Glossary · Leads and conversion
B2B
Commercial activity in which the primary buyer is another business or organization rather than an individual consumer.
Also called: business-to-business
Definition
Business-to-business work serves organizational buyers whose decisions may involve multiple roles, longer evaluation, procurement, technical questions, and proof tied to operational or financial outcomes.
Why it matters
B2B websites and lead paths often need deeper explanation, qualification, evidence, and handoff than a simple consumer purchase path.
Common misunderstanding
B2B does not automatically mean enterprise, national, or impersonal; many local professional and trade businesses sell to other businesses.
Related terms
Related system family: Measurement & Search Signals
Sources
- E-Stats glossary: business-to-business (opens in a new tab) · United States Census Bureau
Last reviewed July 16, 2026