B2B

Also called Business to Business

Business to business: selling products or services to other companies rather than to individual consumers. Enterprise software, tools, and services are typically B2B.

Why it matters

B2B and B2C demand very different playbooks, longer sales cycles and rational buyers versus emotional, high-volume consumer decisions. Knowing which you are shapes your product, pricing, marketing, and sales from day one.

For example

A company selling HR software to other companies is B2B, with a longer sales cycle and rational buyers rather than impulse purchases.

Go deeper

Scaling Your B2B Growth Engine Lenny's Newsletter · article How B2B growth works past the first customers, the channels and motions that actually scale a business-to-business company. Open lennysnewsletter.com →

Related terms

Also in Starting Up

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

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