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Exploring the Journey into B2B


B2B…is what exactly?

Business-to-business (B2B) and business-to-consumer (B2C) marketers aim to capture the attention of two distinct audiences.

There are many similarities between these types of marketing, but how they engage their audiences is actually quite different.

First, let's define B2B and B2C marketing.


B2B does exactly what it says on the tin. It describes businesses whose customers are other businesses, and therefore all of their marketing is dedicated to the needs, interests, and challenges of customers who make purchases on behalf of an organisation – rather than for themselves.


Yep, you guessed it, B2C refers to business-to-customer marketing. It describes businesses whose customers are individuals, rather than professional buyers – it’s the advertising and marketing you see every day. Therefore, all of the businesses' marketing is dedicated to the needs, interests, and challenges people tackle in their day to day lives.

So, why B2B?

During our B2B Career Adventure series, alongside the B2B Council we’ll explore why B2B marketing can be creative, challenging and meaningful.

Here’s why;

  • You’ll invest in business relationships.

B2B relationships are long-term. B2B brands spend more time, money and effort building relationships with their customers. This means you’ll establish lasting, rewarding relationships with your customers.

  • You’ll become an expert in just about everything.

Working with fellow marketers and business owners can be an amazing learning experience. You’ll gain an inside perspective of how businesses operate, their overall goals and the specific market challenges of each customer’s industry. And, you’ll get first-hand experience of how brands are built.

  • It’s fast-paced.

B2B marketing is dynamic, diverse and different and you’ll learn new things every single day.

  • Storytelling will become second nature.

Combining emotion and context, storytelling helps relate a product to an audiences’ real-world experiences.

  • It’s forward-thinking.

    By their very nature, those working in B2B need to stay a few steps ahead of the game (and the competition.)

Breaking into B2B

People looking for a career in B2B need to be tenacious, dynamic, competitive, resilient, and have excellent communication skills.

B2B is a vibrant and energetic sector, and it continues to transform itself with the times by adopting innovative digital capabilities.

We’re here to help you start your B2B career adventure – our upcoming interviews with people from all over the industry will help paint a picture of what it’s really like to work in B2B.

Up next, we’re exploring how to break into the B2B industry, showing off some stellar examples of B2B work, and interviewing some B2B greats.

Explore the journey into B2B

Find out how to break into B2B

Best of the best in B2B

Hear from some B2B experts

Hear more from the DMA

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