Ever wondered how companies sell to other companies? Dive into these real B2B examples that reveal the secrets behind successful business-to-business strategies.
B2B Examples: Understanding the Core Concept
Business-to-business (B2B) refers to transactions between companies, such as a manufacturer selling to a wholesaler or a software provider offering tools to enterprises. Unlike B2C (business-to-consumer), B2B focuses on solving complex organizational problems, often involving longer sales cycles, multiple decision-makers, and higher transaction values.
What Defines a B2B Model?
The B2B model thrives on relationships, value propositions, and scalability. It’s not about flashy ads or emotional appeals but about efficiency, ROI, and long-term partnerships. Companies in this space often sell products or services that help other businesses operate better, grow faster, or reduce costs.
- Sales are typically contract-based and recurring.
- Decision-making involves procurement teams, C-suite executives, and technical evaluators.
- Marketing emphasizes thought leadership, case studies, and data-driven results.
“B2B is not just selling—it’s consultative problem-solving.” — Forbes Insights
Key Differences Between B2B and B2C
While both models aim to generate revenue, their approaches differ significantly. B2C targets individual consumers with emotional triggers and quick conversions, while B2B targets organizations with logical, evidence-based messaging.
- B2B sales cycles can last months or even years; B2C often closes in minutes.
- B2B pricing is often customized; B2C pricing is usually fixed.
- B2B marketing relies on LinkedIn, whitepapers, and webinars; B2C leans on Instagram, TikTok, and influencer campaigns.
Top 7 B2B Examples That Redefined Industries
These B2B examples showcase how innovation, strategy, and customer-centric models can transform entire sectors. From cloud computing to industrial manufacturing, these companies set the gold standard for B2B excellence.
1. Salesforce: Revolutionizing CRM for Enterprises
Salesforce is a textbook example of a B2B SaaS (Software as a Service) company. It provides cloud-based customer relationship management (CRM) tools that help businesses manage sales, marketing, and customer service operations.
- Offers scalable solutions for startups to Fortune 500 companies.
- Uses a subscription-based model with tiered pricing.
- Leverages AI through Einstein Analytics to enhance decision-making.
Salesforce’s success lies in its ecosystem. Through its AppExchange, third-party developers create integrations, making the platform indispensable. According to Salesforce’s official site, over 150,000 companies use its platform globally.
2. Amazon Web Services (AWS): Powering the Digital Backbone
AWS is the world’s leading cloud computing platform, serving as the infrastructure backbone for countless businesses. From Netflix to NASA, AWS provides scalable, secure, and reliable cloud services.
- Offers over 200 fully featured services, including computing, storage, and machine learning.
- Operates on a pay-as-you-go model, ideal for cost optimization.
- Supports hybrid and multi-cloud environments for enterprise flexibility.
AWS dominates the market with a 32% share, according to Gartner’s 2023 report. Its B2B model thrives on reliability, global reach, and continuous innovation—key traits every B2B player should emulate.
3. HubSpot: Inbound Marketing Mastery
HubSpot transformed how B2B companies attract, engage, and delight customers. Its inbound methodology focuses on creating valuable content to pull prospects in, rather than pushing ads out.
- Provides an all-in-one platform for marketing, sales, and service.
- Offers free tools and certifications to build trust and authority.
- Uses a freemium model to convert users into paying customers.
HubSpot’s educational content—blogs, webinars, and certifications—has made it a thought leader. As stated on HubSpot’s website, over 200,000 customers in 120+ countries rely on its tools.
4. Siemens: Industrial Automation and Smart Infrastructure
Siemens is a global powerhouse in industrial manufacturing and digitalization. It provides B2B solutions in energy, healthcare, and automation, helping factories become smarter and more efficient.
- Offers digital twin technology for real-time process simulation.
- Provides IoT-enabled machinery for predictive maintenance.
- Partners with governments and enterprises on smart city projects.
Siemens’ B2B model is built on long-term contracts and deep technical integration. Its collaboration with BMW on smart factory solutions is a prime example of how B2B partnerships drive innovation.
5. Slack: Redefining Workplace Communication
Before Slack, workplace communication was fragmented across emails, chats, and file-sharing platforms. Slack unified everything into one collaborative workspace.
- Integrates with tools like Google Workspace, Zoom, and Salesforce.
- Offers enterprise-grade security and compliance features.
- Uses a bottom-up adoption strategy—teams adopt it first, then scale company-wide.
Slack’s B2B success came from solving a universal pain point: inefficient communication. Acquired by Salesforce for $27.7 billion, Slack remains a critical part of enterprise workflows. Learn more at slack.com.
6. Shopify Plus: E-commerce Infrastructure for Enterprises
While Shopify is known for small businesses, Shopify Plus caters to high-volume B2B brands like Heinz and Nestlé. It offers scalable e-commerce solutions with custom workflows and API integrations.
