FEATURES OF ENGAGEMENT MARKETING IN B2B MARKETS

Abstract

Engagement marketing in B2B and B2C markets differs dramatically due to the specifics of decision-making and customer interaction. Unlike B2C, where decisions are often driven by emotions by end consumers, B2B processes are more rational and require the participation of a multidisciplinary team of specialists. This also leads to longer sales cycles, complex payment terms, and increased risks. Numerous studies show that successful B2B interactions require consideration of market specifics, the interrelations between participants, and long-term relationships, making the importance of studying these processes for practical application obvious.