About us
Powering the Global B2B Marketing Community
We believe that B2B is the engine room of economic growth, and by bringing together a global community of B2B Marketers to share intelligence, we advance the global B2B Industry
CEO at B2B Marketing
About Us
The B2B Marketing brand, founded by James Farmer and Joel Harrison in 2004, has been instrumental in shaping the B2B marketing landscape. Recognizing the untapped potential within business-to-business markets, Farmer and Harrison created a dedicated platform to address the unique challenges of B2B marketing, elevating it from a niche academic term to a recognized strategic discipline. Their work has popularized B2B marketing and driven its transformation into a sophisticated field essential to global business success.
What Is B2B Marketing?
B2B marketing involves promoting and selling products or services from one business to another. Unlike B2C marketing, which focuses on direct-to-consumer transactions, B2B marketing operates within a framework of long sales cycles, complex decision-making processes, and multi-stakeholder collaboration. Strategies in B2B marketing are tailored to meet the technical needs of business clients and often revolve around customer retention, account management, and lead generation.
Farmer and Harrison championed the strategic and technical aspects of B2B marketing, helping businesses adopt data-driven, customer-focused approaches. The B2B Marketing brand amplified best practices such as market research, content marketing, account-based marketing (ABM), and relationship-building techniques, emphasizing their importance in achieving business growth.
Our products
Our Values
Expert
We believe that in order to provide the best possible service to our clients, we need to stay at the forefront of industry trends and best practices, and to continuously learn and grow as marketing professionals.
Independent
We are the voice for the B2B industry. Our strength comes from our objectivity. We are free from proprietorial influence and believe in providing impartial data and intelligence to the global B2B marketing community.
Bold
We believe that in order to succeed in a competitive and rapidly-evolving industry, we need to be innovative, creative, and unafraid to take on new challenges.
Where We’re Located
UK
US
1325 Avenue of the Americas, 27th & 28th floor, New York, NY 10019
Tel: +1 (332) 216 1615