services that can support their operations and consumers. For example, if your business creates software that manages payroll, you’ll want to market your product to organizations that need help optimizing and streamlining their compensation process.

Virtually every business relies on another product or service in order to operate. If you have a lawn-care business, you rely on lawn-mower manufacturers or fertilizer companies in order to take care of your customers’ lawns. B2B marketing is a large and growing segment of the advertising industry. In 2022, B2B advertising spend in the U.S. amounted to $32 billion, which was an increase from $28.9 billion in 2021, according to Statista.1 This spend is expected to reach around $37.7 billion in 2024.

What is the difference between B2B and B2C marketing?

B2B marketing is often contrasted with B2C marketing, or business-to-consumer marketing. These are two concepts in marketing that serve different audiences and purposes. While B2B marketing is a seller communicating with decision-makers on behalf of an organization, B2C marketing is informing individual end consumers about a product or service.

A company that sells cash registers would use B2B marketing to inform a retail store about their products; the retail store would use B2C marketing to advertise their T-shirts to consumers. Though B2B and B2C marketing serve different audiences and purposes, these two processes can sometimes overlap. Returning to the lawn-care example, the lawn-mower manufacturer may use B2B marketing to sell products to a lawn-care business and B2C marketing to sell lawn mowers to individual homeowners for personal use.

What are some B2B marketing strategies?

Like other types of marketing, successful B2B marketing begins with a thoroughly planned strategy. Today, B2B marketing professionals use a variety of omnichannel tactics to reach their customers. Over the past few years, there has been a rise in online B2B marketing, according to Statista2, and B2B companies have increasingly been using video marketing, brand ambassadors, and mobile marketing as part of B2B strategies.

Beyond traditional marketing campaigns, businesses are harnessing social media, search engine optimization (SEO), podcasts, email marketing, and other digital marketing campaigns to reach their target audience. Here are some important steps to follow when creating a B2B marketing strategy.

1. Define your brand positioning

When crafting a B2B marketing plan, you need to start by understanding the value that your product or services bring to your customers, and how you differentiate your offerings from that of competitors. By determining your brand positioning, you can define your target market or consumer; your product or service category; and the benefit of that product or service.

2. Understand your audience

It is essential for B2B marketers to understand your customers’ business needs and challenges. Know the products or services your customers offer, who their own customers are, how their businesses are structured, and who makes decisions in their business and why.

3. Outline your marketing mix

A marketing mix is often defined using the four P’s of marketing (product, price, place, and promotion) or expanded to seven P’s (adding people, process, and physical evidence). This marketing strategy is used by businesses as a checklist or a set of variables and factors for marketers to consider using to help reach the right customers, maximize profit, improve marketing efficiency, and more.

4. Launch products

Once you’ve found an audience and defined their wants and needs, you can reach them with a new product launch. This is where your go-to-market plan comes in handy as it will outline the steps within this phase of your marketing strategy. Ensuring your plans and strategies are thought out beforehand can help increase the chances of your product launch being a success.

5. Analyze results

Monitor your marketing strategy by keeping a close eye on growth metrics such as reach and sales. In order to measure the success of your strategy, consider the metrics and key performance indicators (KPIs) that will be most relevant to the goals for your brand. Also, SEO can be a huge help in reaching customers who are actively looking for new products and digital content.

Additionally, look at the feedback you received on your products or advertisements, and listen to the notes from both your team and external customers. Pay attention to what worked (or what didn’t work), and update your goals and next steps in your long-term strategy accordingly.

B2B marketing examples

Case Study

Samsung had developed a range of new business TVs with high-quality screens and easy-to-use software dedicated to B2B services, including restaurants, shops, schools, hospitals, and hotels. Samsung worked with Amazon Ads to reach B2B audiences from across these services for their business TV launch in Italy.

Samsung developed a marketing strategy with Amazon Ads to introduce the TVs to new business customers and engage the most interested audiences over a three-month period. The strategy used video ads, Amazon DSP, and ad placements on Amazon Business, which caters to registered and verified B2B customers. To complement this campaign, Samsung also remarketed to engaged audiences with creatives that included links to detailed product pages. Samsung saw a high video completion rate that engaged leaders at the businesses they wanted to reach in relevant industries.


Case Study

When HP was relaunching one of their long-standing laser printers in India, the brand worked with Amazon Ads on a campaign that reached relevant B2B audiences. The brand ran an advertising campaign on Amazon and Amazon Business to reach small and medium-sized businesses (SMBs), as well as micro, small, and medium enterprises.

Leveraging Amazon audience solutions, the brand reached out to SMBs as well as customers who had shown an interest in printers and similar categories. The brand also grew the marketing funnel by re-engaging audiences who had interacted with ads on Amazon Business. The messaging emphasized the innovative ink-tank technology in laser printing along with a self-reloadable toner, eliminating a dependency on a third party to reload. Through this strategy, HP achieved both upper- and lower-funnel objectives. They also saw impressive click-through rate (CTR) and product detail page view rate, along with high impressions and engagement on Amazon Business.

HP laser printer

Case Study

In 2023, an art-supply brand worked with the agency SparkX and Amazon Ads to grow their audience and sales. Through an audience and shopping pattern analysis in Amazon Marketing Cloud (AMC), SparkX found that a significant portion of the brand’s sales came from those who purchased items in bulk, and these customers were usually B2B buyers such as schools and small to medium-sized businesses. SparkX therefore leveraged more Amazon B2B audiences available through the Amazon DSP audience catalog in campaign activations. While this approach led to positive outcomes, SparkX wanted to create more opportunities to further segment the brand’s B2B customers to better increase cost-efficient outreach.

The agency was able to build new audience segments based off total spend across key Amazon standard identification numbers (ASINs) over the past year, as well as other audience attributes considered indicators of high likelihood to consider making a purchase. The agency then rolled out a remarketing campaign with a built-in test, with the new custom audience created in AMC as a test group, and past brand purchasers as well as B2B catalog audiences as control groups. With this strategy, the art-supply brand was able to significantly increase the return on ad spend (ROAS) and engage with more audiences.

Woman Smiling

Major trends in B2B marketing

An early 2023 survey from Statista3 showed that B2B marketers plan on decreasing their spend in traditional B2B marketing, while digital marketing was projected to increase by nearly 8.77%. Marketers at B2B businesses have also indicated an interest4 in exploring using more video, and brand ambassador marketing. As B2B marketing continues to grow, leaders are exploring more innovative ways to reach their audiences. Recently, brands have begun to experiment with more creative and engaging ways to connect with their customers.

1 B2B advertising and marketing in the United States - statistics & facts",, August 21, 2023
2 New marketing tactics and channels planned to be explored according to B2B companies in the United States in 2023",, August 29, 2023
3 U.S. B2B businesses - change in digital vs. traditional marketing 2023",, June 26, 2023
4 New marketing tactics and channels planned to be explored according to B2B companies in the United States in 2023",, August 29, 2023