Ever wondered how companies sell to other companies? Dive into these real B2B examples that reveal the strategies, models, and secrets behind successful business-to-business transactions.
B2B Examples: Understanding the Core Concept
Before diving into specific cases, it’s essential to understand what B2B (Business-to-Business) truly means. Unlike B2C (Business-to-Consumer), where companies sell directly to individuals, B2B involves one business providing products or services to another. This model dominates industries like manufacturing, technology, logistics, and wholesale distribution.
What Defines a B2B Transaction?
A B2B transaction occurs when a company purchases goods or services from another company to support its operations, production, or resale. These transactions are typically larger in scale, involve longer sales cycles, and require more stakeholders than B2C deals.
- Sales are often based on contracts and long-term relationships.
- Purchasing decisions are rational and data-driven.
- Marketing focuses on ROI, efficiency, and scalability.
“B2B is not just about selling—it’s about solving business problems.” — Forbes
Why Studying B2B Examples Matters
Real-world B2B examples help entrepreneurs, marketers, and executives understand how successful companies structure their offerings, build partnerships, and scale operations. By analyzing these models, businesses can replicate best practices and avoid common pitfalls.
- They provide insight into customer acquisition strategies.
- They highlight effective pricing and packaging models.
- They showcase how technology enables scalability in B2B markets.
Top 7 B2B Examples Across Industries
Let’s explore seven powerful B2B examples from different sectors. Each case illustrates a unique approach to serving business clients, from SaaS platforms to industrial suppliers.
1. Salesforce – SaaS for Enterprise Sales Teams
Salesforce is one of the most iconic B2B examples in the software-as-a-service (SaaS) space. It provides cloud-based CRM (Customer Relationship Management) tools that help businesses manage customer interactions, track leads, and automate sales processes.
- Targets sales, marketing, and customer service departments.
- Offers tiered pricing based on features and user count.
- Integrates with hundreds of third-party apps via its AppExchange.
Salesforce’s success lies in its ability to deliver measurable ROI through improved sales productivity. According to Salesforce’s official site, over 150,000 companies use its platform globally.
2. Amazon Business – B2B E-Commerce Giant
Amazon isn’t just for consumers. Amazon Business is a dedicated B2B marketplace that allows companies to purchase office supplies, industrial equipment, and bulk inventory with business-only pricing and tax-exempt options.
- Offers business accounts with approval workflows.
- Provides detailed purchasing analytics and spending reports.
- Supports integration with procurement systems.
This is one of the fastest-growing B2B examples in e-commerce, leveraging Amazon’s logistics network and vast supplier base to serve small and large enterprises alike.
3. HubSpot – Inbound Marketing Platform
HubSpot revolutionized digital marketing with its inbound methodology. As a B2B example, it offers an all-in-one platform for marketing, sales, and customer service automation.
- Provides free tools to attract leads (e.g., blog templates, SEO analyzers).
- Converts users into paying customers through premium CRM and automation features.
- Uses content marketing extensively to educate and engage prospects.
According to HubSpot’s website, more than 200,000 customers in over 120 countries rely on its platform. Its freemium model is a textbook example of effective B2B lead generation.
4. Alibaba – Global B2B Marketplace
Alibaba is perhaps the largest B2B example in the world when it comes to cross-border trade. Founded in China, it connects manufacturers and wholesalers with businesses worldwide.
- Facilitates transactions between suppliers and buyers in over 190 countries.
- Offers trade assurance programs to build trust.
- Supports bulk ordering, custom manufacturing, and logistics coordination.
As stated on Alibaba’s homepage, millions of businesses source products ranging from electronics to raw materials through its platform. It’s a prime example of how digital marketplaces can scale B2B commerce globally.
5. Slack – Collaboration Tool for Teams
Slack started as a messaging app but evolved into a critical B2B tool for internal communication. It’s now part of Salesforce and serves as a central hub for team collaboration.
- Organizes conversations into channels by project or department.
- Integrates with tools like Google Workspace, Zoom, and GitHub.
- Offers enterprise-grade security and compliance features.
Slack’s adoption by companies like IBM, Target, and NASA makes it a standout B2B example in workplace productivity software. Its focus on reducing email overload resonates deeply with modern businesses.
6. Siemens – Industrial Automation & Energy Solutions
Siemens is a German multinational that provides advanced engineering solutions to other businesses. From smart factories to energy-efficient infrastructure, Siemens operates in high-stakes B2B environments.
- Supplies automation systems to manufacturing plants.
- Builds smart grid technologies for utility companies.
- Offers digital twin technology for predictive maintenance.
As detailed on Siemens’ corporate site, the company partners with governments, hospitals, and industrial firms to deliver mission-critical systems. This makes it one of the most complex yet impactful B2B examples in the industrial sector.
7. Shopify Plus – Enterprise E-Commerce Platform
While Shopify is known for small businesses, Shopify Plus caters specifically to large enterprises. It’s a scalable B2B solution for brands needing high-performance online stores.
