sales
B2B (Business-to-Business)
Selling to businesses rather than individual consumers. Longer cycles, larger deals, fewer customers.
Definition
B2B (Business-to-Business) describes companies that sell to other businesses - software for finance teams, consulting for marketing departments, equipment for manufacturers. Characteristics: longer sales cycles (weeks to months), larger deal sizes ($1K-$100K+), smaller customer base (hundreds, not millions), multiple decision-makers per deal, relationship-driven sales. Contrasts with B2C (selling to individuals). For service businesses, B2B is typically the higher-value path - larger deals, recurring relationships, more sophisticated buyers.
In your business
- →B2B sales need defined ICP and qualification - mass-market tactics waste effort
- →Plan for multi-stakeholder deals - the buyer, the user, the budget owner are often different people
- →B2B retention is gold - existing customers expand at 5-10x the conversion rate of new prospects