B2B Marketing Basics

<!DOCTYPE html> <html lang="en"> <head> <meta http-equiv="content-type" content="text/html; charset=UTF-8"/> <meta http-equiv="X-UA-Compatible" content="IE=11; IE=10; IE=9; IE=8; IE=7; IE=EDGE"/> <script type="text/javascript" src="https://static.cloud.coveo.com/coveo.analytics.js/2/coveoua.js"></script> <script> coveoua("init", "xx24e65ef6-c6f0-4a55-b6b9-e7fd84967788"); coveoua("send", "view", { contentIdKey: "@clickableuri", contentIdValue: window.location.href }); </script> <link rel="icon" type="image/x-icon" href="https://www.salesforce.com/etc/designs/sfdc-www/en_ie/favicon.ico"/> <link rel="shortcut icon" type="image/x-icon" href="https://www.salesforce.com/etc/designs/sfdc-www/en_ie/favicon.ico"/> <link rel="preconnect" href="//www.salesforce.com"/> <link rel="preconnect" href="https://a.sfdcstatic.com"/> <link rel="preconnect" href="https://api.company-target.com"/> <link rel="preconnect" href="https://fonts.googleapis.com"/> <link rel="preconnect" href="https://service.force.com"/> <link rel="preconnect" href="https://geolocation.onetrust.com"/> <link rel="preconnect" href="https://cdn.krxd.net"/> <link rel="preconnect" href="https://www.googletagmanager.com"/> <link rel="preconnect" href="https://org62.my.salesforce.com"/> <link rel="preconnect" href="https://www.google-analytics.com"/> <link rel="preconnect" href="https://dpm.demdex.net"/> <link rel="preconnect" href="https://cdn.evgnet.com"/> <link rel="preconnect" href="https://salesforce.us-1.evergage.com"/> <script type="text/javascript" id="akamaiRootBlock"> window['akamaiRoot'] = '//www.salesforce.com'; </script> <title>B2B Marketing Basics - Salesforce</title> <link rel="preload" as="font" href="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/fonts/SalesforceSans-Regular.woff2" type="font/woff2" crossorigin="anonymous"/> <link rel="preload" as="font" href="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/fonts/SalesforceSans-Bold.woff2" type="font/woff2" crossorigin="anonymous"/> <link rel="preload" as="font" href="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/fonts/SalesforceSans-Light.woff2" type="font/woff2" crossorigin="anonymous"/> <link rel="preload" as="font" href="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/fonts/salesforce-icons.woff2" type="font/woff2" crossorigin="anonymous"/> <meta http-equiv="Content-Language" content="en_eu"/> <meta content="width=device-width, initial-scale=1.0" name="viewport"/> <meta name="keywords" content="Marketing,Resource,Marketing Cloud,Article,B2B Marketing Automation,Customer Engagement"/> <meta name="description" content="Business to business marketing is ever-evolving. Learn more about what B2B marketing is, as well as how AI, social media, and other tactics make an impact."/> <meta property="og:title" content="B2B Marketing Basics"/> <meta property="og:description" content="Business to business marketing is ever-evolving. Learn more about what B2B marketing is, as well as how AI, social media, and other tactics make an impact."/> <meta property="og:image" content="https://www.salesforce.com/content/dam/web/en_ie/www/images/resources/what-is-b2b-marketing.jpg"/> <meta property="og:site_name" content="Salesforce"/> <meta property="og:url" content="https://www.salesforce.com/eu/learning-centre/marketing/what-is-b2b-marketing/"/> <meta property="og:type" content="website"/> <meta property="og:locale" content="en_eu"/> <meta property="fb:admins"/> <meta property="fb:app_id" content="306268162739269"/> <link rel="canonical" href="https://www.salesforce.com/eu/learning-centre/marketing/what-is-b2b-marketing/"/> <meta property="twitter:domain" content="www.salesforce.com"/> <meta property="twitter:card" content="summary"/> <meta property="twitter:url" content="https://www.salesforce.com/eu/learning-centre/marketing/what-is-b2b-marketing/"/> <meta property="twitter:site" content="@salesforce"/> <link rel="preload" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/all.bundle.faeb3f361bacd3db31b1.css" as="style"/> <link rel="preload" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/vendors~scriptloader.bundle.914d89992c829da7cb32.js" as="script"/><link rel="preload" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/scriptloader.bundle.914d89992c829da7cb32.js" as="script"/><link rel="preload" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/vendors~utils~webpack-script-manifest-SfdcWwwBaseCnc-js~webpack-script-manifest-commonlyUsed-js~webp~72b17f21.bundle.914d89992c829da7cb32.js" as="script"/><link rel="preload" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/vendors~utils~webpack-script-manifest-SfdcWwwBaseCnc-js~webpack-script-manifest-commonlyUsed-js~webp~8dbeef75.bundle.914d89992c829da7cb32.js" as="script"/><link rel="preload" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/utils.bundle.914d89992c829da7cb32.js" as="script"/> <script type="application/ld+json"> {"@context":"https://schema.org","@type":"WebSite","name":"Salesforce","url":"https://www.salesforce.com","keywords":[{"@type":"DefinedTerm","name":"Marketing (Department)","termCode":"5cc3cbb0-e35a-434d-b2e5-08b1dbbd255f","additionalType":"Role"},{"@type":"DefinedTerm","name":"Resource","termCode":"cb3bd8e2-f608-4fe4-83bc-f3d9757d2d88","additionalType":"Page Type"},{"@type":"DefinedTerm","name":"Marketing Cloud","termCode":"94de41a5-93d3-4dd1-be94-e331cfa94889","additionalType":"Products"},{"@type":"DefinedTerm","name":"Articles","termCode":"3586420b-f016-4c75-ad1d-49b69b59e849","additionalType":"Content Type"},{"@type":"DefinedTerm","name":"B2B Marketing Automation","termCode":"91a0c464-ad14-4e48-9bdb-acda55c90ef4","additionalType":"Topics"},{"@type":"DefinedTerm","name":"Customer Engagement","termCode":"c4fe47d3-c78b-466f-bc96-4065d9e73764","additionalType":"Topics"}]} </script> <script src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/sfdc_jquery.min.js"></script>  <link rel="preconnect" href="https://cdn.optimizely.com"/>  <link rel="preconnect" href="https://a10681260716.cdn.optimizely.com"/> <script src="https://a.sfdcstatic.com/digital/one-trust/core/stable/scripttemplates/otSDKStub.js" type="text/javascript" charset="UTF-8" data-domain-script="8e783e8c-0ad0-475d-8fca-4a03afa0a02a" crossorigin></script> <script>  function OptanonWrapper() { function getCookie(name) { var value = "; " + document.cookie; var parts = value.split("; " + name + "="); if (parts.length == 2) { return parts.pop().split(";").shift(); } } function removeElement(element) { if (!getCookie('OptanonAlertBoxClosed') && element) { element.style.display = "none"; } }  var footerLinkToggle = document.querySelector(".page-footer_link .optanon-toggle-display"); if (footerLinkToggle) { footerLinkToggle.addEventListener("click", Optanon.ToggleInfoDisplay, false); footerLinkToggle.addEventListener("keydown", function(e){ if (e.keyCode === 13) { Optanon.ToggleInfoDisplay() } }, false); } //Check if user's cookies are enabled, if not remove One Trust from page var cookies = ("cookie" in document && (document.cookie.length > 0 || (document.cookie = "test").indexOf.call(document.cookie, "test") > -1)); if (!cookies) { var box = document.querySelector('#onetrust-consent-sdk'); box.remove(); return; } try { //Check if current page is Privacy page, if so do not display One Trust modal if(digitalData) { if(digitalData.page.pagename.indexOf(":company:privacy") > -1){ var el = document.querySelector("#onetrust-consent-sdk"); removeElement(el); } }  if (SfdcWwwBase.gdpr) { SfdcWwwBase.gdpr.init(); } }catch(err){ console.error(err.message) } } </script> <script src="//www.salesforce.com/etc/clientlibs/granite/lodash/modern.min.js"></script> <script src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_analytics_top.min.js"></script>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer', (function(){ var gtmContainerID = "GTM-WRXS6TH"; var searchString = window.location.search || ""; if (searchString.indexOf("gtmTest=") > -1) { if (searchString.indexOf("gtmTest=baseline") > -1) { gtmContainerID = "GTM-NRZ2K87"; } else if (searchString.indexOf("gtmTest=test") > -1) { gtmContainerID = "GTM-5P8WRDB"; } } return gtmContainerID; })());</script>     <link rel="stylesheet" href="//www.salesforce.com/etc.bundles/sfdc-www/bundles/all.bundle.faeb3f361bacd3db31b1.css" type="text/css"/> <script type="text/javascript"> var SfdcWwwBase = SfdcWwwBase || {}; SfdcWwwBase.linkedDataParameters = { organizationSchema : "[\n {\n \x22@context\x22:\x22http:\/\/schema.org\x22,\n \x22@type\x22:\x22Organization\x22,\n \x22@id\x22:\x22https:\/\/www.salesforce.com\/eu\/#organization\x22,\n \x22url\x22:\x22https:\/\/www.salesforce.com\/eu\/\x22,\n \x22name\x22:\x22Salesforce\x22,\n \x22logo\x22:{\n \x22@type\x22:\x22ImageObject\x22,\n \x22@id\x22:\x22https:\/\/www.salesforce.com\/#logo\x22,\n \x22url\x22:\x22https:\/\/www.sfdcstatic.com\/common\/assets\/img\/logo\u002Dcompany\u002Dlarge.png\x22,\n \x22width\x22:\x2299px\x22,\n \x22height\x22:\x2263px\x22\n },\n \x22address\x22:{\n \x22@type\x22:\x22PostalAddress\x22,\n \x22streetAddress\x22:\x22Salesforce Tower Dublin, North Dock, Dublin\x22,\n \x22addressLocality\x22:\x22North Dock\x22,\n \x22addressRegion\x22:\x22Dublin 1\x22,\n \x22postalCode\x22:\x22D01 W2Y3\x22,\n \x22addressCountry\x22:\x22Ireland\x22\n },\n \x22contactPoint\x22:[\n {\n \x22@type\x22:\x22ContactPoint\x22,\n \x22telephone\x22:\x2200 800 7253 3333\x22,\n \x22contactOption\x22:\x22Freephone\x22,\n \x22contactType\x22:\x22Sales\x22,\n \x22availableLanguage\x22:{\n \x22@type\x22:\x22Language\x22,\n \x22name\x22:\x22English\x22\n },\n \x22areaServed\x22:\x22EU\x22\n }\n ],\n \x22parentOrganization\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/#organization\x22\n }\n },\n {\n \x22@context\x22:\x22http:\/\/schema.org\x22,\n \x22@type\x22:\x22Organization\x22,\n \x22@id\x22:\x22https:\/\/www.salesforce.com\/#organization\x22,\n \x22url\x22:\x22https:\/\/www.salesforce.com\/\x22,\n \x22name\x22:\x22Salesforce\x22,\n \x22founders\x22:[\n {\n \x22@type\x22:\x22Person\x22,\n \x22name\x22:\x22Marc Benioff\x22\n },\n {\n \x22@type\x22:\x22Person\x22,\n \x22name\x22:\x22Parker Harris\x22\n }\n ]\n }, \n {\n \x22@context\x22:\x22http:\/\/schema.org\x22,\n \x22@type\x22:\x22WebSite\x22,\n \x22name\x22:\x22Salesforce\x22,\n \x22@id\x22:\x22https:\/\/www.salesforce.com\/eu\/#website\x22,\n \x22url\x22:\x22https:\/\/www.salesforce.com\/eu\/\x22,\n \x22publisher\x22:{\n \x22@id\x22:\x22https:\/\/www.salesforce.com\/eu\/#organization\x22\n },\n \x22potentialAction\x22:{\n \x22@type\x22:\x22SearchAction\x22,\n \x22target\x22:\x22https:\/\/www.salesforce.com\/eu\/search\/#q={term}\x26sort=relevancy\x22,\n \x22query\u002Dinput\x22:\x22required name=term\x22\n } \n }\n ]", uninheritableSchema : "[ \n {\n \x22@type\x22: [\x22WebPage\x22, \x22FAQPage\x22],\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#webpage\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/\x22,\n \x22name\x22: \x22B2B Marketing Basics\x22,\n \x22isPartOf\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/#website\x22\n },\n \x22primaryImageOfPage\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#primaryimage\x22\n },\n \x22description\x22: \x22Business to business marketing is ever\u002Devolving. What B2B marketing is? How AI, social media, and other tactics make an impact.