Business-to-Business (B2B) marketing is shifting to data-led personalisation and customer-centricity in much the same way as Business-to-Consumer (B2C) marketing. Key differences hinge on the size of the markets and an emphasis on intimate business relationships and networking. The complexity of the wider B2B sector means that it is important for marketers to take a human-centric approach to marketing, drawing on emotion, as purchase decisions are increasingly made based on personal value.


Business-to-Business (B2B) marketing encompasses all aspects of the marketing and communications practices of businesses that sell goods or services to another business. This is in contrast to a business selling to individual consumers, known as Business-to-Consumer (B2C). Typical B2B sectors include IT, professional services and logistics.

Account-based marketing (ABM) is a growing area of B2B marketing. It's a form of strategic business marketing whereby a company takes an individual (business) prospect or account, and treats it like its very own market, in its own right.

Key insights

1. Post-purchase customer experience deserves greater focus in B2B marketing