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B2B

Business-to-Business - companies selling products or services to other businesses.

Definition

B2B (Business-to-Business) marketing targets other companies rather than individual consumers.

B2B Marketing Characteristics

  • Longer sales cycles
  • Multiple decision makers
  • Higher contract values
  • LinkedIn is primary platform

Key Metrics

  • Lead quality over quantity
  • CAC
  • LTV

Why It Matters

B2B (business-to-business) advertising targets decision-makers at companies rather than individual consumers. The sales cycles are longer, the average deal values are higher, and the targeting needs to be more precise. Understanding B2B advertising strategies helps you reach the right people at the right companies with messaging that drives pipeline and revenue.

Examples

  • •A LinkedIn ad campaign targeting CMOs at SaaS companies with 50-500 employees
  • •A Google Ads campaign bidding on "enterprise CRM software" to capture high-intent searches
  • •A retargeting campaign showing case studies to website visitors who viewed the pricing page

Common Mistakes

  • ✕Using B2C tactics like broad targeting and impulse-driven messaging for B2B products
  • ✕Focusing only on lead volume instead of lead quality and pipeline contribution
  • ✕Neglecting the full buying committee — targeting only one job title when multiple stakeholders are involved
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