\x22,\n \x22breadcrumb\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#breadcrumb\x22\n },\n \x22potentialAction\x22: {\n \x22@type\x22: \x22ReadAction\x22,\n \x22target\x22: [\x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/\x22]\n },\n\t\x22mainEntity\x22: [\n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D1\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D1\x22,\n \x22name\x22: \x22What is B2B marketing?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22B2B marketing is the marketing of products and services targeted specifically at corporate customers, as opposed to retail consumers (B2C).\x22\n }\n }, \n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D2\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D2\x22,\n \x22name\x22: \x22How does B2B marketing differ from B2C?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22The main differences between B2B and B2C are: fewer potential buyers, longer\u002Dterm relationships, higher purchase values and more rational purchase decision\u002Dmaking.\x22\n }\n }, \n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D3\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D3\x22,\n \x22name\x22: \x22What are the common characteristics of B2B companies?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22Common B2B company characteristics include longer, more complex purchase cycles and smaller, but more profitable customer bases.\x22\n }\n }, \n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D4\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D4\x22,\n \x22name\x22: \x22What are some examples of major B2B markets?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22Examples of major B2B markets include manufacturing, import and export, specialist consultancy, corporate law and professional services.\x22\n }\n }, \n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D5\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D5\x22,\n \x22name\x22: \x22What are the latest trends in B2B marketing?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22The latest trends in B2B marketing include AI\u002Ddriven CRM, and using augmented and virtual reality to showcase new offerings.\x22\n }\n }, \n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D6\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D6\x22,\n \x22name\x22: \x22What is a b2b marketing strategy?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22A B2B marketing strategy is one that is directed towards promoting a business\x26apos;s products or services to other businesses, rather than selling to individual end consumers. A typical B2B strategy will focus on building a smaller but more specialised buyer base and nurturing long\u002Dterm, dedicated relationships with key accounts.\x22\n }\n }, \n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D7\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D7\x22,\n \x22name\x22: \x22What does a b2b marketer do?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22A B2B marketer creates carefully tailored marketing content that is relevant to often already well\u002Dinformed business\u002Dto\u002Dbusiness buyers with a specific set of needs. The role may also extend to consolidating customer loyalty via post\u002Dsale support strategies such as webinars, product updates, newsletters and client\u002Dspecific offers.\x22\n }\n },\n {\n \x22@type\x22: \x22Question\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D8\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#faq\u002D8\x22,\n \x22name\x22: \x22What is an example of b2b marketing?\x22,\n \x22acceptedAnswer\x22: {\n \x22@type\x22: \x22Answer\x22,\n \x22text\x22: \x22An example of B2B marketing is the automotive industry, in which most vehicle components are manufactured by specialist suppliers. Original equipment manufacturers (OEMs) leverage B2B to sell parts and accessories to car makers. Other B2B markets include property management, social media marketing, import and export, and corporate law.\x22\n }\n }\n ]\n }, \n {\n \x22@type\x22: \x22ImageObject\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#primaryimage\x22,\n \x22url\x22: \x22https:\/\/c1.sfdcstatic.com\/content\/dam\/web\/en_is\/www\/images\/learning\u002Dcentre\/generic\/seo\u002Dgeneric\u002Daem\u002Ddesktop\u002D2000px.jpg\x22,\n \x22width\x22: 2000,\n \x22height\x22: 300,\n \x22caption\x22: \x22B2B Marketing Basics\x22\n }, \n {\n \x22@type\x22: \x22BreadcrumbList\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#breadcrumb\x22,\n \x22itemListElement\x22: [{\n \x22@type\x22: \x22ListItem\x22,\n \x22position\x22: 1,\n \x22item\x22: {\n \x22@type\x22: \x22WebPage\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/\x22,\n \x22name\x22: \x22EMEA\x22\n }\n }, \n {\n \x22@type\x22: \x22ListItem\x22,\n \x22position\x22: 2,\n \x22item\x22: {\n \x22@type\x22: \x22WebPage\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/\x22,\n \x22name\x22: \x22Learning Centre\x22\n }\n },\n {\n \x22@type\x22: \x22ListItem\x22,\n \x22position\x22: 3,\n \x22item\x22: {\n \x22@type\x22: \x22WebPage\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/sales\/\x22,\n \x22url\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/sales\/\x22,\n \x22name\x22: \x22Marketing\x22\n }\n }]\n }, \n {\n \x22@type\x22: \x22Article\x22,\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#article\x22,\n \x22isPartOf\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#webpage\x22\n },\n \x22author\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/#organization\x22\n },\n \x22headline\x22: \x22B2B Marketing Basics\x22,\n \x22datePublished\x22: \x222020\u002D12\u002D03T04:17:47+00:00\x22,\n \x22dateModified\x22: \x222021\u002D02\u002D08T05:33:30+00:00\x22,\n \x22mainEntityOfPage\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#webpage\x22\n },\n \x22publisher\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/#organization\x22\n },\n \x22image\x22: {\n \x22@id\x22: \x22https:\/\/www.salesforce.com\/eu\/learning\u002Dcentre\/marketing\/what\u002Dis\u002Db2b\u002Dmarketing\/#primaryimage\x22\n },\n \x22articleSection\x22: \x22Marketing\x22,\n \x22inLanguage\x22: \x22en\u002DIE\x22\n }\n]" }; </script> <meta class="hidden" data-load-libs="linkedData"/> <div> </div> <span class="optScriptUrl" data-src="https://cdn.optimizely.com/js/11806610994.js"></span> <script> SfdcWwwBase = SfdcWwwBase || []; SfdcWwwBase.gdpr = SfdcWwwBase.gdpr || []; $.when(SfdcWwwBase.gdpr.hasAdvertising).done(function(){ if (SfdcWwwBase.gdpr.isAdvertisingActive()) { window.optimizely = window.optimizely || []; window.optimizely.push({ type : 'holdEvents'}); window.addEventListener('load', function() { window.optimizely.push({ type : 'sendEvents'}); }); var scriptSrc = document.querySelector('.optScriptUrl').dataset.src; var scriptDefer = document.querySelector('.optScriptUrl').dataset.defer || false; var script = document.createElement('script'); script.setAttribute('src', scriptSrc); if (scriptDefer) { script.setAttribute('defer', true); } document.head.appendChild(script); } }); </script> <meta name="dynamic-load-optimizely" data-load-libs-asap="optimizely"/> <script src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_www_tags.min.js"></script> <script type="module"> import { getTbidUserInfo, getGacId, isGdprFunctional, isGdprAdvertising } from 'https://a.sfdcstatic.com/digital/@sfdc-www/clientlibs-web-components/v1-stable/identity.js'; window.getTbidUserInfo = await getTbidUserInfo; window.getGacId = await getGacId; window.isGdprFunctional = await isGdprFunctional; window.isGdprAdvertising = await isGdprAdvertising; </script>  <script>(window.BOOMR_mq=window.BOOMR_mq||[]).push(["addVar",{"rua.upush":"false","rua.cpush":"false","rua.upre":"false","rua.cpre":"false","rua.uprl":"false","rua.cprl":"false","rua.cprf":"false","rua.trans":"","rua.cook":"false","rua.ims":"false","rua.ufprl":"false","rua.cfprl":"false","rua.isuxp":"false","rua.texp":"norulematch","rua.ceh":"false","rua.ueh":"false","rua.ieh.st":"0"}]);</script> <script>!function(e){var n="https://s.go-mpulse.net/boomerang/";if("False"=="True")e.BOOMR_config=e.BOOMR_config||{},e.BOOMR_config.PageParams=e.BOOMR_config.PageParams||{},e.BOOMR_config.PageParams.pci=!0,n="https://s2.go-mpulse.net/boomerang/";if(window.BOOMR_API_key="NCPYV-VGJPP-N4J93-8HN3B-8B6S3",function(){function e(){if(!o){var e=document.createElement("script");e.id="boomr-scr-as",e.src=window.BOOMR.url,e.async=!0,i.parentNode.appendChild(e),o=!0}}function t(e){o=!0;var n,t,a,r,d=document,O=window;if(window.BOOMR.snippetMethod=e?"if":"i",t=function(e,n){var t=d.createElement("script");t.id=n||"boomr-if-as",t.src=window.BOOMR.url,BOOMR_lstart=(new Date).getTime(),e=e||d.body,e.appendChild(t)},!window.addEventListener&&window.attachEvent&&navigator.userAgent.match(/MSIE [67]\./))return window.BOOMR.snippetMethod="s",void t(i.parentNode,"boomr-async");a=document.createElement("IFRAME"),a.src="about:blank",a.title="",a.role="presentation",a.loading="eager",r=(a.frameElement||a).style,r.width=0,r.height=0,r.border=0,r.display="none",i.parentNode.appendChild(a);try{O=a.contentWindow,d=O.document.open()}catch(_){n=document.domain,a.src="javascript:var d=document.open();d.domain='"+n+"';void(0);",O=a.contentWindow,d=O.document.open()}if(n)d._boomrl=function(){this.domain=n,t()},d.write("<bo"+"dy onload='document._boomrl();'>");else if(O._boomrl=function(){t()},O.addEventListener)O.addEventListener("load",O._boomrl,!1);else if(O.attachEvent)O.attachEvent("onload",O._boomrl);d.close()}function a(e){window.BOOMR_onload=e&&e.timeStamp||(new Date).getTime()}if(!window.BOOMR||!window.BOOMR.version&&!window.BOOMR.snippetExecuted){window.BOOMR=window.BOOMR||{},window.BOOMR.snippetStart=(new Date).getTime(),window.BOOMR.snippetExecuted=!0,window.BOOMR.snippetVersion=12,window.BOOMR.url=n+"NCPYV-VGJPP-N4J93-8HN3B-8B6S3";var i=document.currentScript||document.getElementsByTagName("script")[0],o=!1,r=document.createElement("link");if(r.relList&&"function"==typeof r.relList.supports&&r.relList.supports("preload")&&"as"in r)window.BOOMR.snippetMethod="p",r.href=window.BOOMR.url,r.rel="preload",r.as="script",r.addEventListener("load",e),r.addEventListener("error",function(){t(!0)}),setTimeout(function(){if(!o)t(!0)},3e3),BOOMR_lstart=(new Date).getTime(),i.parentNode.appendChild(r);else t(!1);if(window.addEventListener)window.addEventListener("load",a,!1);else if(window.attachEvent)window.attachEvent("onload",a)}}(),"".length>0)if(e&&"performance"in e&&e.performance&&"function"==typeof e.performance.setResourceTimingBufferSize)e.performance.setResourceTimingBufferSize();!function(){if(BOOMR=e.BOOMR||{},BOOMR.plugins=BOOMR.plugins||{},!BOOMR.plugins.AK){var n=""=="true"?1:0,t="",a="bdpnbeqxgqubuz2bjtnq-f-03f5ab3ec-clientnsv4-s.akamaihd.net",i="false"=="true"?2:1,o={"ak.v":"39","ak.cp":"1073024","ak.ai":parseInt("638429",10),"ak.ol":"0","ak.cr":0,"ak.ipv":4,"ak.proto":"http/1.1","ak.rid":"2cca205","ak.r":41723,"ak.a2":n,"ak.m":"dsca","ak.n":"essl","ak.bpcip":"8.222.208.0","ak.cport":48954,"ak.gh":"23.52.40.36","ak.quicv":"","ak.tlsv":"tls1.2","ak.0rtt":"","ak.0rtt.ed":"","ak.csrc":"-","ak.acc":"bbr","ak.t":"1732332763","ak.ak":"hOBiQwZUYzCg5VSAfCLimQ==/GFvWXaZh3X5s4l9Lso6YPdx0xCopT6eJ9miypnfjWljs024z6X1ZTxY9Q+6JSdks2gFyMIQTdy7ejcbQKdHDUESftBtJte8uGZ/uItO94jXutVKye4mXLYrtUeXR7Kxpihx/+pChRjZNXzXqoI6vWtGZJm5u3nVonncxvzGhlcorH0sxq4Df8/20Y/mv4FwavOmfZy2OtzVvi2A8ubIs22G9+XlC7cK7Fj9mTwdfOEcrFN8hl9q4UAK/z7RTUoEYdAurJ/V4Ts46uort+vIbOxs7GwYpNjr8Qw+jTtYCjx+M1A8VioZthEOLG7csQGtRP9ZpTs4yBwFsHMNTIjMKUK0RyuN7J8iVs0OR07J+6ewczr3sVcDDd2LqDq1U2PjNHQRWJmY6AEjW0KnSOi8ITXfQPm2LVhUSMhLwvLgkAE=","ak.pv":"639","ak.dpoabenc":"","ak.tf":i};if(""!