What is business-to-business B2B? Definition, types, and examples

As consumer search shifts, brands need messaging that’s coherent wherever the customer shows up — on social, in search results, or inside an AI summary. Some brands (29.1%) achieve this through a dedicated experimental budget or innovation team. They want to know that you are a real brand, that you have a real point of view, and that everything that they’ve learned from AI is true,” shares Wrede.

• Read the full review to learn more about the best B2B marketing companies, the services they offer and the clients they serve.
• That includes ERP, PIM, CRM, and OMS tools that manage inventory, pricing, customer data, and fulfillment.
• The journey involves multiple touchpoints, from product information research and quote requests to procurement approvals and order tracking.
• While it’s a good practice to build a presence and create customer experiences on multiple channels, don’t feel pressured to be on every channel.

B2C brands also cite success in website/blog/SEO marketing, email marketing, and brand awareness efforts. Organic social media, content marketing, and physical events and trade shows also rank highly for B2B marketers. In third place, however, paid social dethrones organic social media.

In a B2B transaction, one business, often referred to as a vendor, sells products or services to another business. In fact, the B2B market includes companies that sell software for building B2B websites, including tools, templates, databases, methodologies and transaction software. This is especially true in firms with 500 employees and above, of which there were 19,464 in 2015, where it is estimated that as many as 72% are businesses that primarily serve other businesses.

Why SaaS Email Benchmarks Are Different (and Harder)

As briefly mentioned earlier, social media is one of the most popular distribution channels. Naturally, these two users may have similar but not exactly the same needs. The purpose of content marketing is to create content that appeals to your target audience and addresses their pain points.

That is why a B2B ecommerce platform must support flexible workflows, account-specific experiences, and integrations with CRMs like Salesforce. The journey involves multiple touchpoints, from product information b2b email marketing research and quote requests to procurement approvals and order tracking. B2B buyers are typically professionals making large, recurring B2B purchases on behalf of their organizations.

Lifecycle and Marketing Email Benchmarks

Yes, it takes time to create valuable content that nurtures leads down the funnel, but if teams don’t offer anything for visitors who aren’t ready to buy, they may never return to the website. Make sure to create offers for each phase and CTAs for these offers throughout the site. These are questions teams should be able to answer with the right lead generation tools.

BigCommerce is built not only to simplify operations but to accelerate results. These marketplaces simplify B2B purchases by offering wide product selection, competitive pricing, and centralized procurement. From powerful B2B features to flexible integrations and expert support, it is built for the realities of modern B2B.

94% of procurement executives are using AI in sourcing activities. Typically, it involves companies that do not own or sell the products but serve as a platform to connect sellers and buyers online. It consolidates similar transactions from various industries into one platform, offering trading opportunities for both buyers and suppliers. Alternatively, the website can be created for business purposes, where the seller advertises their products to promote and expand transactions.

Definition, examples, trends

But where do you start and what type of content should you create for B2B content marketing? Using content marketing to support each part of the sale funnel helps you close your deal easier. When a sales rep reaches out to these prospects, they already know the client’s budget, needs and timeframe. These sites let visitors get two or more quotes from suppliers and then sell these leads to fully qualified B2B companies. Over time, you’ll create familiarity and trust, and these campaigns will start to generate strong, closeable, inbound leads.

Government procurement, where companies sell goods and services to public agencies, is another significant category. B2B e-commerce is the online sale of products or services between businesses. Xero accounting software gives you the tools to manage it all in one place, so you can spend less time on admin and more time growing your business.

We leverage our expertise in executing outbound strategies to local markets at scale, ensuring precision and delivering outcomes that reach the right decision-makers effectively. Humans and AI work together seamlessly—while the human orchestrates, AI personalizes and executes at scale, ensuring every outreach is both strategic and highly effective. Centric's enterprise AI chatbot is built on Azure OpenAI, trained exclusively on your approved company data, and deployed entirely inside your Microsoft 365 tenant. Foundation is the top social media marketing agency for B2B, helping brands turn LinkedIn into a consistent pipeline channel through content, distribution, and paid strategy.

Your platform should provide visibility into stock levels, manage backorders, and support multiple warehouses or fulfillment models. That means supporting new regions, channels, storefronts, and buyer types — all from a single backend. BigCommerce gives teams access to real-time reporting and integrates with BI tools for deeper analysis. B2B platforms with built-in analytics make it easier to track order patterns, customer behavior, product performance, and sales trends. Platforms like BigCommerce offer rich content tools, dynamic product discovery, and features like shared carts and approval workflows. BigCommerce integrates with leading ERPs like NetSuite and Microsoft Dynamics, making it easier to unify operations and deliver real-time data across teams.

Compare your open rates, CTR, and conversion rates against industry-specific benchmarks. Open rate and CTR benchmarks tend to be more stable and can anchor annual planning. The statistics below document list growth benchmarks, churn rates, and the revenue impact of segmentation strategies at varying levels of complexity.

Platforms like BigCommerce are designed to meet the specific needs of B2B brands and simplify complex business processes across channels. Core features include custom catalogs, quote workflows, flexible payment options like B2B payment terms or credit cards, ERP integration, and support for multi-user accounts. A strong B2B ecommerce solution should support personalized experiences, scalable infrastructure, and deep integrations with your existing systems.

With a focus on B2B marketing in the realm of review acquisition, the team crafts a creative and personal portrayal of the company in its description. The company’s header features a slogan that succinctly communicates its value and mission, immediately conveying its solution’s purpose. For instance, previous LinkedIn events feature videos where viewers can gain insights from top executives such as vice presidents and directors. Toast is open to hiring new talent, as indicated by the inclusion of a link in the company description.