Is B2B marketing a niche discipline? When you consider that 80% of UK companies derive some of their income from B2B activity, then the answer should clearly be no.
In fact, B2B accounted for 44%, or £1.7tn, of UK business turnover and £21.78bn in Corporation Tax in 2019. At that time, over 50% of FTSE 350 companies were 'pure' B2B businesses and, unlike B2C, the UK enjoyed a global trade surplus in B2B activity.
Yes, B2C marketing is highly visible in comparison but that does not diminish the important role of B2B marketing in driving sustainable growth
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