B2B is an acronym for “business-to-business,” meaning businesses market products and services to other companies as opposed to the consumer segment. B2B marketing means “business to business marketing” or selling products or services from one business to another business.

Examples of B2B Marketing Companies

Here are a few examples of B2B companies:

  • An accounting firm that works with corporate accounts
  • A commercial real estate company
  • A commercial print shop 

Elements of a B2B Marketing Plan

A Business-to-Business (B2B) marketing plan is a strategic document outlining the marketing goals and strategies for a business that sells products or services to other businesses. The components of a B2B marketing plan typically include:

Executive Summary

Briefly summarizes the key points of the entire marketing plan, including business objectives, target market, and major initiatives.

Business Overview

Provide an overview of the company, its mission, vision, values, and key differentiators in the market.

Market Analysis

Analyze the industry and market conditions, including trends, opportunities, and threats. This section may include a competitive analysis to understand the positioning of the company relative to competitors.

Target Market and Buyer Personas

Define the specific businesses or industries the company is targeting. This may include creating detailed buyer personas to understand the characteristics, needs, and challenges of the target audience.

Marketing Objectives

State measurable goals the marketing plan aims to achieve. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).

Positioning and Value Proposition

Articulate how the company wants to be perceived in the market and communicates its unique value proposition—what sets it apart from competitors.

Product or Service Description

Provide detailed information about the products or services offered, highlighting key features and benefits relevant to the target audience.

Marketing Strategies

Outline high-level approaches and tactics the business will use to achieve its marketing objectives. This may include content marketing, digital marketing, events, trade shows, partnerships, and other channels.

Sales and Distribution Channels

Describe the channels through which the company’s products or services will be sold and distributed to businesses. This could include direct sales, partnerships, distributors, and online sales.


Set the budget allocations to different marketing activities. This helps ensure that resources are allocated effectively and in alignment with strategic priorities.

Timeline and Milestones

Break down the B2B marketing plan into a timeline with key milestones and deadlines. This helps in tracking progress and staying on schedule.

Metrics and Measurement

Identify the key performance indicators (KPIs) that will be used to measure the success of marketing initiatives. This includes metrics such as lead generation, conversion rates, customer acquisition cost, and customer lifetime value.

Implementation Plan

Detail how the marketing strategies will be implemented, including responsibilities, timelines, and any specific action plans for each marketing initiative.

Monitoring and Adjustment

Outline how the plan will be monitored and evaluated regularly. In addition, include how you plan to address issues that arise from performance data.

By including these elements in a B2B marketing plan, businesses can create a comprehensive and strategic roadmap for reaching and engaging their target audience, ultimately driving growth and success in the B2B marketplace.

Tactical Ideas for B2B Marketing

Marketers should use a variety of strategies to reach decision makers in the B2B space. The most effective approach is considering those that cater to your specific needs and target audience.

Examples of B2B Marketing Tactics

Regardless of your combination of methods or approaches, an intentional approach to B2B marketing is key to success. That can mean taking these steps in this order:

  • Develop a vision
  • Define your target market
  • Identifying marketing tactics and channels
  • Launch your campaign

Success of any B2B marketing campaign hinges on knowing the frustrations and goals and of their target audience. Cost savings and ROI are usually the primary motivators in this context. However, these drivers come with unique set of challenges. B2B marketing speaks to the impact on the bottom line. That means marketing teams need to concisely and authentically communicate value to the decision maker.