B2B Marketing


The Changing Face of B2B Marketing

Business-to-business marketing (or B2B marketing, as it is often called) involves the sale of one company’s product or service to another company.

Whilst it comes as no surprise that the B2B marketing ecosphere is changing, there have been some noteworthy shifts in how B2B purchasing decisions are happening, but also who is responsible for influencing them.

Google has paid particular attention to the changing landscape of B2B since 2012 and recently carried out a survey of around 3,000 B2B researchers about their research and buying habits – along with their use of digital (specifically mobile, search and video content).