==t)o["ak.ruds"]=t;var r={i:!1,av:function(n){var t="http.initiator";if(n&&(!n[t]||"spa_hard"===n[t]))o["ak.feo"]=void 0!==e.aFeoApplied?1:0,BOOMR.addVar(o)},rv:function(){var e=["ak.bpcip","ak.cport","ak.cr","ak.csrc","ak.gh","ak.ipv","ak.m","ak.n","ak.ol","ak.proto","ak.quicv","ak.tlsv","ak.0rtt","ak.0rtt.ed","ak.r","ak.acc","ak.t","ak.tf"];BOOMR.removeVar(e)}};BOOMR.plugins.AK={akVars:o,akDNSPreFetchDomain:a,init:function(){if(!r.i){var e=BOOMR.subscribe;e("before_beacon",r.av,null,null),e("onbeacon",r.rv,null,null),r.i=!0}return this},is_complete:function(){return!0}}}}()}(window);</script></head> <body class=" cxt-has-fixed-nav">   <noscript> <iframe src="https://www.googletagmanager.com/ns.html?id=GTM-WRXS6TH" title="Intentionally Blank" aria-hidden="true" height="0" width="0" style="display:none;visibility:hidden"></iframe> </noscript>  <div aria-hidden="true"><script src="//www.salesforce.com/etc.clientlibs/foundation/clientlibs/shared.min.js"></script> <script src="//www.salesforce.com/etc.clientlibs/cq/personalization/clientlib/underscore.min.js"></script> <script src="//www.salesforce.com/etc.clientlibs/cq/personalization/clientlib/personalization/kernel.min.js"></script> <style> .content-container .target:first-child { min-height: 700px; } </style> <script type="text/javascript"> $CQ(function() { if (window.CQ_Analytics && CQ_Analytics.SegmentMgr) { CQ_Analytics.SegmentMgr.areSegmentsLoaded = true; CQ_Analytics.SegmentMgr.fireEvent('segmentsload'); } if ( CQ_Analytics && CQ_Analytics.CampaignMgr ) { var campaigns = []; CQ_Analytics.CampaignMgr.addInitProperty('campaigns', campaigns); CQ_Analytics.CampaignMgr.init(); } CQ_Analytics.SFDCSegmentUtils.init(); CQ_Analytics.kruxStore.init(); CQ_Analytics.SFDCSegmentUtils.init(); CQ_Analytics.DemandbaseStore.init(); if( CQ_Analytics && CQ_Analytics.PageDataMgr) { CQ_Analytics.PageDataMgr.loadInitProperties({ "hits": 0, "title": "B2B Marketing Basics", "path": "/content/www/en_ie/home/learning-centre/marketing/what-is-b2b-marketing", "navTitle": "B2B Marketing Basics", "tags": "Marketing Resource Marketing Cloud Article B2B Marketing Automation Customer Engagement ", "description": "Business to business marketing is ever-evolving. Learn more about what B2B marketing is, as well as how AI, social media, and other tactics make an impact.", "sitesection": "en_ie", "subsection": "home", "random": "0.47" }, true); } CQ_Analytics.Utils.isOptimizedCC = true; CQ_Analytics.ClientContextMgr.PATH = "\/etc\/clientcontext\/sfdc\u002Dwww"; CQ_Analytics.ClientContextMgr.loadConfig({"initializationEventTimer": 10}, true); }); </script> </div> <div aria-hidden="true"></div> <a class="screen-reader-text" href="#main"><div class="container">Skip to content</div></a> <header class="container-fluid header-container" role="banner"> <div class="page-message-alert-replace"></div> <div><div class="section"><div class="new"></div> </div><div class="iparys_inherited"><div class="iparsys parsys"><div class="referenceComponent reference parbase section"><div class="cq-dd-paragraph"><div class="globalnavigationbarconsolidated globalNavigationBarConsolidated parbase"> <script type="text/javascript"> window.sfdcBase = window.sfdcBase || {}; if (!sfdcBase.env) window.sfdcBase.env = ({ 'www.salesforce.com': 'PROD', 'www-uat1.salesforce.com': 'UAT', 'www-uat2.salesforce.com': 'UAT', 'www-perf.salesforce.com': 'PERF', 'www-qa1.salesforce.com': 'QA', 'www-qa2.salesforce.com': 'QA', 'www-int.salesforce.com': 'INT', })[location.hostname] ?? 'PROD'; window.sfdcBase.ssoEnabled=true; </script> <div id="aem-hgf-nav"> <script type="module" src="https://a.sfdcstatic.com/digital/xsf/components/v1-stable/navs.js"></script> <hgf-c360nav id="c360-hgf-nav" search="true" show-button-main="true" show-button-secondary="false" origin="https://wp.sfdcdigital.com/en-eu/wp-json" show-region-selector="true" home-href="/eu/" locale="eu"> </hgf-c360nav> <script> document.getElementById('c360-hgf-nav').setAttribute("show-button-main", !vp.isCustomer()); </script> <script type="module" src="//www.salesforce.com/etc/clientlibs/sfdc-www/clientlibs_hgf_tbidauth.js"></script> </div> </div> </div> </div> <div class="ghost section"> </div> <div class="ghost section"> </div> </div> </div> </div> </header> <nav class="sidebar hidden-xs hidden-sm col-lg-2" aria-label="Section Navigation"> <div class="section"><div class="new"></div> </div><div class="iparys_inherited"><div class="iparsys parsys"><div class="affixableLeftSideNavigationComponent parbase section"><div class="leftnav hidden-xs hidden-sm padding-top-no-affix" data-offset-top="0" data-spy="affix"> <div class="leftnav-header-affix affix-element"> <a class="leftnav-back-to-top" href="#"> <span class="glyphicon glyphicon-menu-up" role="button" aria-label="Back to top"> </span> </a> </div> <div class="leftnav-header"> <div class="leftnav-heading"> <p id="learning-centre" class=" h3 text-night text-left salesforce-sans-light margin-30-bottom-lg " style="; "> <span class=" header-text "> Learning Centre </span> </p> </div> </div> <div class="leftnav-footer-non-affix"> <div class="leftnav-btn"><div class="leftnav-contact-cta buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " aria-label="Watch demo - Products Overview" data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/form/demo/demo-overview/?d=cta-left-nav-1-demo_overview"> <span> Watch demo </span> </a> </div> </div> </div> <div> </div> </div> <div class="leftnav-body leftnav-padding"> <div class="leftnav-page-list"> <ul class="page-list page-list-level-1 "> <li> <a href="/eu/learning-centre/" class="page-list-item ">Overview</a> </li> <li> <a href="/eu/learning-centre/sales/" class="page-list-item ">Sales</a> </li> <li> <a href="/eu/learning-centre/customer-service/" class="page-list-item ">Customer Service</a> </li> <li class="active"> <a href="/eu/learning-centre/marketing/" class="page-list-item active active-child">Marketing</a> <ul class="page-list page-list-level-2"> <li><a href="/eu/learning-centre/marketing/what-is-marketing-automation/" class="page-list-item ">What is marketing automation</a></li> <li><a href="/eu/learning-centre/marketing/what-is-lead-generation/" class="page-list-item ">What is lead generation</a></li> <li><a href="/eu/learning-centre/marketing/what-is-b2b-marketing/" class="page-list-item active" aria-current="page">B2B Marketing Basics</a></li> <li><a href="/eu/learning-centre/marketing/what-is-customer-journey-mapping/" class="page-list-item ">What is Customer Journey Mapping?</a></li> <li><a href="/eu/learning-centre/marketing/is-marketing-worthwhile-manufacturing/" class="page-list-item ">Is Marketing Worthwhile In Manufacturing?</a></li> </ul> </li> <li> <a href="/eu/learning-centre/tech/" class="page-list-item ">Tech</a> </li> <li> <a href="/eu/learning-centre/ecommerce/" class="page-list-item ">Ecommerce</a> </li> </ul> <div class="leftnav-select-container"> <div class="container"> <p id="leftnav-select-text" class="leftnav-select-head"></p> <select id="leftnav-select" aria-labelledby="leftnav-select-text"> <option value="/eu/learning-centre/">Overview</option> <option value="/eu/learning-centre/sales/">Sales</option> <option value="/eu/learning-centre/customer-service/">Customer Service</option> <option class="active active-child" value="/eu/learning-centre/marketing/">Marketing</option> <option value="/eu/learning-centre/marketing/what-is-marketing-automation/">- What is marketing automation</option> <option value="/eu/learning-centre/marketing/what-is-lead-generation/">- What is lead generation</option> <option class="active" value="/eu/learning-centre/marketing/what-is-b2b-marketing/">- B2B Marketing Basics</option> <option value="/eu/learning-centre/marketing/what-is-customer-journey-mapping/">- What is Customer Journey Mapping?</option> <option value="/eu/learning-centre/marketing/is-marketing-worthwhile-manufacturing/">- Is Marketing Worthwhile In Manufacturing?</option> <option value="/eu/learning-centre/tech/">Tech</option> <option value="/eu/learning-centre/ecommerce/">Ecommerce</option> </select> </div> </div> </div> </div> <div class="leftnav-footer"> <div class="leftnav-phone"> <div class="phoneNumberComponent_textLevel text-cirrus text-left margin-40-top-lg "> <a class="display-phone text-cirrus " href="tel:00800%207253%203333"> <span class="hidden-lg hidden-md hidden-sm"> CALL US </span> <span class="hidden-xs"> 00800 7253 3333 (FREEPHONE) </span> </a> </div> </div> <div class="leftnav-phone leftnav-additionalPhoneNumbers-level"> </div> <div class="leftnav-contact-link"><div class="leftnav-contact-link buttonCTAItemComponent parbase"> </div> </div> <div><div class="ghost section"> </div> <div class="ghost section"> </div> <div class="ghost section"> </div> </div> </div> </div> </div> </div> </div> </div> </nav> <div class="container-fluid content-container" role="main" id="main"> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper bg-center-top bg-cover column-container-component" style="margin-top:0px;margin-bottom:0px;"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-aem-desktop-2000px.jpg"> </div> </div> <div class="visible-md"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-aem-sml-desktop-1024px.jpg"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-aem-tablet-768px.jpg"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-aem-mobile-px.jpg"> </div> </div> <div class="container"> <div class="row columns-wrapper xs-min-height-250" style="min-height: 300px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-9 col-lg-9"><div class="headingLargeComponent headingComponent parbase section"> <h1 id="b2b-marketing-basics" class=" h1 text-night text-left salesforce-sans-thin margin-60-top-lg margin-40-top-sm " style="; "> <span class=" header-text "> B2B Marketing Basics </span> </h1> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-60-top-lg margin-30-top-xs margin-60-bottom-lg margin-20-bottom-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper xs-min-height-250" style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="headingComponent parbase section"> <p id="when-we-talk-about-b2b-we-are-referring-to-the-business-to-business-environment-the-commercial-space-in-which-businesses-exchange-products-services-or-information-with-other-businesses" class=" h3 text-night text-left salesforce-sans-light margin-40-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> When we talk about B2B, we are referring to the business-to-business environment: the commercial space in which businesses exchange products, services or information with other businesses. </span> </p> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-bottom-sm text-size-default line-height-32 "> <p><b>There are three main contexts in which B2B commercial transactions occur:</b></p> <ul> <li>A business procuring materials for their supply chain (e.g. a clothing company purchasing the fabric and materials to make their clothes).