B2B sales (Business-to-Business) is the process of exchanging goods or services between companies. For example, Company A may sell equipment to Company B, which uses it in its manufacturing activities. B2B sales differ from B2C in that, in the former, the buyer is another company, not the end consumer.
Why are B2B sales important for the economy? The answer is simple – nearly all large enterprises and industries rely on the supply of goods and services from other companies.
Features of B2B sales
In this case, the decision-making process and closing of deals differ from traditional B2C scenarios. Let's examine the main features of this market.
Long sales cycle
In B2B sales, the process is longer than in B2C. For example, a company supplying software for process automation may negotiate with a large corporation for several months.
Multi-level Decision Making
The agreement to purchase is often not made by a single person. For example, a company selling security systems for large facilities may face situations where decisions regarding corporate purchases are made by managers from multiple departments.
High transaction value
B2B sales are often associated with large sums of money. For example, a company selling industrial equipment may close deals worth millions.
Personalized approach and customized offers
In this type of sales, personalized conditions are often used. For example, a company providing digital marketing services may offer various promotional strategies. This indicates that the B2B market is multifunctional.
Use of CRM systems and analytics
CRM systems help organize work with corporate clients, track the stages of deals, and analyze data. For example, a company selling software can use a CRM system to manage requests, proposals, and monitor interactions with each client. Using user analytics helps the company understand which channels attract more leads and optimize spending.
Types of B2B sales
This process of exchanging goods includes several models, each of which meets the needs of businesses. The main types are:
➤ Wholesale sales – supplying large batches of goods for further resale.
➤ Corporate services – IT, consulting, B2B marketing, SaaS.
➤ Manufacturing chains – supplying components.
➤ Franchising – for example, selling a franchise in the restaurant business. This allows you to start your own business, relying on a proven B2B model.
➤ Outsourcing and BPO (Business Process Outsourcing) – transferring business processes to other organizations.
Each of these types of B2B sales has its own specifics and requires a different approach.
Key B2B sales strategies
To make B2B sales techniques successful, different strategies must be applied. One of these is Outbound Sales — direct contact with potential clients through cold calls, email campaigns, and other communication methods.
An important strategy is Inbound Sales. It attracts clients through useful content. Lead generation helps identify interested individuals and initiate dialogue with them.
With social selling or sales through LinkedIn, Facebook, and Twitter, the focus is on building trust and interacting with potential clients through content.
For large companies, the Account-Based Marketing (ABM) strategy is applied. It implies a personalized approach to each client.
Equally important is the automation of sales using CRM systems, which simplify and speed up the interaction stages.
Key stages of B2B sales
The B2B sales process consists of several key stages. Let's take a closer look.
Client search (Lead Generation)
At this stage, the company tries to identify potential clients. Lead generation can include both active methods (such as cold calls — Outbound Sales) and passive methods (SEO, marketing automation, LinkedIn Marketing). A company involved in SaaS sales uses LinkedIn to find clients by offering free trial versions of its software. It also organizes email outreach.
Lead qualification – identifying potentially profitable clients
It is important to understand whether the client meets the criteria of the ideal buyer (for example, the Value Proposition), and also determine if there is a genuine need for the offer. The use of ABM (Account-Based Marketing) allows for a personalized approach.
Negotiations and proposal presentation
The product or service demonstration should be clear. It is important to use business communication effectively. For example, a company conducting sales via webinars can present real case studies during the presentation, allowing potential clients to assess the product's effectiveness.
Agreement on terms
At this stage, it is important to clarify all the details of the future collaboration. The main focus is on discussing the terms and conditions.
Contract signing
It is essential to properly handle all legal documents at this stage. Various electronic platforms can be used for collaboration and contract management.
Customer support and development (customer success)
Closing the deal is not the end of the client journey. An important step is providing ongoing support to the customer. This is where Customer Success comes into play. For example, a company providing B2B Lead Generation solutions actively works with clients after the deal is closed, offering them support and consulting services.
Channels for customer acquisition in B2B
There are many methods and tools that can be used for this. However, there are key channels. Among them:
➤ SEO and content marketing (blogs, webinars, e-books). Through high-quality photos and videos, you can not only increase visibility in search engines but also generate warm leads. For example, a company offering web design services for B2B runs a blog. Through webinars and e-books, it educates clients. This helps attract warm leads interested in the services.
➤ Targeted advertising on LinkedIn, Facebook, Google Ads. It allows you to set up ads for a very narrow target audience. This is an example of PPC advertising, where the advertiser pays for each click. These channels are ideal for finding both cold calls and warm leads.
➤ Email marketing and automated sales funnels. The first allows you to stay in touch with all clients. And with sales funnels, you can create a sequence of email newsletters.
➤ Exhibitions and conferences. These are excellent opportunities for B2B event marketing to showcase offerings to potential clients.
