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What Is B2B (Business-to-Business)?
Strategy & Planning
Updated 18 September 2026
Quick Answer
B2B (Business-to-Business) describes a business that sells primarily to other businesses, rather than to individual consumers — typically involving longer sales cycles and multiple decision-makers.
B2B vs. B2C — What's the Difference?
| B2B | B2C | |
|---|---|---|
| Customer | Other businesses | Individual consumers |
| Sales cycle | Usually longer, more decision-makers involved | Usually shorter, single decision-maker |
Why It Matters
- B2B marketing and sales approaches differ meaningfully from B2C — longer relationship-building and clearer ROI justification typically matter more.
- Understanding which category your business falls into shapes almost every other marketing decision.
How It Works
- A business sells products or services primarily to other companies.
- The buying decision often involves multiple people (a manager, a budget holder) rather than one individual.
- Marketing typically emphasizes ROI, reliability, and long-term relationship value.
Key Takeaways
- B2B means selling primarily to other businesses, not individual consumers.
- Sales cycles are typically longer with multiple decision-makers involved.
- Marketing approach and channels often differ meaningfully from B2C.
Frequently Asked Questions
Can a business be both B2B and B2C?
Yes — some businesses serve both individual consumers and other companies, though this usually requires distinct messaging for each.
Does B2B marketing use different channels than B2C?
Often yes — LinkedIn, direct outreach, and referrals tend to matter more for B2B; social media and broad advertising often matter more for B2C.
Is the sales cycle always longer for B2B?
Generally yes, since more people and more budget scrutiny are typically involved, though this varies by industry and price point.