</li> <li>A business requiring the services of another to facilitate their business activity (e.g. a software firm needs an accountancy firm to file its tax return).</li> <li>A business reselling the goods and services it purchases (e.g. an agency white-labelling a reconfigured online tool and selling it to a client.)</li> </ul> <p>Of course, B2B businesses have a need to market their goods and services just as much as B2C companies do. This calls for an effective B2B marketing plan.<br /> </p> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg bg-default "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/form/pdf/customer-trailblazer-field-guide-to-marketing/"> <a href="/eu/form/pdf/customer-trailblazer-field-guide-to-marketing/" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="The Customer Trailblazer’s Field Guide to Marketing">The Customer Trailblazer’s Field Guide to Marketing</a> <div><div class=" bg-cirrus bar-align-right " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallLightComponent headingComponent parbase section"> <h5 id="dig-into-the-details-of-marketing-with-the-marketers-field-guide" class=" h3 text-link text-left salesforce-sans-light margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Dig into the details of marketing with the Marketer's Field Guide </span> </h5> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-0-bottom-lg margin-0-bottom-md margin-0-bottom-sm margin-0-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a role="button" class="btn btn-lg simple-link salesforce-sans-bold " aria-label="Download now - The Customer Trailblazer’s Field Guide to Marketing" data-content-replacement-close-color="sfdc-swap-button-day"> <span> Download now <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/form/pdf/customer-trailblazer-field-guide-to-marketing/">The Customer Trailblazer’s Field Guide to Marketing</a> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="barComponent parbase section"><div class="margin-10-bottom-xs bg-haze bar-align-center " style="height:1px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-20-top-xs margin-60-bottom-lg margin-20-bottom-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-top-lg margin-0-top-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="headingComponent parbase section"> <h2 id="what-we-will-cover" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-top-xs margin-40-bottom-lg " style="; "> <span class=" header-text "> What we will cover: </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links margin-40-bottom-xs"> <li> <span class="li-wrap"> <a href="#What" class="text-cirrus">What is B2B marketing?</a> </span> </li> <li> <span class="li-wrap"> <a href="#differences" class="text-cirrus">What are the differences between B2B and B2C marketing?</a> </span> </li> <li> <span class="li-wrap"> <a href="#Characteristics" class="text-cirrus">Characteristics and Examples of B2B Markets and Products</a> </span> </li> <li> <span class="li-wrap"> <a href="#Examples" class="text-cirrus">Examples of B2B Markets and Transactions</a> </span> </li> <li> <span class="li-wrap"> <a href="#Up" class="text-cirrus">Up-and-coming B2B Marketing Trends</a> </span> </li> <li> <span class="li-wrap"> <a href="#B2B" class="text-cirrus">The Future of B2B Marketing</a> </span> </li> <li> <span class="li-wrap"> <a href="#keyfacts" class="text-cirrus">B2B Marketing: Key facts and FAQs</a> </span> </li> </ul> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy hidden-xs hidden-sm img-responsive margin-40-top-lg " alt="UI of Sales executive dashboard" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/sales-dash-imac.jpg"/> <img class="lazy hidden-md hidden-lg img-responsive margin-40-top-lg " alt="UI of Sales executive dashboard" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/sales-dash-imac.jpg"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="barComponent parbase section"><div class=" bg-haze bar-align-center " style="height:1px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-60-top-lg margin-60-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="headingComponent parbase section"> <h2 id="What" class=" h1 text-night text-left salesforce-sans-thin margin-40-bottom-lg " style="; "> <span class=" header-text "> What is B2B marketing? </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-bottom-sm text-size-default line-height-32 "> Like B2C or “consumer” marketing, B2B marketing is a business practice in which businesses market their products or services to potential buyers. Where B2B marketing differs from the B2C variant is that instead of targeting individual consumes, it is focused solely on other businesses. <br /> <br /> This means that marketing principles and techniques must be executed in a specific way, which will be explored in more detail later in the article.<br /> <br /> B2B marketing is carried out primarily by providers of products and services targeted primarily at corporate customers. Classic examples would be industrial goods such as concrete or steel; more recent examples include business software and consulting services. <br /> <br /> However, B2B marketing is also carried out by companies whose target audiences include both consumers <i>and</i> other businesses.<br /> <br /> B2B marketing techniques are founded on the same key principles as business-to-consumer marketing. However, unlike B2C customers, B2B customers tend not to buy on a spontaneous, emotional or impulsive basis. They have a very specific set of needs and are often buying on behalf of a large number of others. <br /> <br /> This calls for B2B marketing techniques to be shaped in a specific way. </div> </div> <div class="headingComponent parbase section"> <h2 id="differences" class=" h1 text-night text-left salesforce-sans-thin margin-60-top-lg margin-40-bottom-lg " style="; "> <span class=" header-text "> What are the differences between B2B and B2C marketing? </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-bottom-sm text-size-default line-height-32 "> Though B2B marketing is often compared to business-to-consumer marketing (B2C), the same methods and channels cannot simply be carried over to B2B marketing strategies in an analogous fashion.<br /> <br /> Below are some of the key differences that shape the way in which B2B and B2C communication should be carried out. </div> </div> <div class="headingComponent parbase section"> <h3 id="limited-number-of-buyers" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Limited number of buyers </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> The number of potential buyers for a B2B product or service will generally be much smaller than for a mass-produced consumer product. This calls for marketing content to be very carefully targeted to the interests and needs of the target group. </div> </div> <div class="headingComponent parbase section"> <h3 id="relationships-have-the-potential-to-last" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Relationships have the potential to last </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> When a consumer purchases a product, this often represents the final stage of the marketing and sales funnel. For a business buyer, a purchase is often just the first milestone in a long-term relationship. It is vital to make sure that expectations for after-sales support are fulfilled.<br /> <br /> Not only this, but B2B marketing can also continue after the sale – for example in the form of newsletters with product updates, invitations to webinars and other similar measures for maintaining and consolidating the customer relationship. </div> </div> <div class="headingComponent parbase section"> <h3 id="b2b-buyers-are-more-rational-and-are-held-accountable-to-more-stakeholders" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> B2B buyers are more “rational” and are held accountable to more stakeholders </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> In the B2B marketing field, buyers are likely to be better informed and are less likely to buy on the basis of impulse or whims. Since they are spending their organisation’s money, not their own, they must account for their decisions to others.<br /> <br /> They ask key questions about ROI that private consumers often overlook, which means that your team must be equipped with the knowledge to give sophisticated, in-depth answers to technical questions. </div> </div> <div class="headingComponent parbase section"> <h3 id="personal-connections-are-more-important" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Personal connections are more important </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> We mentioned above that a key feature of B2B marketing is long-term relationships with a smaller number of customers. With this in mind, many B2B companies often appoint dedicated account managers to nurture personal connections.<br /> <br /> These account managers can for example pursue an account-based marketing approach, cultivating relationships with a small number of well-qualified leads by addressing them on their preferred channels. </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="barComponent parbase section"><div class=" bg-haze bar-align-center " style="height:1px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper bg-center-bottom bg-auto column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-A-desktop.png"> </div> </div> <div class="visible-md"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-A-desktop.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-A-desktop.