B2B differs from B2C (business-to-consumer) or C2C (consumer-to-consumer) commerce in the need to align corporate, divisional, and product/service brands, and mainly involves larger scale transactions. The revenue source of B2B industry may include trade shows and events, print advertising, digital advertising, as well as data and business information. The market for the entire B2B media, business and company information is projected to grow to over 83.8 billion U.S. dollars by 2020, from 75.6 million estimated for 2016. As of that year, the the market leader board included names such as Dun & Bradstreet, LinkedIn, Acxiom, Infogroup, and Equifax.
In a 2017 survey, leading marketing priorities for B2B marketers included, lead generation, revenue/ROI, and brand awareness. Five percent of respondents stated that they allocated around 34 percent of their company’s revenues to marketing. Some of the most effective B2B lead generation tactics employed by B2B marketers are through the use of e-mails, search optimization and marketing, content marketing, live events, as well as through the use of social media, print and retargeting.
Facebook, LinkedIn, Twitter, YouTube, Instagram, Pinterest, and Snapchat are the most popular social media platforms used by B2B marketers worldwide. According to a 2016 survey, social promotion was the most frequently used paid method of content promotion as part of the marketing efforts of B2B organizations. The most common content marketing types produced by B2B companies are blogs, videos, whitepapers, presentations, and webinars. Some of the biggest B2B content marketing challenges include the ability to produce engaging content, measuring content effectiveness, producing content consistently, as well as a lack of available budget.