B2B marketing can be a bit trickier than B2C marketing since it has some special characteristics that include: More complicated purchasing process: there needs to be approvals and internal reviewing processes before a company decides to purchase a service or product. Logical purchasing: in B2B purchases, all the different variables of costs and benefits are being thoroughly analyzed by the company's team. This means B2B marketers need to prove their service or product is better based on the buyers extensive study of advantages and drawbacks. More complex and technical products: in B2B the deep technical aspects of the product or service are hugely important, unlike in the B2C industries. Much fewer buyers than sellers: since the B2B industry is so specialized, there tends to be less buyers than sellers which makes the competition for customers even more fierce.