Some characteristics of B2B marketing are:
- B2B marketing focuses on organizational buyers so buying decisions are based on business requirements.
- It involves multiple decision makers so purchases are evaluated by buying committees rather than individuals.
- It emphasizes long-term relationships so repeat business and partnerships become important.
- It deals with larger order volumes so transactions are higher in value and scale.
- It follows formal buying procedures so purchases require approvals and documented processes.
- It targets derived demand so buying decisions depend on demand in the consumer market.