Sales decisions in B2B marketing take much longer than in B2C. The customer wants to get to know you, to understand your business. And unlike in B2C, where a bad purchase decision is quickly forgotten, this can have a much more detrimental effect for B2B.

So it is important for marketers to reflect this in their social media and content marketing strategy. What customers want is information  Not only about this product or that service. They want to understand the business, the people behind it, their experience, know how and expertise and how it is relevant to them or even how it can help grow their own business. Or in other words, they want to build up a long term relationship. Something to keep in mind when deciding what to publish and where.