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-A-mobile.png"> </div> </div> <div class="container"> <div class="row columns-wrapper xs-min-height-350" style="min-height: 300px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <h3 id="supercharge-your-marketing-skills" class=" h3lg text-night text-left salesforce-sans-light margin-60-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Supercharge Your Marketing Skills </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default col-sm-6 col-md-6 col-lg-6 "> Use our learning platform to discover best practices for optimising your marketing strategy by channel. </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg margin-40-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " aria-label="Get started with trailhead - Build Your Customer Service Management Toolkit" data-content-replacement-close-color="sfdc-swap-button-day" href="https://trailhead.salesforce.com/en/content/learn/trails/build-your-customer-service-management-toolkit"> <span> Get started with trailhead </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="barComponent parbase section"><div class=" bg-haze bar-align-center " style="height:1px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-60-top-lg margin-60-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="headingComponent parbase section"> <h2 id="Characteristics" class=" h1 text-night text-left salesforce-sans-thin margin-40-bottom-lg " style="; "> <span class=" header-text "> Characteristics and Examples of B2B Markets and Products </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> It goes without saying that not all B2B companies are created equal. In the introduction, we mentioned the different contexts in which B2B transactions can occur. <br /> <br /> However, there are some general commonalities across the entire B2B sector. </div> </div> <div class="headingComponent parbase section"> <h3 id="economic-disparity-among-smallest-and-largest-players" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Economic disparity among smallest and largest players </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> The difference in purchasing power between a B2B company’s smallest and largest customers is usually fairly significant. A few “key accounts” are likely to bring in a disproportionately large portion of the company’s profits. </div> </div> <div class="headingComponent parbase section"> <h3 id="decision-making-units-are-complex" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Decision-making units are complex </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> Because of the high value - and sometimes high financial risk - of the products, the decision-making unit in business-to-business markets has the potential to be highly complex. It is also likely to be a dynamic entity, with specialists entering and exiting to contribute their expertise as needed. </div> </div> <div class="headingComponent parbase section"> <h3 id="each-member-of-a-decision-making-team-has-diverse-needs" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Each member of a decision-making team has diverse needs </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> The target audience for B2B marketing is constantly changing and is made up of stakeholders with varying motivations. Buyers look for good value, production managers for efficiency and health and safety reps for risk minimisation. Increasingly, the purchasing decisions of companies are also affected by factors related to corporate social responsibility, such as the desire for ethical sourcing or ILO standards in the supply chain. </div> </div> <div class="headingComponent parbase section"> <h3 id="longer-decision-cycles" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Longer decision cycles </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> Because of the factors named above, the B2B buying cycle is often much longer than in the B2C field. In other words, the time between initial contact and receiving payment is longer and must be planned for accordingly. </div> </div> <div class="headingComponent parbase section"> <h3 id="customer-specific-discounts" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Customer-specific discounts </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> Price lists, discount options and possible product combinations tend to be complex, and sales reps typically have some leeway to negotiate individual discounts as incentives to buy. </div> </div> <div class="headingComponent parbase section"> <h2 id="Examples" class=" h1 text-night text-left salesforce-sans-thin margin-60-top-lg margin-40-bottom-lg " style="; "> <span class=" header-text "> Examples of B2B Markets and Transactions </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin--20-bottom-lg text-size-default line-height-32 "> <p>Any business that generates the majority of its revenue from commercial transactions is classed as a B2B company, even if the product or service is eventually intended for a consumer audience.</p> <p>Some examples of B2B markets include:</p> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-40-top-lg margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-bottom-lg margin-0-bottom-sm column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg margin-30-bottom-sm bg-snow card " data-equalize="card"> <div class="thumbnail-content "> <a class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div><div class=" bg-brand-blue bar-align-center " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallBoldComponent headingComponent parbase section"> <h3 id="manufacturing" class=" h3 text-stratus text-left salesforce-sans-bold margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Manufacturing </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-20-bottom-lg margin-20-bottom-md margin-20-bottom-sm margin-20-bottom-xs text-size-default line-height-default "> High-value corporate accounts are a staple of firms in the manufacturing sector. One example of this would be Samsung’s production of OLEDs (organic light-emitting diodes) to sell to Apple for use in its iPhones. </div> </div> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg margin-30-bottom-sm bg-snow card " data-equalize="card"> <div class="thumbnail-content "> <a class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div><div class=" bg-brand-blue bar-align-center " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallBoldComponent headingComponent parbase section"> <h3 id="service-provision" class=" h3 text-stratus text-left salesforce-sans-bold margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Service provision </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-20-bottom-lg margin-20-bottom-md margin-20-bottom-sm margin-20-bottom-xs text-size-default line-height-default "> Examples of service providers that earn their income exclusively from B2B transactions include commercial cleaning and property management companies. </div> </div> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg margin-30-bottom-sm bg-snow card " data-equalize="card"> <div class="thumbnail-content "> <a class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div><div class=" bg-brand-blue bar-align-center " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallBoldComponent headingComponent parbase section"> <h3 id="consultancy" class=" h3 text-stratus text-left salesforce-sans-bold margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Consultancy </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-20-bottom-lg margin-20-bottom-md margin-20-bottom-sm margin-20-bottom-xs text-size-default line-height-default "> There are consulting firms specialising in just about every field imaginable: e-commerce, innovation, change management, strategy, compliance and many more. Consulting is a major corporate market. </div> </div> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-bottom-lg margin-0-bottom-sm column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg margin-30-bottom-sm bg-snow card " data-equalize="card"> <div class="thumbnail-content "> <a class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div><div class=" bg-brand-blue bar-align-center " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallBoldComponent headingComponent parbase section"> <h3 id="social-media-marketing" class=" h3 text-stratus text-left salesforce-sans-bold margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Social media marketing </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-20-bottom-lg margin-20-bottom-md margin-20-bottom-sm margin-20-bottom-xs text-size-default line-height-default "> With the ever-increasing importance of content marketing, many B2B firms are opting to outsource their social media strategy and content to a specialised content marketing firm. </div> </div> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg margin-30-bottom-sm bg-snow card " data-equalize="card"> <div class="thumbnail-content "> <a class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div><div class=" bg-brand-blue bar-align-center " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallBoldComponent headingComponent parbase section"> <h3 id="import-and-export" class=" h3 text-stratus text-left salesforce-sans-bold margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Import and export </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-20-bottom-lg margin-20-bottom-md margin-20-bottom-sm margin-20-bottom-xs text-size-default line-height-default "> Import and export companies facilitate access to a whole range products destined for private consumers. </div> </div> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-0-bottom-lg margin-30-bottom-sm bg-snow card " data-equalize="card"> <div class="thumbnail-content "> <a class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div><div class=" bg-brand-blue bar-align-center " style="height:4px;width:100%;"></div> </div> <div class="caption"> <div class="headingSmallBoldComponent headingComponent parbase section"> <h3 id="corporate-law" class=" h3 text-stratus text-left salesforce-sans-bold margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-10-bottom-lg margin-10-bottom-md margin-10-bottom-sm margin-10-bottom-xs " style="; "> <span class=" header-text "> Corporate law </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-0-top-md margin-0-top-sm margin-0-top-xs margin-20-bottom-lg margin-20-bottom-md margin-20-bottom-sm margin-20-bottom-xs text-size-default line-height-default "> Any law firm specialising in business-related law (e.g. patent litigation or insolvency proceedings) is classed as a B2B entity. </div> </div> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-60-top-lg margin-60-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="bodyCopyComponent parbase section"><div class="margin--30-top-lg text-size-default line-height-32 "> <p><b>Let's break this down with an example: The Automotive Industry</b></p> <p>The automotive industry is built on B2B transactions. Most vehicle components are manufactured by independent suppliers and sold on to auto manufacturers such as <a href="https://www.salesforce.com/eu/customer-success-stories/toyota/"><u>Toyota</u></a> to enable them to build cars.</p> <p>These cars are usually then kept at a dealership for a short time before being sold on to the end consumer. Accessories such as batteries, window mechanisms and door locks are also manufactured by specialised suppliers and sold directly to manufacturers.</p> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="barComponent parbase section"><div class=" bg-haze bar-align-center " style="height:1px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper bg-center-bottom bg-auto column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-C-desktop.png"> </div> </div> <div class="visible-md"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-C-desktop.