B2B sales refer to the process of selling products or services from one business to another. Unlike B2C (business-to-consumer) sales, which focus on individual customers, B2B sales typically involve longersales cycles, higher deal values, multiple stakeholders, and complex decision-making processes.

B2B sales strategies prioritize relationship-building, ROI-driven conversations, and personalized outreach to convert high-value leads into long-term customers. The sales process is usually handled by SDRs (Sales Development Representatives), AEs (Account Executives), and AMs (Account Managers), and is often supported by marketing and customer success teams.

Examples of B2B sales:

• ​A CRM platform selling subscription plans to sales teams
• A cybersecurity company offering enterprise solutions to IT departments
• A recruiting software provider selling to HR teams in mid-market or enterprise companies