- Supports B2B features like wholesale pricing and bulk ordering.
- Enables headless commerce for custom storefronts.
- Integrates with ERP and PIM systems for seamless operations.
Companies like Heinz, Gymshark, and Unilever use Shopify Plus to manage complex global sales operations. This positions it as a leading B2B example in the digital commerce space.
B2B Examples in Technology & Software
The tech industry is home to some of the most innovative B2B examples today. These companies don’t sell physical products but instead offer digital solutions that enhance business efficiency.
SaaS Business Models Explained
Software-as-a-Service (SaaS) has become the dominant model in B2B tech. Instead of selling software licenses, companies offer subscription-based access to cloud-hosted applications.
- Recurring revenue model improves financial predictability.
- Automatic updates reduce IT overhead for clients.
- Scalable pricing allows businesses to grow usage over time.
Popular B2B examples in this category include Zoom, Dropbox, and Microsoft 365—all of which have become essential tools for remote work and collaboration.
How SaaS Companies Acquire B2B Customers
Acquiring B2B customers in the SaaS world requires a mix of content marketing, product-led growth, and sales outreach.
- Free trials and freemium plans lower entry barriers.
- Detailed case studies and testimonials build credibility.
- SEO-optimized content attracts decision-makers searching for solutions.
For instance, Atlassian, the maker of Jira and Confluence, grew largely through word-of-mouth and self-service signups—proving that even complex B2B tools can scale without heavy sales teams.
Challenges in B2B SaaS Adoption
Despite their advantages, B2B SaaS platforms face several adoption challenges:
- Data security and compliance concerns (especially in healthcare and finance).
- Integration complexity with legacy systems.
- Resistance to change from internal teams.
Successful B2B examples overcome these by offering robust onboarding, dedicated support, and transparent data policies.
B2B Examples in Manufacturing & Supply Chain
Manufacturing and supply chain operations rely heavily on B2B relationships. From raw material suppliers to logistics providers, these sectors are built on intercompany collaboration.
Raw Material Suppliers as B2B Partners
Companies like Dow Chemical and BASF supply essential materials to other manufacturers. For example, a carmaker depends on steel, plastic, and rubber suppliers to build vehicles.
- Long-term contracts ensure supply stability.
- Volume discounts incentivize bulk purchases.
- Just-in-time (JIT) delivery models reduce inventory costs.
These relationships are critical in maintaining production efficiency and are classic B2B examples in industrial ecosystems.
Logistics & Freight Services in B2B
FedEx, DHL, and UPS are not just delivery companies—they are strategic B2B partners. They offer tailored logistics solutions for businesses of all sizes.
- Provide real-time tracking and delivery analytics.
- Offer warehousing and fulfillment services.
- Support international shipping with customs clearance.
For e-commerce brands and manufacturers, these services are indispensable. As noted on DHL’s business solutions page, their B2B logistics network spans over 220 countries and territories.
Procurement Platforms & Digital Sourcing
Modern procurement has gone digital. Platforms like Coupa and Jaggaer help businesses manage spending, vendor relationships, and purchasing workflows.
- Automate purchase orders and invoice processing.
- Provide spend analysis dashboards for financial control.
- Enable supplier risk assessment and performance tracking.
These tools represent the next generation of B2B examples, where AI and automation streamline traditionally manual processes.
B2B Examples in Professional Services
Not all B2B companies sell products. Many provide expertise through professional services, including consulting, legal, accounting, and marketing.
Consulting Firms as B2B Advisors
Firms like McKinsey, Boston Consulting Group (BCG), and Deloitte serve as strategic advisors to corporations and governments.
- Help clients optimize operations, enter new markets, or implement digital transformation.
- Charge based on project scope or hourly rates.
- Deliver insights through data analysis and industry research.
These are high-value B2B examples where the ‘product’ is knowledge and experience.
Marketing Agencies Serving Other Businesses
Digital marketing agencies like WebFX and Neil Patel Digital specialize in helping B2B companies grow their online presence.
- Offer SEO, PPC, content creation, and conversion rate optimization.
- Use data-driven strategies to improve client ROI.
- Often work on retainer or performance-based contracts.
Their success depends on demonstrating clear results—making them both service providers and performance partners.
Legal & Accounting Firms in B2B
Firms like PwC, KPMG, and Baker McKenzie provide essential compliance, tax, and legal services to businesses.
- Ensure regulatory adherence in complex industries.
- Support mergers, acquisitions, and corporate restructuring.
- Offer advisory services on risk management and governance.
These are foundational B2B examples that keep organizations legally sound and financially healthy.
B2B Examples in E-Commerce & Marketplaces
The rise of digital platforms has transformed traditional B2B commerce. Online marketplaces now enable seamless transactions between suppliers and buyers.
How B2B Marketplaces Work
B2B marketplaces function like B2C sites but are tailored for business needs. They allow bulk ordering, negotiated pricing, and business account management.