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-C-mobile.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper column-container-image lazy bg-center-bottom bg-auto" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/crm/promo-type-C-mobile.png"> </div> </div> <div class="container"> <div class="row columns-wrapper xs-min-height-350" style="min-height: 300px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-5 col-lg-5"><div class="headingComponent parbase section"> <h3 id="get-personalised-insights-into-your-marketing-efforts" class=" h3lg text-night text-left salesforce-sans-light margin-60-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Get Personalised Insights into Your Marketing Efforts </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default col-sm-12 col-md-12 col-lg-12 "> Benchmark your marketing efforts against others in your industry. Our Business Success Scorecard will tell you what you're doing right and give you tips for improvement. </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " data-content-replacement-close-color="sfdc-swap-button-day" href="https://www.salesforce.com/eu/form/smb/cri-tool.jsp"> <span> Take the test </span> </a> </div> </div> </div></div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-4 col-lg-4"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="barComponent parbase section"><div class=" bg-haze bar-align-center " style="height:1px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-60-top-lg margin-60-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="headingComponent parbase section"> <h2 id="Up" class=" h1 text-night text-left salesforce-sans-thin margin-40-bottom-lg " style="; "> <span class=" header-text "> Up-and-coming B2B Marketing Trends </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>We are currently seeing the emergence of a range of pioneering technology-driven channels and methods for B2B marketing. As you will see below, these include customer-centric approaches such as account marketing and the use of big data and AI to refine a business’s customer contact and customer relationship management efforts.<br /> <br /> In the past, the methods available to B2B marketers were relatively unsophisticated: personalisation was surface-level and content was written for a rather broad audience, since companies were limited in their ability to quantify their customer base.<br /> <br /> Now, however, technological advances are allowing for a much greater degree of personalisation and tailoring.<br /> <br /> This is important because B2B marketers risk turning off prospective customers if marketing fails to address a specific niche. They are also better equipped to get the right marketing messages in front of the buyers who matter.</p> <p><b><br /> Here are some examples of modern B2B marketing techniques that you could use in your B2B marketing plan:</b></p> <ol> <li>Mobile-first</li> <li>Account-based marketing</li> <li>Customer-centric content marketing</li> <li>Data-driven marketing</li> <li>AI-driven CRM</li> <li>AR & VR</li> <li>B2B influencer marketing</li> </ol> </div> </div> <div class="headingComponent parbase section"> <h3 id="mobile-first" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Mobile First </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>More and more B2B buyers are accomplishing work-related tasks using smartphones, and the influence of mobile is changing the B2B purchasing pathway.</p> <p>Becoming mobile-friendly begins with providing a mobile-optimised website and, depending on the product or service, an app. The overall aim is to build a powerful mobile brand, which includes making sure that buyers have easy access to first-hand information via their smartphone.</p> </div> </div> <div class="headingComponent parbase section"> <h3 id="account-based-marketing" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Account-based marketing </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>Account-based marketing focuses not a broader target persona, but instead drills down into individual customer profiles. The golden rule is that there is no such thing as “too specific”. In an ABM-based strategy, the traditional sales funnel becomes more cylindrical; the team chases fewer accounts, but a higher rate of conversion.</p> <p>They seek to display tailored content to all of the contacts listed on an account using all of the channels they actively engage with, helping maintain their interest through the sales funnel.</p> <p>To understand ABM better, it is helpful to compare it to content marketing, in which the marketing team strives to build as large an audience as possible and deliver them into the top of the funnel. After this, it’s the job of the sales team to work out whether the leads are any good. ABM reverses the responsibility.</p> </div> </div> <div class="headingComponent parbase section"> <h3 id="customer-centric-content-marketing" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Customer-centric content marketing </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>To date, content on manufacturers’ and B2B service companies’ websites has tended to focus primarily on technical details. Although well-maintained product information <i>is</i> important - especially if the company sells a component that is destined to be assembled into a wider system or product - it is no longer enough to set a brand apart from the competition.</p> <p>Nowadays, even B2B customers expect to be taken on a coherent and personal buyer’s journey, with content that places the product in the context of the modern-day industry and shows them how it can address their problems.</p> <p>Video content is playing an increasingly important role in persuading B2B buyers why a product is right for them. In addition, content must be optimised with human search behaviour in mind to make sure that it can easily be found.</p> </div> </div> <div class="headingComponent parbase section"> <h3 id="data-driven-marketing" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Data-driven marketing </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>Twenty years ago, the ability to draw up a numerical picture of customer behaviour would have seemed an unattainable dream. Now, data-driven marketing is an industry standard.</p> <p>The data for data-driven marketing can be sourced from a vast range of places - social media use, search history, and CRM tracking previous purchases, interaction with customer services, content engagement and many more.</p> <p>Marketing teams can then leverage this customer data to create a comprehensive picture of their target customer base, allowing them to refine their marketing automation campaigns and to restrict their efforts to the customers who actually represent realistic prospects.</p> </div> </div> <div class="headingComponent parbase section"> <h3 id="ai-driven-crm" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> AI-driven CRM </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>Not only is technology evolving faster than ever in terms of what it is able to do, but the world is more connected than ever, too. With many billions of devices around the world creating an expansive network of interaction, companies must leverage the potential of the resulting data flows to implement the next big computing trend: AI-driven predictive action.</p> <p>This has <a href="https://www.salesforce.com/eu/form/pdf/ai-for-crm.jsp"><u>huge potential for B2B CRM</u></a>. Rather than the software simply pulling and providing information at the request of a human user, as it has done to date, it will retrieve relevant data at the exact moment when its usefulness value is highest. This will allow brands to accomplish a number of invaluable tasks, such as focusing effort on the most promising leads, detecting issues before they happen and forecasting product inventory based on fluctuating demand.</p> </div> </div> <div class="headingComponent parbase section"> <h3 id="ar-vr" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> AR & VR </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>Like B2C products, the products and services sold by B2B organisations evolve over time. Within this context, augmented reality (the overlaying of graphics, sounds, haptic feedback or even smell on the real world) and virtual reality have presented B2B organisations with new ways of presenting their changing offerings.</p> <p>For example, a maker of interior fittings might allow them to be overlaid on images of interior spaces so that interior designers and architects can see how they will look (augmented reality), while a telecommunications company could be taken on a virtual tour of a new data centre.</p> </div> </div> <div class="headingComponent parbase section"> <h3 id="b2b-influencer-marketing" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> B2B influencer marketing </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <p>Influencers are recognised individuals within a particular industry who share content on their social media channels with the aim of guiding the opinions and actions of their followers.</p> <p>Customers - including B2B customers - are turned off by the idea of a faceless corporation. Influencers are perceived as more authentic than other marketing measures and can leverage the trust between them and their audience to achieve better brand engagement.</p> </div> </div> <div class="headingComponent parbase section"> <h2 id="B2B" class=" h1 text-night text-left salesforce-sans-thin margin-60-top-lg margin-40-bottom-lg " style="; "> <span class=" header-text "> The Future of B2B Marketing </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-bottom-sm text-size-default line-height-32 "> <p>Where once B2B marketing was a one-way pursuit, social platforms have opened up opportunities for managed, two-way interaction. What’s more, companies are now better placed to make efficient, data-driven decisions about who to pursue and how.</p> <p>Forward-thinking B2B companies are continuing to find innovative ways to use social media, CRM, and big data for greater growth. Start utilising these new opportunities in your <a href="https://www.salesforce.com/uk/blog/2017/07/how-to-develop-a-b2b-marketing-strategy.html"><u>B2B marketing plan</u></a> today!</p> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-60-top-lg margin-60-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="headingComponent parbase section"> <h2 id="keyfacts" class=" h1 text-night text-left salesforce-sans-thin " style="; "> <span class=" header-text "> That’s a lot of info! </span> </h2> </div> <div class="headingComponent parbase section"> <h2 id="heres-what-you-should-take-away-from-this-article" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Here’s what you should take away from this article: </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <ul> <li><b>What is B2B marketing?