B2B is shorthand for business to business. The products and services of the business are marketed to other businesses.
Examples include advertising agencies, web hosting and graphic design services, office furniture manufacturers and landlords who lease office and retail space. Business to business relationships are developed and ongoing, and the sales processes involved take longer than business-to-consumer relationships. B2B decision making may take place at more than one level.
Business-to-business transactions require planning to be successful. Such transactions rely on a company’s account management personnel to establish business client relationships. Business-to-business relationships must also be nurtured, typically through professional interactions prior to sales, for successful transactions to take place. Traditional marketing practices also help businesses connect with business clients.
A good business service aligns IT assets with the needs of a company's employees and customers and support business goals, facilitating the ability of the company to be profitable. Documenting the value that an IT department provides to the business often involves an audit of IT infrastructure processes, the creation or updating of an IT service catalog and/or the provisioning of an employee self-service portal to improve communication.
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