B2B marketers generally focus on four large categories:

• Companies that use their products, like construction companies who buy sheets of steel to use in buildings
• Government agencies, the single largest target and consumer of B2B marketing
• Institutions like hospitals and schools
• Companies that turn around and resell the goods to consumers, like brokers and wholesalers

A B2B marketer can effectively put their product or service into the right hands by positioning their offering in an exciting manner, understanding the customer’s needs, and proposing the right solutions to combine the two. It is important for B2B marketers to understand their clients’ needs before implementing any marketing or advertising tactic. In consumer marketing, an effective advertisement can be blasted out over wide channels, and a percentage of consumers will be driven to buy the product.