Business-to-Business (B2B) marketing is the art of promoting products and services to other businesses and organizations that ultimately service an end customer or consumer.

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The goal of B2B marketing is to generate leads and convert these business leads into long-term loyal customers and advocates of your brand.

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At PayPal, our B2B marketing goal was to provide best-in-class integrated, full-funnel coverage from awareness to customer loyalty by:

• Building brand and demand for our products and services

• Growing our customer base by increasing the value we bring them

• Strengthening our customer engagement and advocacy

• Optimizing & scaling our marketing investment

 

To do this, we focused on:

• Developing our overarching B2B Narrative

• Creating compelling, timely, and relevant Thought Leadership content

• Building and testing global campaigns that guide the buyer's journey

• Scaling our most successful programs with the highest impact

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​B2B buying cycles are lengthy and complex with multiple buyers and stakeholders involved in the buying decision. It is, therefore, critical to understand each persona on the buying committee and target each individually, aligning content with their priorities.

 

Here is the high-level overview of the PayPal Enterprise Customers Persona Profiles:​