BTOB

B2B, or business-to-business commerce, describes transactions in which goods or services are sold by one business to another rather than directly to individual consumers. B2B covers a wide range of activities, including manufacturing, wholesale and distribution, professional services, software, and industrial equipment. Transactions often involve higher order values, longer sales cycles, formal procurement processes, and negotiated contracts.

In B2B markets, purchases are typically driven by multiple stakeholders, such as procurement, finance, IT, and operations. Relationships and reliability matter as much as price, with emphasis on total cost of ownership, service levels, and post-sale support. Buyers expect tailored solutions, integration with existing systems, and clear return on investment. Marketing and sales approaches often rely on account-based strategies, targeted content, and direct sales forces, supplemented by partner networks and procurement platforms.

Common revenue models include one-time licenses, recurring subscriptions, ongoing services, and contract-based arrangements. Metrics of performance include average deal size, sales cycle length, win rate, customer lifetime value, and net revenue retention. The B2B space frequently uses contractual terms, service level agreements, and performance metrics to govern relationships. Examples of B2B companies include enterprise software providers, industrial equipment manufacturers, logistics and field services, and professional services firms. Current trends in B2B include digital transformation, e-commerce enablement for business buyers, data-driven demand generation, account-based marketing, and a focus on sustainability and procurement transparency.