Software providers and corporations

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What Does B2B Customer Mean?**

**B2B (Business-to-Business) customers** are companies or organizations that purchase products/services from other businesses rather than individual consumers. These transactions occur between:

- Manufacturers and wholesalers
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- Marketing agencies and client businesses
- Office suppliers and corporate clients

*Example:* When Microsoft sells Office 365 to kenya phone number list bank, the bank is a B2B customer.

## **Key Characteristics of B2B Customers**

### **1. Decision-Making Process**
- Involves multiple stakeholders (procurement, finance, end-users)
- Longer sales cycles (weeks/months)
- Requires proposals, demos, and negotiations

### **2. Purchase Motivations**
✔ **ROI-driven** - Focus on cost savings/efficiency
✔ **Strategic value** - Business growth enablement
✔ **Long-term partnerships** - Not one-time transactions

### **3. Contractual Relationships**
- Formal agreements/Master Service Agreements (MSAs)
- Volume discounts/enterprise pricing
- Ongoing support/service level agreements.