Jun 5, 2024

What is B2B and how to implement a B2B communication strategy?

Before we start talking about a B2B communication strategy, first lets take a look at what it is and its differences with B2C:



The difference between B2B and B2C


B2B stands for business to business and refers to the interactions and communications between one business to another. Contrary to this, B2C, which stands for business to consumer, isn’t an interaction between two businesses, instead it’s the interaction between a business and an individual client, normally referred as consumer.  

A company who targets and sells their products or services to a business needs a completely different approach to those that sell to individual consumers. B2B communications often prioritize building and maintaining long term relationships rather than brief sales interactions like B2C. These conversations are often more intricate and complex than those with individual clients. Some of the channels used in B2B communications are industry and corporate events.


Why is a B2B communication strategy important?


A B2B communication strategy is a thought-out proposal to help companies communicate and build a relationship with their target consumers, in this case other companies interested in their products or services.

A B2B communications strategy is essential in ensuring not only an easy and clear communication process between two companies, but also helps provide credibility, transparency, and richness to these conversations.

In todays’ age a well-executed B2B communication strategy is necessary for companies that are looking to establish long term strong relationships and drive growth. With Public Relations Portugal we tailor our B2B communication strategies to the unique and dynamic markets of Portugal. Whether you are a local business trying to strengthen your strategy or an international corporation looking to expand into the Portuguese market, we can help you achieve the following goals:


  • Enhance brand visibility.
  • Expand Network.
  • Capitalize new opportunities in the market.
  • Build long-term and quality relationships with clients.


The role of B2B in public relations

The first step in a B2B public relations strategy is comprehending the business’ goals, specific environment, and the dynamics of the selling process of products/services. When we talk about PR practices within the B2B sector these are some examples:


  • Building a positive reputation.
  • Thought leadership.
  • Securing financial backing.
  • Involvement in professional organizations.
  • Crisis Management.
  • Implementing ethical business practices.


In Public Relations Portugal we understand that every B2B communication strategy demands a different response and approach depending on a company’s needs, requirements, and objectives. Our primary goal in these strategies is to boost reputation and generate demand, through an integrated communications program. These approaches will also help brands stand out in specific environments and situations, and in terms influence the right stakeholders at the right time. If you want to learn more or are interested in implementing these approaches in your business strategies, check out our services here. 




Yaxley, H. (2012). Business to Business . Em H. Yaxley, The Public Relations Strategic Toolkit (pp. 284-298). London : Routledge.

Tags: B2B, B2B Communication, communication strategy