What Is Business Marketing?

A company uses business marketing to market and sell its products and services to another business. Read on to

learn more about how business marketing works and how to enter a career in this field.

An Overview of Business Marketing

Business marketing, also known as business-to-business marketing, occurs when a business markets and sells its

products or services to another business or organization. The businesses that purchase these products may use

them in manufacturing, to run their businesses or for resale. In consumer marketing, advertising can be broad and

interaction with customers often takes place through large retailers. Business marketing differs in that it relies on

much more personal, direct relationships between businesses.

Important Facts About Marketing Research Analysts and Marketing Specialists

Median Salary (2020) $65,810

Job Outlook (2019-2029) 18% growth

Work Environment Consulting firms, companies

Similar Occupations Advertising, promotions, and marketing managers, cost

estimators, economists, operations research analysts, public
relations specialists, statisticians, survey researchers

Source: U.S. Bureau of Labor Statistics

How Business Marketing Works

According to the American Marketing Association, an organization's marketing sales force is largely responsible for

generating and maintaining relationships with customers. Business marketers typically work closely with their

customers, so strong customer service skills take a high priority. To reach other businesses, organizations often use
business marketing channels, such as trade magazines and direct mail. According to the Business Marketing

Association, business marketers increasingly spend advertising revenue at trade shows and through electronic

media.

Starting a Career

According to the U.S. Bureau of Labor Statistics, market research analysts typically need at least a bachelor's

degree in marketing, business, statistics or a related field, although high-level positions may require a master's

degree. Getting work experience through an internship or other hands-on project can be beneficial to obtaining an

entry-level job. Several schools offer degree programs in marketing or in business administration with a marketing

concentration. The curriculum in a bachelor's degree program typically includes a set of basic business courses

covering topics like business operations, management, economics and finance plus a core of marketing classes,

such as consumer behavior, marketing research and international marketing. Courses in business statistics and

computer applications are also often included.

Necessary Employment Skills

Aspiring business marketing professionals must acquire general marketing and customer service skills. They also

must be able to match their firm's products and strengths with the needs of a target market. To ensure

profitability, business-to-business marketers also must price products and services to sell well within a given

market. Business marketing professionals have numerous additional responsibilities, which include the following:

 Making sales calls

 Maintaining and promoting a brand
 Identifying target markets
 Generating sales leads
 Executing product launches
 Creating and evaluating marketing programs

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