B2B - what is it? how companies sell to other businesses
What is B2B (Business to Business)?
B2B, short for Business to Business, describes a commercial model where one company sells products or services to another company. Unlike consumer-focused models, B2B transactions usually involve organisations purchasing on behalf of teams, departments, or entire businesses rather than individual buyers.
In a B2B environment, buying decisions tend to be more structured. They often involve multiple stakeholders, defined budgets, and formal approval processes. Collaboration and document sharing are frequently supported by platforms such as Microsoft 365, which help teams align throughout the sales process.
B2B relationships are typically built around long-term value. Instead of one-off purchases, companies look for partners who understand their challenges, offer reliable solutions, and support growth over time. This places trust, expertise, and clear communication at the centre of B2B sales and marketing.
The B2B model has evolved alongside digital transformation. Cloud platforms like Microsoft Azure, modern web solutions built with Angular and JavaScript, and data-driven systems now shape how organisations research suppliers and engage with vendors.
Core Components of B2B (Business to Business)
A successful B2B model is built from several interconnected components. Each element supports a different stage of the relationship between selling and buying organisations.
| B2B component | Practical role in business |
|---|---|
| Target organisations | Defines which companies and industries are addressed |
| Buyer roles | Identifies decision-makers and influencers |
| Value proposition | Explains how a solution solves business problems |
| Sales channels | Supported by CRM tools like Dynamics 365 Sales |
| Data and analytics | Insights delivered through Microsoft Power BI and Microsoft Fabric |
Content and assets are often managed centrally using tools such as Microsoft SharePoint, while workflow automation can be extended with Microsoft Power Platform and services built on .NET.
Why B2B (Business to Business) is Important in Modern Marketing
B2B plays a central role in many industries, including technology, manufacturing, logistics, and professional services. Campaign execution and communication are often supported by platforms such as dotdigital, which help manage complex customer journeys.
Modern B2B marketing focuses on education and credibility. Data platforms like Dynamics 365 Customer Insights allow teams to understand account behaviour and personalise engagement.
Sales and service alignment is increasingly enhanced by AI assistance, including Microsoft Copilot and Microsoft 365 Copilot, which support productivity across teams.
Real-World Example of B2B (Business to Business) in Action
Consider a software provider selling operational tools to mid-sized manufacturing companies. During the sales cycle, representatives rely on AI assistance from GitHub Copilot to maintain technical documentation and solution assets.
Customer-facing teams coordinate proposals and follow-ups, while service handovers are supported by solutions such as Dynamics 365 Customer Service and planning tools like Microsoft Project & Planner Premium.
How to Use B2B (Business to Business) Effectively
Effective B2B strategies rely on clear ownership and continuous improvement. AI-driven tools such as Microsoft Copilot for Sales help prioritise opportunities and improve sales focus.
Customer support processes benefit from Microsoft Copilot for Customer Service, while advanced custom scenarios can be designed using Microsoft Copilot Studio.
Related Terms & Synonyms for B2B (Business to Business)
- B2C (Business to Consumer)
- B2G (Business to Government)
- Enterprise sales
- Account-based marketing
- Intercompany trade
Visualising B2B (Business to Business)
Visual aids such as process diagrams and comparison tables help explain complex B2B journeys and stakeholder involvement across organisations.
Summary: Key Takeaways About B2B (Business to Business)
B2B describes structured sales between companies, supported by modern platforms like Dynamics 365 Contact Center and enhanced by AI features available in Dynamics 365 Copilot.
When aligned with the right technology and processes, B2B strategies enable predictable growth, strong partnerships, and long-term business value.