B2B stands for “business-to-business” and refers to companies that sell products or services to other businesses. The customer is an entire company or a division and the dynamics of selling to this unit as opposed to individual customers can be quite different. The company’s account management teams usually interact with individual businesses that form their supply chain. Traditional marketing has its place, but B2B client nurturing occurs through professional meetings and referrals.
For example…
Vegetable farmers utilise a B2B setup. They usually harvest large quantities of fresh produce and sell it by weight value to retailers like green grocers or supermarkets. For a farmer, dealing with the customer might involve discussions with the procurement team of a large supermarket or a supply chain manager of smaller grocery shops.
