B2B communications: the buying group may have decided before they ever talk to you
By the time a B2B buyer sits down with a supplier’s rep, they may have already narrowed their options. The real competition happens before that meeting: in the article they read, in the search results and in conversations at the trade show.
What is B2B communications?
B2B communications is the communication that companies selling products or services to other businesses carry out to build awareness, trust and preference among specialist audiences such as manufacturers, architects, engineers, procurement teams, dealers and decision-makers. Its main tools are trade media, thought leadership content, trade shows and executive visibility.
How do B2B buyers spend their time?
- Researching independently online%27
- Meeting with the buying group internally%22
- Researching independently offline%18
- Meeting with potential suppliers%17
- Other%16
According to Gartner’s B2B buying research, buying groups spend only 17% of their total time meeting with potential suppliers. When several suppliers are being considered, the share for any single supplier is even smaller.[1]
What happens outside the 17% spent with suppliers?
For the rest of the time, buyers read, compare and debate with their own teams. At this stage, an interview in a trade magazine, a technical report or a project an executive presents on a panel can influence who makes the supplier shortlist.
According to the 2024 Edelman–LinkedIn study, 95% of business customers are not actively looking for a product or service at any given time.[2] In the same study, 75% of decision-makers say a piece of thought leadership content led them to research a product or service they had not previously considered.[3] The job of B2B communications is to make sure the company is already known the moment a buyer returns to the market.
How do decision-makers view thought leadership content?
How B2B and consumer communications differ
| Heading | B2B communications | Consumer communications |
|---|---|---|
| Decision | A buying group of several people | Mostly individual |
| Timeframe | Evaluation that can take months | Can be short and impulsive |
| Channel | Trade media, trade shows, expert platforms, LinkedIn | Mainstream media, social media, retail |
| Content | Technical data, case studies, cost and risk information | Benefit, emotion, price |
| Spokesperson | Engineer, executive, expert | Brand ambassador, celebrity, user |
Scope of our B2B communications service
What we do
- Trade Media and Publication Strategy
- Trade Show and Event Communications
- Technical Content and Case Study Production
- Dealer and Business Partner Communications
- Decision-Maker Visibility
What you get
- Recognition as an industry authority
- A foundation of trust that shortens the sales cycle
- Interest from high-quality business partners
Metrics we track in B2B communications
B2B Communications: frequently asked questions
What is B2B PR?
B2B PR is the public relations work that helps companies selling to other businesses build trust and preference among decision-makers through trade media, thought leadership content, trade shows and executive visibility.
Which channels matter most in B2B communications?
The key channels are trade magazines and news sites, trade shows and conferences, professional networks such as LinkedIn, technical reports and case studies, and executive panels and interviews.
How much time do B2B buyers spend with suppliers?
According to Gartner research, B2B buying groups spend about 17% of the total buying process meeting with potential suppliers; most of the time goes to independent research and internal meetings.
How does B2B communications contribute to sales?
It does not sell directly; it ensures the company is known and seen as a trusted source while buyers are evaluating options. In the 2024 Edelman–LinkedIn study, 73% of decision-makers find thought leadership content more trustworthy than marketing materials.
Does PR work for industrial and technical companies?
Yes. Because decisions on technical products involve long processes and many people, regular visibility in trade publications and positioning in-house experts as spokespeople are especially effective.
Go deeper
Resources
- Gartner, The B2B Buying Journey (2017–2024). Gartner 2017 Digital B2B Buyer Survey, 750 B2B buyers. View source ↗
- Edelman and LinkedIn, 2024 B2B Thought Leadership Impact Report (2024). Approximately 3,500 executive-level professionals across 7 countries. View source ↗
- Ragan Communications, Edelman and LinkedIn report: the impact of thought leadership (2024). The report’s findings on decision-makers. View source ↗
Figures are cited from the sources listed. Charts labeled “Working model” are not external research data; they reflect Brandworks’ project planning model.
Selected B2B Communications projects.
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