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Marketing that is aimed directly at the relevant decision-makers in companies and can therefore differ greatly in its structure and strategy from B2C marketing is referred to as B2B marketing.

In B2B marketing, it can be beneficial to argue in a fact-based and less emotional manner, as it is assumed that the addressees have the appropriate expertise.

While companies in the B2C area try to get as many potential customers as possible excited about certain products or services, the mutual approach between companies is much more differentiated, because here competent partners meet at eye level to support each other in their areas of expertise.

Accordingly, content marketing is often used as an essential marketing tool in B2B.

In B2B marketing, it is advantageous to present expertise to potential customers through an online blog or magazine in order to gain their trust.