B-to-B (or business-to-business) marketing is how companies promote themselves and what they want to sell to potential business buyers and current customers, and their community of influencers and investors. What makes B-to-B different than consumer marketing is the complex nature of relationships and interactions that form a buying process and customer lifecycle that lasts months or years. It involves a network of individuals from buyer, seller, and even third-party partners who have different needs and interests. While b-to-b marketers have open to them all the same channels and creative options that consumer marketers do, they must use them differently to map to the culture and regulation of the markets to which they sell.

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