The B2B market - what characterises it, how should you operate in it and what is B2B advertising?
Dla biznesu Reklama
1 September 2025
What does B2B mean? The acronym often comes up in the context of discussions about business relationships or transactions. Business-to-business (B2B) is an ever-evolving area of the market that touches on both the strict operations of companies and their marketing. What is B2B and what do you need to know about it? What does it look like advertisement B2B? Read on!
B2B marketplace - what is it?
What is a B2B marketplace? It stands for business-to-business. It is the opposite of the B2C phenomenon, or business-to-consumer. In the case of B2B, it is about the relationship between business entities, i.e., for example, the cooperation of two companies.
Demonstrating this with the example of InPost, the B2B relationship is our interaction with online shops when we sign a contract for fulfilment or for just delivering parcels to customers.
B2C, on the other hand, is the relationship between a company and an individual customer. In our case, this would be the provision of services to people sending parcels privately, e.g. via InPost Mobile.
Business-to-business transactions often involve relationships between wholesalers, suppliers or service providers. They usually involve one company supplying another with raw materials for the production of some goods. Sometimes contracts involve the supply of technology necessary for the operations of a particular business.
Types of B2B markets
You probably no longer have any doubts about what B2B is. It is worth considering the popular types of marketplaces for business-to-business collaboration.
- Material and raw material market - involves companies using suppliers of particular components for goods. Clothing brands, for example, buy fabrics from companies importing those from abroad to sew clothes for their consumers.
- Training market - business is all about continuous development, which is why companies enter into partnerships with companies specialising in consultancy or employee training. In this way, they provide their team with the knowledge they need to perform even better on a day-to-day basis.
- The business services market - in almost every industry, issues such as accounting, marketing or positioning count. In order to deal with financial matters, take care of advertising activities or create audits and content, specialists are hired to offer their services in these areas. We also offer promotional campaigns for other companies.
- The real estate market - in order for a retailer to be able to trade his goods stationarily and a businessman to be able to run his office in the city centre, they need special premises. Cooperation with real estate agencies for rent for running a business is a very common phenomenon regardless of the industry.
B2B markets are characterised by diversity and allow all businesses to operate efficiently. It is through business-to-business collaborations that individual brands have a way of acquiring the necessary resources or technologies to achieve their next goals.
Sales in the B2B market
What is B2B sales? It is a commercial process that only takes place between companies, so individual customers are not involved. Typically, companies work together on a long-term basis and are therefore keen to create lasting relationships. This is particularly the case with suppliers whose materials are used in the production of other businesses' goods.
The B2B sales process takes longer than that faced by ordinary customers. Before companies sign a contract for their services, they have to agree on all the details, hold consultations or have discussions with advisers. Price negotiations are also common. The individual consumer usually purchases items without further analysis by quickly ordering them online.
In the B2B market, there are often salespeople who act as a connecting factor between different companies. Their job is to convince one company that it should use the services of another and bring about a contract between them. The salesperson then has to nurture the relationship between the two entities so that the cooperation goes well.
What should you bear in mind when operating in the B2B market?
B2B sales should be based on long-term company relationships. Both parties need to show commitment and act with integrity to build trust between them. When two companies know each other well and understand each other's needs, it is easier for them to run their own operations. Frequently changing business partners requires a lot of commitment to learn how to operate with a new brand again.
Regardless of which market segment one operates in, effective communication matters. Each party should talk openly about its needs and impressions of the cooperation in order to shape the relationship into the best possible one. You also need to be ready for change and flexible in order to adapt to new market conditions.
InPost advertising - our proposition for the B2B market
The definition of the B2B market is already very familiar to you, so it's time to familiarise yourself with what we can offer you. Entrepreneurs can benefit from our advertising services, which include:
- Wrapping of parcel machines - Your advertising material will be on the locker door wherever you want it. In this way, you will reach both shoppers picking up their orders and passers-by.
- Banners on the internet - You will also promote your products or services in the form of banner ads on our official website. Make your presence felt on the web in order to rank higher in search engine results.
- Advertisements on Parcel Machine screens - You will also reach the consumer via the screens of our machines. We will be happy to post your material on one of the three screens.
- Newsletter - You will receive information about the company via our newsletter e-mails, which we send to those registered in our large database.
- PUSH notifications - via the InPost Mobile app, you can notify its users of your activities or products.
- Banner ads - We can place banners advertising your company, product or service not only on the inpost.pl website, but also in the InPost Mobile application.
- Product sampling - place samples of your goods directly in the boxes as a gift for those receiving packages.
If you want to make a name for yourself in the minds of new customers and build a lasting relationship with existing ones, you should definitely take advantage of our advertising offer. We would be happy to provide you with details of payment or a specific model of action if you write to us via the contact form below. We look forward to seeing you with our offer!
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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