# B2B: what it is and how it works · Zorraquino
> B2B describes commercial relationships in which a company sells products or services to another organisation.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/b2b.html

# B2B

B2B describes commercial relationships in which a company sells products or services to another organisation

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

Decisions may involve several profiles, budgets and approval processes. Communication should address usage needs and buying criteria. B2B does not mean that all cycles are long or that decisions lack emotional factors.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Communication strategy](https://www.zorraquino.com/en/dictionary/advertising/communication-strategy.html)
- [White paper](https://www.zorraquino.com/en/dictionary/branding/whitepaper.html)
- [Account-based marketing](https://www.zorraquino.com/en/dictionary/account-based-marketing)