Why There Is No Such Thing As The "B2B Industry"
Channel: Daniel Rosehill
Date: 2022-01-24

I've heard many clients recently talking about how to benchmark their marketing efforts against what other players are doing in the "B2B industry." This doesn't make sense because B2B refers to a selling methodology rather than an industry, which Investopedia defines as a collection of companies by a common business activity. 

The B2B/B2C/B2G (etc) distinction has some import for marketing and sales. But the terms have also become abused as meaningless buzzwords. This latter activity does a disservice to those trying to identify significant trends in their (actual) industry.

By: Daniel Rosehill 

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