B2B (Business-to-Business)

B2B describes transactions where the customer is another business, not an end consumer. Broadcast media is definitionally B2B on the sell side: a radio station sells inventory to an advertiser, which is another business. The advertiser may be selling a consumer product (B2C at the next link), but the radio-to-advertiser transaction itself is B2B, with all the longer sales cycles, multi-stakeholder buying processes, and relationship-driven dynamics that B2B entails.

This matters because B2B and B2C sales and marketing play by fundamentally different rules. B2B has smaller addressable audiences, higher deal sizes, longer cycles, account-based targeting, and trust-centric messaging. Broadcast sales teams that mix up their B2B motions with consumer-marketing instincts (mass outreach, generic messaging, transactional pricing) consistently underperform organisations that treat advertiser sales as the B2B discipline it actually is.