Business-to-business (B2B) refers to transactions between businesses, such as those between a manufacturer and wholesaler or a wholesaler and retailer, rather than between a company and individual consumer. B2B companies represent a significant part of the economy, particularly in firms with 500 or more employees, where it is estimated that as many as 72% primarily serve other businesses. The overall volume of B2B transactions is much higher than that of business-to-consumer (B2C) transactions.
One of the main differences between B2B and B2C transactions lies in the nature of the parties involved. B2B transactions occur between businesses, such as a manufacturer and wholesaler, or a wholesaler and a retailer. In contrast, B2C transactions involve a company selling products or services directly to individual consumers.
Another distinction can be found in the decision-making process. B2B transactions often involve a buying committee responsible for product selection and decision-making, which may include business and technical decision-makers, as well as influencers. Large purchases might require a request for proposal (RFP), where prospective vendors submit detailed proposals outlining their products, contractual terms, and pricing. On the other hand, B2C transactions typically involve individual consumers making decisions based on personal preferences and needs.
To create effective B2B marketing strategies, businesses should focus on a combination of tactics.
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