</b> B2B marketing is the marketing of products and services targeted specifically at corporate customers, as opposed to retail consumers (B2C).</li> <li><b>How does B2B marketing differ from B2C?</b> The main differences between B2B and B2C are: fewer potential buyers, longer-term relationships, higher purchase values and more rational purchase decision-making.</li> <li><b>What are the common characteristics of B2B companies?</b> Common B2B company characteristics include longer, more complex purchase cycles and smaller, but more profitable customer bases.</li> <li><b>What are some examples of major B2B markets?</b> Examples of major B2B markets include manufacturing, import and export, specialist consultancy, corporate law and professional services.</li> <li><b>What are the latest trends in B2B marketing?</b> The latest trends in B2B marketing include AI-driven CRM, and using augmented and virtual reality to showcase new offerings.</li> </ul> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper "> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy hidden-xs hidden-sm img-responsive margin-10-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_gb/www/images/SEO/Modules/Ask-Astro.png"/> <img class="lazy hidden-md hidden-lg img-responsive margin-10-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_gb/www/images/SEO/Modules/Ask-Astro.png"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="headingComponent parbase section"> <h2 id="frequently-asked-questions" class=" h4 text-salesforce-gray text-left salesforce-sans-bold margin-30-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Frequently Asked Questions </span> </h2> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="headingComponent parbase section"> <h3 id="what-is-a-b2b-marketing-strategy" class=" h4gn text-stratus text-left salesforce-sans-bold margin-20-bottom-lg margin-0-bottom-xs " style="; "> <span class=" header-text "> What is a b2b marketing strategy? </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-10-top-md margin-20-top-xs text-size-default line-height-default "> A B2B marketing strategy is one that is directed towards promoting a business’s products or services to other businesses, rather than selling to individual end consumers. A typical B2B strategy will focus on building a smaller but more specialised buyer base and nurturing long-term, dedicated relationships with key accounts. </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="headingComponent parbase section"> <h3 id="what-does-a-b2b-marketer-do" class=" h4gn text-stratus text-left salesforce-sans-bold margin-40-top-xs margin-10-bottom-lg margin-0-bottom-xs " style="; "> <span class=" header-text "> What does a b2b marketer do? </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-30-top-sm margin-20-top-xs text-size-default line-height-default "> A B2B marketer creates carefully tailored marketing content that is relevant to often already well-informed business-to-business buyers with a specific set of needs. The role may also extend to consolidating customer loyalty via post-sale support strategies such as webinars, product updates, newsletters and client-specific offers. </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="headingComponent parbase section"> <h3 id="what-is-an-example-of-b2b-marketing" class=" h4gn text-stratus text-left salesforce-sans-bold margin-30-top-xs margin-10-bottom-lg margin-0-bottom-xs " style="; "> <span class=" header-text "> What is an example of b2b marketing? </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-md margin-10-top-sm margin-20-top-xs text-size-default line-height-default "> An example of B2B marketing is the automotive industry, in which most vehicle components are manufactured by specialist suppliers. Original equipment manufacturers (OEMs) leverage B2B to sell parts and accessories to car makers. Other B2B markets include property management, social media marketing, import and export, and corporate law. </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="referenceComponent reference parbase section"><div class="cq-dd-paragraph"><div class="columncontainer_c732 columnContainer parbase"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper bg-left-top bg-cover column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper column-container-image lazy bg-left-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-footer-desktop-2000px.jpg"> </div> </div> <div class="visible-md"> <div class="columns-wrapper column-container-image lazy bg-left-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-footer-desktop-2000px.jpg"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper column-container-image lazy bg-left-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-footer-desktop-2000px.jpg"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper column-container-image lazy bg-left-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-footer-mobile-767px.jpg"> </div> </div> <div class="container"> <div class="row columns-wrapper xs-min-height-400" style="min-height: 400px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-5 col-lg-5"><div class="headingComponent parbase section"> <h2 id="get-started-with-a-free-trial" class=" h1 text-night text-left salesforce-sans-thin margin-60-top-lg margin-40-top-md margin-10-bottom-lg " style="; "> <span class=" header-text "> Get started with a free trial </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-bottom-lg text-size-default line-height-default no-indentation"> Take your insights further with Salesforce. See what our CRM looks like when it’s tailored to your business. Register for your free trial now. </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " aria-label="Try for free - Sales Cloud" data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/form/signup/freetrial-sales-pe/"> <span> Try for free </span> </a> </div> </div> </div></div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive hidden-xs hidden-sm img-bleed-right " alt="UI of opportunities dashboard" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/learning-centre/generic/seo-generic-footer-imac.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> </div> </div> <div class="modal fade main-modal" id="mainModal" data-keyboard="true" role="dialog" aria-modal="true"> <div class="modal-dialog"> <div class="modal-content"> <button type="button" class="close" data-dismiss="modal" aria-label="Close"><span aria-hidden="true" class="icon-sfdc-icon-x h3"></span></button> <div class="modal-body"></div> </div> </div> </div> <footer role="contentinfo" class="bottom"> <div><div class="section"><div class="new"></div> </div><div class="iparys_inherited"><div class="iparsys parsys"><div class="referenceComponent reference parbase section"><div class="cq-dd-paragraph"><div class="powerfooternavigatio powerFooterNavigationComponent columnContainer parbase"><div class="columns-wrapper bg-snow hidden-xs hidden-sm"> <div class="container"> <div class="row columns-wrapper "> <div class="col text-left col-sm-4 col-md-4 col-lg-4"> <div class="footer-logo"> <a href="/eu/" class=" image-link"> <img class="lazy img-responsive margin-40-top-lg margin-20-bottom-lg " alt="Go to the homepage" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_is/www/images/logo/salesforce-cloud-logo-sm.png"/> </a> </div> <div class="footer-social-links"> <div class="social-media-links margin-0-top-lg margin-30-bottom-lg"> <a href="http://www.facebook.com/salesforce" target="_blank" title="Facebook"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/facebook-day.svg?version=2024101" alt="Facebook" class="lazy text-salesforce-gray salesforce-social-icon "/> </a> <a href="http://twitter.com/salesforce" target="_blank" title="Twitter"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/twitter-day.svg?version=2024101" alt="Twitter" class="lazy text-salesforce-gray salesforce-social-icon "/> </a> <a href="http://www.linkedin.com/company/salesforce" target="_blank" title="LinkedIn"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/linkedin-day.svg?version=2024101" alt="LinkedIn" class="lazy text-salesforce-gray salesforce-social-icon "/> </a> <a href="https://www.instagram.com/salesforce/" target="_blank" title="Instagram"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/instagram-day.svg?version=2024101" alt="Instagram" class="lazy text-salesforce-gray salesforce-social-icon "/> </a> <a href="https://www.youtube.com/user/SalesforceUK" target="_blank" title="YouTube"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/youtube-day.svg?version=2024101" alt="YouTube" class="lazy text-salesforce-gray salesforce-social-icon "/> </a> </div> </div> </div> <div class="col text-left col-sm-3 col-md-3 col-lg-3"><div class="headingComponent parbase section"> <h2 id="new-to-salesforce" class=" h4 text-night text-left salesforce-sans-regular " style="margin-top:60px;margin-right:0px;margin-bottom:20px;margin-left:0px;; "> <span class=" header-text "> New to Salesforce? </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links "> <li> <span class="li-wrap"> <a href="/eu/products/what-is-salesforce/" class="text-cirrus">What is Salesforce?</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/learning-centre/crm/what-is-crm/" class="text-cirrus">What is CRM?</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/learning-centre/tech/cloudcomputing/" class="text-cirrus">What is Cloud Computing?