B2B
What is B2B?
B2B (business-to-business) describes trade between companies rather than with individual consumers: raw materials sold to a manufacturer, software licensed to a firm, consultancy delivered to another business. B2B buying involves several people, longer decision cycles and specific commercial terms, which is why B2B marketing is built around evidence and relationships rather than impulse.
How it differs from selling to consumers
- Several people decide. The person searching is rarely the one who signs. Between them stand a technical specialist, someone from finance and a manager.
- The decision is slow. Weeks or months pass between the first enquiry and the contract.
- The price is negotiated. Volume discounts, deferred payment, prices per customer.
- The relationship is long. One customer orders for years, so the repeat sale matters more than the first.
Example
A packaging manufacturer sells to food companies. Searches for wholesale food packaging are few next to consumer products, but each enquiry may be an order worth tens of thousands of euros. For such a firm, 10 qualified enquiries a month is a good result, and a site that brings them pays for itself with one order.
The food technologist who found the site forwards the link to the manager. The manager wants to see certificates, minimum quantities, lead times and references. If they are not on the site, the enquiry stops there.
Why it matters for a business
A B2B site is written for the few people who make the purchase decision, not for the crowd. Each of them looks for a different proof: technical specifications, price and terms, customers who already work with you. Advertising is targeted by job title and industry, and success is measured in qualified enquiries and contracts, not clicks. With regular customers a B2B portal (a login with customer prices and order history) saves work on both sides.
What to ask
- Who takes part in the decision at our customers, and what does each of them look for on the site?
- Does the site show certificates, lead times, minimum quantities and references?
- How long is the road from first enquiry to contract, and do we measure it?
- Do we count the result of advertising in qualified enquiries or in clicks?
For a B2B firm, the site, search and advertising are built for the few people who decide, not for the crowd. That is how we arrange them in our digital marketing work.