B2B Emphasis

The tools of marketing are available to both Business-to-Business (B2B) and Business-to-Consumer (B2C) organizations, but some tactics tend to be more effective than others in each type of marketing. B2B marketers use more personal selling, in which a sales force builds personal relationships with individuals in decision-making roles to facilitate sales within the organizations they target. Professional conferences and trade shows provide opportunities for meeting and networking with a B2B marketer's target customers. Company websites are a primary way for B2B organizations to share information and promote their offerings. Since they usually target a narrow, specialized silver of the population, B2B marketers have little need for mass advertising. B2B sales tend to be higher-priced, larger-ticket items and marketing tactics often include extensive adjustments in factors such as selling prices, product features, terms of delivery, and so forth.