- Supports B2B-specific features like bulk ordering and custom pricing.
- Enables headless commerce for advanced customization.
- Provides 24/7 dedicated support for enterprise clients.
Shopify Plus exemplifies how a B2C platform can expand into B2B by addressing enterprise needs. Its flexible architecture makes it a favorite among global brands looking to digitize their supply chains.
7. Zoom: From Startup to Global B2B Communication Leader
Zoom exploded in popularity during the pandemic, but its B2B roots were strong from the start. It offers video conferencing, phone systems, and webinar solutions for businesses of all sizes.
- Provides end-to-end encryption for secure meetings.
- Integrates with CRM and calendar systems for seamless scheduling.
- Offers Zoom Rooms for hybrid workspaces.
Zoom’s reliability and ease of use made it a go-to for corporate training, sales demos, and remote collaboration. According to Zoom’s investor relations, it serves over 10,000 enterprise customers worldwide.
How These B2B Examples Drive Revenue and Growth
Behind every successful B2B company is a well-oiled engine of sales, marketing, and customer success. These B2B examples don’t just sell products—they sell outcomes.
Subscription and Recurring Revenue Models
Most modern B2B companies rely on recurring revenue. Whether it’s monthly SaaS fees or annual maintenance contracts, predictable income allows for better forecasting and scalability.
- SaaS companies like Salesforce and HubSpot use tiered subscriptions.
- Manufacturers like Siemens offer service contracts alongside equipment sales.
- Cloud providers like AWS charge based on usage, ensuring alignment with customer needs.
“Recurring revenue is the lifeblood of sustainable B2B growth.” — McKinsey & Company
Customer Success as a Growth Lever
In B2B, retaining customers is more profitable than acquiring new ones. Companies invest heavily in customer success teams to ensure clients achieve their goals.
- Onboarding programs reduce time-to-value.
- Regular check-ins and health scores prevent churn.
- Upselling and cross-selling increase lifetime value.
For example, HubSpot assigns customer success managers to enterprise clients, ensuring smooth adoption and expansion. This approach has helped them maintain a net revenue retention rate of over 105%.
B2B Examples in Niche Markets
While giants like AWS and Salesforce dominate headlines, countless B2B companies thrive in specialized niches. These B2B examples prove that focus and expertise can outperform broad-market strategies.
Figma: Collaborative Design for Teams
Figma started as a design tool but evolved into a B2B platform for product teams. Its real-time collaboration features make it ideal for remote design sprints.
- Used by companies like Uber, Microsoft, and Airbnb.
- Offers enterprise plans with SSO, SCIM, and audit logs.
- Integrates with Jira, Slack, and GitHub for developer alignment.
Figma’s B2B appeal lies in its ability to bridge design and development. Its acquisition by Adobe for $20 billion highlighted its strategic value in the enterprise space.
Canva for Enterprise: Democratizing Design at Scale
Canva, known for its user-friendly design tools, launched Canva for Enterprise to serve large organizations. It enables brand consistency across departments and regions.
- Provides centralized brand kits with approved logos, fonts, and colors.
- Offers team permissions and content approval workflows.
- Integrates with Google Drive, Microsoft 365, and Dropbox.
Canva’s B2B model shows how a consumer-first product can scale into the enterprise. Companies like Salesforce and Accenture use it to empower non-designers to create professional content.
ServiceNow: Automating Enterprise Workflows
ServiceNow specializes in digital workflow automation, helping companies streamline IT, HR, and customer service operations.
- Offers IT Service Management (ITSM) and IT Operations Management (ITOM).
- Uses AI to predict and resolve incidents before they escalate.
- Provides a low-code platform for custom app development.
ServiceNow’s platform reduces manual work and improves efficiency. According to ServiceNow’s website, it serves 70% of the Fortune 500, making it a cornerstone of modern enterprise IT.
Digital Marketing Strategies in B2B Examples
Effective marketing is crucial in B2B, where decisions are data-driven and stakeholders are numerous. These B2B examples use sophisticated digital strategies to generate leads and build authority.
Content Marketing and Thought Leadership
B2B buyers research extensively before purchasing. Companies that provide valuable content position themselves as trusted advisors.
- Whitepapers, case studies, and research reports build credibility.
- Webinars and live demos showcase product capabilities.
- Blogs and newsletters keep prospects engaged over time.
HubSpot’s blog, for instance, ranks for thousands of SEO keywords and attracts millions of visitors monthly. This content engine fuels its lead generation machine.
Account-Based Marketing (ABM)
ABM is a strategic approach where marketing and sales teams target high-value accounts with personalized campaigns.
- Uses data to identify decision-makers and pain points.
