B2B marketing, standing for "business to business marketing", includes all the marketing practices used in the context of commerce between companies.
B2B marketing is generally based on the same practices as B2C marketing but with the necessary modifications due to the characteristics of BtoB commerce.
The clients/customers are businesses
The cycles of purchases and decisions can be very long
The buyers are sometimes professional buyers
The value of a customer can be very high and can represent a large share of the sales revenue.
Among the characteristics of B2B marketing, the following can be named:
For traditional media, advertising communication is mainly done in professional press
The important role of fairs, shows and industry events
The lead management issue
The role of content marketing (especially on the Internet)
The special management of key accounts
The role of interpersonal business relationships
The project detection
See also on a related subject: Industrial marketing
An interesting slideshow about B2B marketing characteristics :
A slideshow about B2B marketing trends :