What does B2B marketing refer to?

B2B marketing, or business-to-business marketing, specifically refers to transactions and relationships between businesses. This form of marketing focuses on promoting products or services that one business offers to another rather than to individual consumers. Companies engage in B2B marketing when they sell products intended for use in the production of their own goods, services, or for resale to other businesses.

In contrast, marketing that targets consumers directly is relevant to Business-to-Consumer (B2C) marketing, which is not what B2B entails. Furthermore, while brand awareness can be important in B2B contexts, it is not the defining characteristic of this type of marketing; rather, it is more focused on the immediate transaction and the long-term relationships that build between businesses. Lastly, marketing strategies aimed at enhancing product designs may be an important aspect of overall marketing efforts, but this does not encapsulate the full scope of what B2B marketing involves. Thus, the defining feature of B2B marketing is indeed the interactions and transactions that take place directly between businesses.