➤ Affiliate programs and referral marketing. These channels can significantly accelerate lead generation. For example, a company focused on customer retention for businesses launches a program where existing clients receive bonuses for bringing in new ones without spending on advertising.
➤ Sales analytics and end-to-end analytics. A company using Google Ads for B2B analyzes its ad performance to understand what delivers the best results.
It’s important not only to attract attention but also to manage long-term relationships with clients effectively.
Tools for B2B sales
It is important to use the right steps to improve the efficiency of processes, from lead generation to closing deals.
CRM Systems (HubSpot, Salesforce, Pipedrive) — deal management. With CRM systems, you can improve customer retention, increase LTV (Lifetime Value), and speed up the deal process.
| Example: A company specializing in SaaS marketing uses HubSpot to manage customer relationships. This helps track all stages of the sales process. |
Lead Generation (LinkedIn Sales Navigator, Apollo.io)
LinkedIn Sales Navigator is a powerful tool for searching and segmenting business contacts on LinkedIn. It helps find decision-makers within a company and send them personalized messages. Apollo.io also provides access to a database of contacts.
| Example: A company offering digital sales consulting uses Apollo.io to find new contacts within large companies. In combination with LinkedIn Sales Navigator (LSN), it allows them to identify buyer personas and precisely tailor their strategy. |
Email automation (Mailchimp, Outreach.io)
Mailchimp allows creating personalized email campaigns, managing subscribers, and tracking results, while Outreach.io provides capabilities for automating cold outreach processes and interacting with potential clients.
| Example: The store implemented Mailchimp based on their previous purchases, which increased repeat orders. |
Web Analytics (Google Analytics, Semrush, Ahrefs)
This tool helps B2B companies track user behavior on their website. Google Analytics provides detailed data on traffic, sources, while Semrush and Ahrefs allow for analyzing competitor websites and SEO strategies.
| Example: A company specializing in digital sales uses Google Analytics to analyze which pages attract the most traffic. This allows them to optimize, for instance, B2B content and improve conversion rates. |
Presentations and video demonstrations (Loom, Canva, Google Slides)
This is an important part of B2B sales that helps showcase the value of a solution. Loom allows you to record video reviews, while Canva and Google Slides help create visual presentations.
| Example: A company engaged in SaaS marketing uses Loom to record personalized video presentations, which accelerate the decision-making process. |
Mistakes in B2B
Sales Many companies make moves that can lead to losses. Some of these include:
➤ Ignoring the personalization of offers. For example, a company offering process automation solutions sends a standard commercial offer to all clients without considering their individual needs.
➤ Another common mistake is insufficient attention to the real problems of the buyer. A business that does not understand the client's "pain" is bound to fail. For example, a company that handles lead nurturing does not take individual characteristics into account. Instead, it offers a universal proposal.
➤ Too aggressive sales methods, such as constant calls or intrusive approaches, can lead to a loss of trust. For example, a manager calls several times a day and insists on something. Handling objections is crucial for successful cooperation.
➤ The lack of analytics and automation is a critical mistake. Without a clear understanding of which channels bring the most PQL (Product Qualified Leads), it is difficult to achieve growth. For example, a company selling UX in B2B does not use analytics. As a result, it does not understand what generates the most interest. Without big data in sales, achieving good results is impossible.
To ensure the B2B market operates successfully, these mistakes must be eliminated.
B2B sales trends in 2024
Let's explore the main directions that have defined B2B sales.
Artificial intelligence in sales
AI is helping not only with automation but also with data analysis, improving offer personalization, and sales forecasting. For example, if a company offering financial solutions for B2B uses AI, it enables them to find the most relevant responses.
Use of chatbots and automated solutions
An important aspect is the integration of chatbots into B2B sales, which accelerates the interaction process with customers and reduces costs. For instance, if a company engaged in B2B e-commerce implements a chatbot that automatically answers questions, it will increase the response speed.
Development of voice search and voice commands in B2B
The acceleration of voice search technologies allows companies to interact more easily with customers and gather information about their queries.
Microtargeting and hyper-personalization
The more precise and personalized the offer, the higher the likelihood of a successful deal. Using targeting in Facebook Ads for B2B allows companies to tailor their ads to the right audience. For example, a company offering a SaaS platform uses targeting in LinkedIn to promote its solutions among large enterprises.
Growth of SaaS platforms and subscription models
These business models provide clients with flexibility and opportunities for long-term relationships. At the same time, they require careful budgeting and planning for B2B projects. For example, a company offering API integrations launches a subscription model, allowing clients to use its solutions on flexible terms. This contributes to an increase in LTV (Lifetime Value) and customer retention.
So, what is B2B? It is not just a process of exchanging goods or services, but a complex solution for businesses, a vast strategy that includes data analysis, long-term customer relationships, and a personalized approach.
Establishing trust and maintaining constant communication with business partners lay the foundation for repeat deals and growth. The implementation of new technologies, such as CRM systems, as well as personalized offers and AI, helps retain customers.
