Business-to-business (B2B) online marketing is the strategic use of digital channels and networking capabilities to reach, serve, and engage other organizations. This includes the use of dedicated B2B websites, targeted email, online product catalogs, e-procurement networks, and social media (such as LinkedIn).
The primary goal of B2B online marketing is to generate quality business leads, serve current customers more effectively (through self-service portals), and achieve greater speed and better prices when buying and selling. Digital tools allow B2B companies to reduce transaction costs, personalize communications, and provide rich technical and product information to the sophisticated buying center.