- Buyers can compare suppliers and read verified reviews.
- Sellers gain access to a global customer base.
- Platforms often handle payments, logistics, and dispute resolution.
Examples include ThomasNet (industrial products), Faire (wholesale goods), and Xometry (custom manufacturing).
Benefits of B2B E-Commerce Platforms
Switching from offline to online B2B sales offers numerous advantages:
- 24/7 availability increases sales opportunities.
- Automated order processing reduces errors and delays.
- Data analytics help optimize pricing and inventory.
According to a report by Statista, global B2B e-commerce sales are projected to exceed $20 trillion by 2027—highlighting the massive growth potential in this space.
Challenges in B2B Online Sales
Despite the benefits, B2B e-commerce faces hurdles:
- Complex pricing structures (volume discounts, contracts).
- Need for personalized customer experiences.
- Integration with ERP and CRM systems is often required.
Leading B2B examples like Grainger and Fastenal have addressed these by investing in custom storefronts and AI-powered recommendation engines.
Emerging Trends in B2B Examples
The B2B landscape is evolving rapidly. New technologies and changing buyer behaviors are reshaping how companies interact.
AI and Automation in B2B
Artificial intelligence is transforming B2B operations. From chatbots handling customer inquiries to predictive analytics guiding sales strategies, AI enhances efficiency.
- AI-powered CRM systems suggest next-best actions for sales reps.
- Automated invoicing and contract management reduce administrative work.
- Machine learning helps forecast demand and optimize supply chains.
Companies like Salesforce Einstein and IBM Watson are at the forefront of this trend.
Sustainability as a B2B Differentiator
More businesses are prioritizing sustainability in their procurement decisions. This has led to a rise in eco-friendly B2B examples.
- Suppliers with green certifications gain competitive advantage.
- Carbon footprint tracking is becoming a standard feature.
- Companies like Interface (modular flooring) build their brand around sustainability.
As per McKinsey, 70% of B2B buyers consider sustainability when making purchasing decisions.
The Rise of Hybrid B2B-B2C Models
Some companies now serve both businesses and consumers. For example, Adobe sells Creative Cloud to individuals (B2C) and enterprises (B2B) with different licensing models.
- Allows brands to maximize market reach.
- Requires distinct marketing and pricing strategies.
- Demands flexible product architecture.
This hybrid approach is becoming more common, especially in software and media industries.
How to Learn from B2B Examples
Studying successful B2B examples isn’t just about admiration—it’s about extracting actionable insights.
Analyze Their Customer Journey
Map out how each company attracts, converts, and retains business clients.
- What channels do they use for lead generation?
- How do they nurture prospects through the sales funnel?
- What onboarding and support do they offer post-sale?
For instance, HubSpot uses a content-rich blog to attract marketers, then converts them with free tools and demos.
Study Their Pricing Strategy
Pricing is a critical component of any B2B model.
- Do they use tiered pricing, usage-based billing, or flat fees?
- Are there discounts for annual commitments?
- How do they communicate value versus cost?
SaaS companies often publish pricing online, making it easier to benchmark and learn from them.
Examine Their Go-to-Market Approach
How a company enters the market determines its early success.
- Do they rely on inbound marketing, outbound sales, or partnerships?
- Are they targeting SMBs, mid-market, or enterprise clients?
- What messaging resonates with their audience?
Slack, for example, grew through product-led growth—letting teams adopt it organically before scaling to company-wide deployments.
What are B2B examples?
B2B examples are real-world cases where one business sells products or services to another. Common examples include software companies like Salesforce, industrial suppliers like Siemens, and marketplaces like Alibaba.
What is the difference between B2B and B2C examples?
B2B examples involve transactions between businesses, often with longer sales cycles and higher order values. B2C examples involve direct sales to consumers, focusing on emotional appeal and quick purchases.
Which B2B examples are best for startups to study?
Startups should study scalable B2B examples like HubSpot (content marketing), Slack (product-led growth), and Shopify Plus (enterprise e-commerce) to understand modern go-to-market strategies.
How do B2B examples use digital marketing?
Top B2B examples use SEO, content marketing, LinkedIn advertising, and email nurturing to reach decision-makers. They focus on providing value through educational content and case studies.
Can a company be both B2B and B2C?
Yes, many companies operate in both spaces. For example, Adobe sells to individual creatives (B2C) and large enterprises (B2B), using different pricing and distribution models for each.
Understanding B2B examples is crucial for anyone looking to build or grow a business-to-business company. From tech platforms to industrial suppliers, these cases reveal the strategies behind successful partnerships, sales models, and customer relationships. By studying real-world leaders like Salesforce, Amazon Business, and Alibaba, businesses can adopt proven tactics in marketing, pricing, and digital transformation. As AI, sustainability, and e-commerce continue to reshape the landscape, staying informed through concrete B2B examples will be key to long-term success.
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