Published: 01.28.2022



Business-to-business, or B2B marketing refers to any marketing efforts focused on a business or organization versus a consumer. The goals and motivation behind marketing to a business are very different from marketing to a consumer. B2B marketing is often more focused on improving a company’s return on investment (ROI) whereas marketing to a consumer might be more action-oriented, such as promoting a sale on handbags at a department store.