</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/products/" class="text-cirrus">CRM Solutions</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/customer-success-stories/" class="text-cirrus">Customer Success Stories</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/editions-pricing/sales-cloud/" class="text-cirrus">Product pricing</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/form/contact/contactme/" class="text-cirrus">Contact Us</a> </span> </li> </ul> </div> </div> <div class="col text-left col-sm-3 col-md-3 col-lg-3"><div class="headingComponent parbase section"> <h2 id="popular-links" class=" h4 text-night text-left salesforce-sans-regular " style="margin-top:60px;margin-right:0px;margin-bottom:20px;margin-left:0px;; "> <span class=" header-text "> Popular Links </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links "> <li> <span class="li-wrap"> <a href="/eu/solutions/small-business-solutions/overview/" class="text-cirrus">Small Business CRM</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/products/sales-cloud/overview/" class="text-cirrus">Sales Force Automation</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/products/service-cloud/overview/" class="text-cirrus">Customer Service Solutions</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/products/marketing-cloud/overview/" class="text-cirrus">Digital Marketing Solutions</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/solutions/industries/" class="text-cirrus">Industry Solutions</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/events/" class="text-cirrus">Salesforce Events</a> </span> </li> <li> <span class="li-wrap"> <a href="/releases/" class="text-cirrus">New Release Features</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/campaign/your-account/" class="text-cirrus">Manage Subscription</a> </span> </li> <li> <span class="li-wrap"> <a href="/eu/form/newsletter/" class="text-cirrus">Sign up for email updates</a> </span> </li> </ul> </div> </div> <div class="col text-left col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <h2 id="about-salesforce" class=" h4 text-night text-left salesforce-sans-regular " style="margin-top:60px;margin-right:0px;margin-bottom:20px;margin-left:0px;; "> <span class=" header-text "> About Salesforce </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links "> <li> <span class="li-wrap"> <a href="/eu/company/our-story/" class="text-cirrus">Our Story</a> </span> </li> <li> <span class="li-wrap"> <a href="https://careers.salesforce.com/en/our-locations/europe-middle-east-and-africa/greater-europe/" class="text-cirrus">Careers</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/eu/company/news-press/press-releases/" class="text-cirrus">Press</a> </span> </li> <li> <span class="li-wrap"> <a href="https://trust.salesforce.com/en" target="_blank" class="text-cirrus">Security and Performance</a> <span class="salesforce-icon icon-sfdc-icon-offsite" role="img" aria-label="(opens in a new window)"></span> </span> </li> <li> <span class="li-wrap"> <a href="/company/legal/" class="text-cirrus">Legal</a> </span> </li> <li> <span class="li-wrap"> <a href="/privacy/overview/" class="text-cirrus">Privacy for Salesforce Products</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/eu/blog" class="text-cirrus">Salesforce EU Blog</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/eu/form/other/blog-newsletter/" class="text-cirrus">Salesforce EU Blog Signup</a> </span> </li> </ul> </div> </div> </div> </div> </div> </div> </div> </div> <div class="referenceComponent reference parbase section"><div class="cq-dd-paragraph"><div class="footernavigationcomp footerNavigationComponent parbase"><div class="page-footer"> <div class="container"> <div class="region-selector "> <div class="region-selector_button"> <div class="surround btn btn-outline-primary border-white" tabindex="0" role="button" aria-haspopup="true"> <span class="region-selector_icon icon-sfdc-icon-globe"></span> <span class="region-selector_label">WORLDWIDE</span> <span class="region-selector_caret icon-sfdc-icon-up-arrow"></span> </div> </div> <div class="region-selector_dialog" tabindex="0" role="region" aria-label="region selector"> <div class="region-selector_content"> <div><div class=" columns-wrapper bg-default container-fluid " style="margin-top:0px;margin-bottom:0px;"> <div class="row columns-wrapper "> <div class="col text-left col-sm-4 col-md-4 col-lg-4"><div class="headingComponent parbase section"> <h2 id="americas" class=" h4 text-night text-left salesforce-sans-regular " style="margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;; "> <span class=" header-text "> Americas </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links "> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/mx/" class="text-cirrus">América Latina (Español)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/br/" class="text-cirrus">Brasil (Português)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/ca/" class="text-cirrus">Canada (English)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/fr-ca/" class="text-cirrus">Canada (Français)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/" class="text-cirrus">United States (English)</a> </span> </li> </ul> </div> </div> <div class="col text-left col-sm-4 col-md-4 col-lg-4"><div class="headingComponent parbase section"> <h2 id="europe-middle-east-and-africa" class=" h4 text-night text-left salesforce-sans-regular " style="margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;; "> <span class=" header-text "> Europe, Middle East, and Africa </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links "> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/es/">España (Español)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/de/">Deutschland (Deutsch)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/fr/">France (Français)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/it/">Italia (Italiano)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/nl/">Nederland (Nederlands)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/se/">Sverige (Svenska)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/uk/">United Kingdom (English)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/eu/">All other countries (English)</a> </span> </li> </ul> </div> </div> <div class="col text-left col-sm-4 col-md-4 col-lg-4"><div class="headingComponent parbase section"> <h2 id="asia-pacific" class=" h4 text-night text-left salesforce-sans-regular " style="margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;; "> <span class=" header-text "> Asia Pacific </span> </h2> </div> <div class="genericLinkListComponent list parbase section"> <ul class="generic-links "> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/au/" class="text-cirrus">Australia & New Zealand (English)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/in/" class="text-cirrus">India (English)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/jp/" class="text-cirrus">日本 (日本語)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/tw/" class="text-cirrus">台灣 (繁體中文)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/kr/" class="text-cirrus">한국 (한국어)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/th/" class="text-cirrus">ประเทศไทย (ไทย)</a> </span> </li> <li> <span class="li-wrap"> <a href="https://www.salesforce.com/ap/" class="text-cirrus">All other countries (English)</a> </span> </li> </ul> </div> </div> </div> </div> </div> </div> </div> </div> <div class="page-footer_content"> <div class="page-footer_legal"> <p>© Copyright 2024 Salesforce, Inc. <a href="/company/legal/intellectual/" adhocenable="false">All rights reserved</a>. Various trademarks held by their respective owners.<br /> salesforce UK Limited, village 9, floor 26 Salesforce Tower, 110 Bishopsgate, London, UK, EC2N 4AY.<br /> Phone: +353 14403500. Fax: +353 14403501</p> </div> <nav class="page-footer_links mobile-display"> <ul class="page-footer_links_list"> <li class="page-footer_links_item"> <a class="page-footer_link " href="/company/legal/" target="_blank"> Legal </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link " href="/company/legal/sfdc-website-terms-of-service/"> Terms of Service </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link " href="https://www.salesforce.com/eu/company/privacy/"> Privacy </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link " href="https://www.salesforce.com/eu/company/disclosure/"> Responsible Disclosure </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link " href="https://www.salesforce.com/eu/form/contact/contactme/"> Contact Us </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link " href="https://trust.salesforce.com/"> Trust </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link optanon-toggle-display" href="#" data-ignore-geolocation="true"> Cookie Preferences </a> </li> <li class="page-footer_links_item"> <a class="page-footer_link " href="/form/other/privacy-request/?d=cta-footer-1" target="_blank"> <img alt="" class="footer-link-icon footer-link-icon_left" src="//www.salesforce.com/content/dam/web/global/svg-icons/icon-cpra.svg"/>Your Privacy Choices </a> </li> </ul> </nav> </div> </div> </div> </div> </div> </div> <div class="referenceComponent reference parbase section"><div class="cq-dd-paragraph"><div class="dockedcontainer_8f3 ghost"> </div> </div> </div> </div> </div> </div> </footer> <script src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_analytics_bottom.min.js"></script> <script src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_evergage.min.js"></script> <div class="hidden" data-load-libs="commonlyUsed"></div> <script type="module" src="https://a.sfdcstatic.com//digital/@sfdc-www/clientlibs-web-components/v1-stable/attribution.js"></script> <span class="hidden data-runmode" data-runmode-ispublish="true" data-runmode-isprod="true" data-runmode-isnonprod="false" data-runmode-isstaging="false"></span> <script type="text/javascript" src="//www.salesforce.com/etc.bundles/sfdc-www/bundles/vendors~scriptloader.bundle.914d89992c829da7cb32.js"></script><script type="text/javascript" src="//www.salesforce.com/etc.bundles/sfdc-www/bundles/scriptloader.bundle.914d89992c829da7cb32.js"></script><script type="text/javascript" src="//www.salesforce.com/etc.bundles/sfdc-www/bundles/vendors~utils~webpack-script-manifest-SfdcWwwBaseCnc-js~webpack-script-manifest-commonlyUsed-js~webp~72b17f21.bundle.914d89992c829da7cb32.js"></script><script type="text/javascript" src="//www.salesforce.com/etc.bundles/sfdc-www/bundles/vendors~utils~webpack-script-manifest-SfdcWwwBaseCnc-js~webpack-script-manifest-commonlyUsed-js~webp~8dbeef75.bundle.914d89992c829da7cb32.js"></script><script type="text/javascript" src="//www.salesforce.com/etc.bundles/sfdc-www/bundles/utils.bundle.914d89992c829da7cb32.js"></script> <script type="text/javascript"> window.sfdcBase = window.sfdcBase || {}; if (!sfdcBase.env) window.sfdcBase.env = ({ 'www.salesforce.com': 'PROD', 'www-uat1.salesforce.com': 'UAT', 'www-uat2.salesforce.com': 'UAT', 'www-perf.salesforce.com': 'PERF', 'www-qa1.salesforce.com': 'QA', 'www-qa2.salesforce.com': 'QA', 'www-int.salesforce.com': 'INT', })[location.hostname] ?? 'PROD'; window.sfdcBase.locale="en-eu"; window.sfdcBase.chat = window.sfdcBase.chat || {}; window.sfdcBase.chat.preventChat=false; </script> <style> .sf-call { bottom: 91px; position: fixed; right: 30px; z-index: 105 } .call-btn-wrapper { display: none!important } .call-btn-wrapper a,a:active,a:focus,a:hover { text-decoration: none } @media(max-width: 767px) { .call-btn-wrapper { background-color:var(--hgf-g-blue-vibrant-50); border-radius: 50%; display: block!important; height: 60px; margin-bottom: 9px; width: 60px } .call-btn-wrapper a.btn { background-image: url(https://www.salesforce.com/etc/clientlibs/sfdc-www/clientlibs_www_livechat/img/call-icon.svg); background-position: 50%; background-repeat: no-repeat; border: none; cursor: pointer; display: block; height: 100%; touch-action: manipulation; width: 100% } } </style> <div class="sf-call"> <div class="call-btn-wrapper"> <a class="btn" href="tel:00800%207253%203333" aria-label="Call Us"></a> </div> </div> <script defer src="https://a.sfdcstatic.com/digital/xsf/components/v1-stable/chat.js"></script> <link rel="stylesheet" type="text/css" href="/jnmYwLhDSrvFsn4x7w/hp/b1c9Ki4/DHdjC/Xt1VSFY"> <script src="/jnmYwLhDSrvFsn4x7w/hp/b1c9Ki4/fm0SA/nIfM04o" async defer></script> <div id="sec-overlay" style="display:none;"> <div id="sec-container"> </div> </div></body> </html>

CINXE.COM

B2B Marketing Basics - Salesforce