- Delivers tailored content, ads, and outreach to specific companies.
- Aligns sales and marketing efforts for maximum impact.
Salesforce uses ABM to target enterprise clients, combining LinkedIn ads, direct mail, and executive briefings. This hyper-focused strategy increases conversion rates and deal sizes.
SEO and Paid Advertising in B2B
While organic search is vital, B2B companies also invest in paid channels like Google Ads and LinkedIn Ads.
- SEO targets high-intent keywords like “best CRM software” or “cloud security solutions.”
- LinkedIn Ads allow precise targeting by job title, industry, and company size.
- Landing pages are optimized for lead capture with gated content.
AWS, for example, ranks for technical keywords like “cloud migration tools” and runs targeted campaigns for IT decision-makers. This dual approach ensures visibility at every stage of the buyer’s journey.
Technology and Innovation in B2B Examples
Innovation is the engine of B2B growth. These B2B examples leverage cutting-edge technologies to stay ahead of the competition.
Artificial Intelligence and Machine Learning
AI is transforming B2B operations, from sales forecasting to customer support.
- Salesforce Einstein predicts lead conversion and automates tasks.
- ServiceNow uses AI to resolve IT tickets faster.
- Zoom’s AI-powered noise cancellation improves meeting quality.
According to a McKinsey study, companies using AI in sales see a 10-15% increase in revenue. The future of B2B is intelligent automation.
Cloud Computing and Scalability
Cloud infrastructure enables B2B companies to scale globally without massive capital investment.
- AWS, Microsoft Azure, and Google Cloud provide the backbone for SaaS companies.
- Cloud-native apps offer faster deployment and easier updates.
- Multi-region data centers ensure compliance and low latency.
Shopify Plus, for instance, runs on Google Cloud, allowing it to handle Black Friday traffic spikes seamlessly. This scalability is a key selling point for enterprise clients.
APIs and Ecosystem Integration
B2B platforms thrive on integration. APIs allow different systems to communicate, creating a seamless user experience.
- Slack’s API enables integration with over 2,600 apps.
- HubSpot’s API allows custom data syncing with ERPs and CRMs.
- Figma’s API supports automated design handoffs to developers.
Ecosystems create lock-in and increase customer lifetime value. The more a platform integrates into a company’s workflow, the harder it is to replace.
Global Expansion in B2B Examples
Scaling globally is a common goal for B2B companies. These B2B examples demonstrate how to enter new markets successfully.
Localization and Cultural Adaptation
Entering new regions requires more than translation—it demands cultural understanding.
- HubSpot offers region-specific content and pricing.
- Salesforce has data centers in multiple countries to comply with local regulations.
- Zoom supports multiple languages and regional compliance standards.
Localization builds trust and reduces friction. A study by Common Sense Advisory found that 75% of customers prefer to buy in their native language.
Partnerships and Alliances
Strategic partnerships accelerate global reach.
- AWS partners with local telecom providers to expand cloud access.
- Salesforce collaborates with consulting firms like Deloitte to implement solutions.
- ServiceNow works with system integrators to deploy complex workflows.
These alliances provide local expertise, credibility, and sales channels—critical for breaking into new markets.
Compliance and Data Security
Global B2B operations must comply with regulations like GDPR, CCPA, and HIPAA.
- Companies invest in encryption, access controls, and audit trails.
- Regular third-party audits ensure compliance.
- Data residency options keep information within legal boundaries.
Trust is non-negotiable in B2B. A single data breach can destroy years of relationship-building.
What are B2B examples?
B2B examples are real-world cases of companies selling products or services to other businesses. Examples include Salesforce (CRM software), AWS (cloud computing), and Siemens (industrial automation).
Why are B2B examples important?
They provide insights into successful strategies, revenue models, and customer engagement tactics that other businesses can learn from and replicate.
How do B2B companies make money?
B2B companies generate revenue through subscriptions, licensing fees, service contracts, and usage-based pricing. Many focus on recurring revenue for stability and growth.
What is the difference between B2B and B2C examples?
B2B examples involve longer sales cycles, multiple stakeholders, and logic-driven decisions, while B2C examples focus on individual consumers, emotional appeals, and quick purchases.
Which B2B examples are best for startups to learn from?
Startups can learn from HubSpot’s inbound marketing, Slack’s bottom-up adoption, and Zoom’s product-led growth—strategies that scale efficiently with limited resources.
These B2B examples illustrate the power of solving real business problems with innovative, scalable solutions. From cloud platforms to industrial tech, the most successful B2B companies combine deep expertise, customer obsession, and strategic marketing. Whether you’re building a SaaS startup or expanding a manufacturing firm, these lessons offer a roadmap for sustainable growth. The future of B2B lies in automation, integration, and global reach—embrace them to stay ahead.
Further Reading:
