What we know about business-to-business marketing

Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Business-to-Business (B2B) marketing is much the same as Business-to-Consumer (B2C) marketing – practitioners should aim for broad reach and mental availability, balance long-term brand-building based on a ‘Promise to the Customer’ and short-term activation, use emotion and generate brand fame. Account-based marketing (ABM) is an evolving customer management strategy which can complement broader marketing efforts. The B2B audience is increasingly Millennial and Gen Z. This younger audience, and the COVID-19 pandemic, are opening up new video and audio opportunities for B2B marketing on digital and social channels as well as the importance of e-commerce.


Business-to-Business (B2B) marketing encompasses all aspects...

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