What Are the 4 Types of B2B Marketing? Models, Segments & Real-World Use Cases
B2B marketing isn’t one-size-fits-all. While it all involves businesses selling to other businesses, the strategies, buyers, and value propositions differ greatly depending on the type of B2B model you follow.
In this blog, we’ll explore the 4 key types of B2B marketing, how they work, and how LinkedIn supports each – giving you a framework to tailor your strategy more precisely.
7.1 What Are the Four Types of B2B Marketing?
The four major types of B2B marketing are:
- Producer to Reseller
- Producer to Government
- Producer to Institutions
- Producer to Other Producers (or Businesses)
a. Producer to Reseller
Example: A software company selling white-label SaaS to digital agencies.
Marketing Focus:
- Highlight resale value and margins
- Offer co-branded materials
- Scale through partnerships
On LinkedIn: Target distribution heads, agency decision-makers, or procurement teams using whitepapers or demo ads.
b. Producer to Government
Example: A cybersecurity firm offering encryption software to defense agencies.
Marketing Focus:
- Showcase certifications and compliance
- Lead with security and transparency
- Tailor proposals for RFPs
On LinkedIn: Target government-related industries and run thought leadership campaigns in public sector innovation.
c. Producer to Institutions
Example: An EdTech firm selling LMS platforms to universities.
Marketing Focus:
- Focus on long-term ROI and usability
- Highlight case studies and success stories
- Use consultative selling methods
On LinkedIn: Target department heads and procurement leaders. Join niche education or nonprofit groups.
d. Producer to Other Businesses
Example: A CRM provider selling to SaaS startups or corporate teams.
Marketing Focus:
- Target operational challenges
- Provide education through gated content
- Personalize based on business size
On LinkedIn: Combine Sales Navigator filtering with inbound content like LinkedIn Marketing for B2B Brands – Strategy, Funnels, and Tools and outbound InMail efforts.
7.2 What Are the 4 Categories of B2B Markets?
Market segments provide another angle to understand B2B positioning:
- Industrial : Components or machinery (e.g., engine parts)
- Institutional : Nonprofits, healthcare, or education
- Government : Public agencies and departments
- Reseller : Wholesalers and retail intermediaries
Knowing both your B2B model and market type is essential when creating LinkedIn campaigns.
7.3 What Are the 4 Ps of B2B Marketing?
Just like in B2C, B2B follows the 4 Ps, but slightly adapted:
- Product: Focus on utility and customization
- Price: Tiered, value driven, or usage based
- Place: Platforms like LinkedIn, events, or niche forums
- Promotion: Whitepapers, thought leadership, consultative selling
LinkedIn helps with both Place and Promotion as we detailed in previous blog LinkedIn Marketing for B2B Brands – Strategy
7.4 What Are the Different Types of B2B Sales?
- Transactional: Price-driven, quick purchases (e.g., office supplies)
- Consultative: In-depth sales cycle with multiple meetings (e.g., SaaS)
- Enterprise: Multi-stakeholder, long-term deals (e.g., cloud infrastructure)
- Inbound: Leads via blogs, webinars, ads
- Outbound: Cold outreach via email, LinkedIn InMail, or phone
Each model shapes your content strategy and outreach playbook on LinkedIn.
Coming Next
Ready to turn your profile into a lead generation machine?
How to Generate B2B Leads on LinkedIn – A Step-by-Step Guide
From profile optimization to outreach tactics, we’ll walk you through how to consistently attract high-quality B2B leads – even if you’re starting from scratch.
