B2B Marketing And The 3 P’s: Product, Price, And Promotion

When your business sells to other businesses, it’s important to have a marketing strategy that drives sales. 

One of the best ways to create a successful B2B marketing approach is by using the three P’s of marketing: product, price, and promotion. In this article, we’ll break down how you can use these three tools to maximize your B2B sales.

The 4 Ps and 8 Ps of Marketing – A Marketing Mix – YouTube
Key Takeaways
Understand the importance of the 3 Ps in B2B marketing
Product: Tailor offerings to solve B2B challenges
Price: Implement competitive and value-based pricing
Promotion: Develop targeted strategies for B2B audiences
Balance the 3 Ps for an effective B2B marketing mix
Strengthen B2B relationships through well-rounded strategies
Leverage the 3 Ps to differentiate and stand out in the market
Continuously analyze and adjust strategies for optimal results


A product is a good or service that you sell to customers. It’s the thing that you’re selling. 

You can think of it as a commodity or an item, but in B2B marketing, it’s more important to think about it as something your audience needs or wants and that solves some problem for them and then figure out how you’re going to deliver on those expectations.

The end-user doesn’t care about features, benefits, or even price points; they want the solution to their problem delivered in the form of what they believe is the best product available on the market at any given time (which may not be true). 

And if other companies are trying their hand at solving this same issue, then they’ll go with whoever seems like they can deliver them closer towards their goals with fewer hassles than others which means that competition matters more than ever before!

Building an effective B2B marketing strategy involves careful planning and execution. Discover valuable insights in our guide on how to do B2B marketing the right way with 14 tips, a template, and resources for success.


Price is the amount that your customer pays for your product or service. Price is not the same as cost. 

Cost includes all of your expenses associated with producing and delivering a product or service, including labor, materials, overhead, and interest on loans used to finance inventory (or other assets). 

The price you charge may reflect these costs plus an additional profit margin this is called the “markup”.

Your price can also be set at a fixed rate (e.g., $100 per month), or it can fluctuate depending on factors like supply/demand or customer loyalty.

The best way to think about how much you should charge for your products or services? That depends on how much value they deliver for each dollar spent by customers.

Crafting a comprehensive B2C marketing strategy requires considering various components. Dive into our post outlining the 19 critical components of any B2C marketing strategy to ensure your approach covers all essential aspects.


Promotion is the process of making potential customers aware of your product. Promotion is the most expensive part of marketing because it requires advertising and/or publicity. Promotion can be done in many different ways, including:

  • Advertising – using television, radio, billboards, and online ads to spread the word about your product or service
  • Publicity – getting mentioned in magazines, newspapers, and blogs (which often requires paying writers)
  • Word-of-mouth marketing – getting people talking about what you sell

The first two are considered paid promotions because you’re paying someone else to talk about you or your products; word-of-mouth marketing is unpaid but still counts as a promotion because it’s helping create buzz around certain products or services

Learning from successful B2B social media campaigns can provide valuable lessons. Explore our article on B2B social media lessons from the Super Bowl to see how big events can influence your social media strategies.

Knowing How To Use The Three P’s Of Marketing (Product, Price, And Promotion) Can Guide Your Business Decisions

Knowing how to use the three P’s of marketing (product, price, and promotion) can guide your business decisions.

Product: The most important of the three P’s is the product. It’s what you sell, and it must be high quality and unique. 

Product is what makes people want your product or service. If you’re going to create something new, make sure that your idea has not been done before and that it adds value to consumers’ lives.

Price: The second most important P is price how much do you sell your product for? While price isn’t as important as the product, it still plays an important role in determining whether or not someone will buy from you over another brand. 

Setting a competitive price allows customers to see how much they’re saving when they choose your company over others like yours (e-commerce sites like Amazon Prime Marketplace are great examples).

Social media is a powerful tool for enhancing B2B marketing efforts. Uncover effective strategies in our guide on how to leverage social media to improve your B2B marketing and strengthen your online presence.


It is important to remember that the three P’s of marketing are not set in stone; your business may need to focus on one or two of the three most heavily, depending on what your goals are and where you see yourself going. 

Thoughtful content marketing can engage and resonate with your audience. Learn how to make your content more impactful in our guide on how content marketers can be more thoughtful and create meaningful connections through your marketing efforts.

Each company has a different strategy for using these tools in its way, but knowing what they are and how they work can be an invaluable guide when building out your B2B campaign.

Further Reading

Here are some additional resources to explore for a deeper understanding of the B2B marketing mix:

Marketing Mix in B2B Learn about the key components that make up the marketing mix in the B2B context, including product, price, promotion, and distribution strategies.

Exploring the B2B Marketing Mix Delve into the various elements that shape the B2B marketing mix, and gain insights into how to tailor your strategies to target business customers effectively.

B2B Marketing Mix Strategies Discover practical strategies and approaches to developing a strong B2B marketing mix that aligns with your business goals and resonates with your target audience.


What is the B2B marketing mix?

The B2B marketing mix refers to a set of strategic elements that businesses utilize to create and deliver value to other businesses. These elements typically include product offerings, pricing strategies, promotional tactics, and distribution methods.

How does the B2B marketing mix differ from B2C?

While both B2B and B2C marketing mixes share similar concepts, they are tailored to their respective target audiences. B2B marketing focuses on meeting the specific needs and challenges of business customers, often involving longer sales cycles and relationship-building strategies.

What are the key components of the B2B marketing mix?

The key components of the B2B marketing mix include:

  • Product: Developing products that address the unique requirements of business customers.
  • Price: Setting competitive pricing strategies that provide value and align with business budgets.
  • Promotion: Implementing targeted promotional activities to reach and engage B2B audiences.
  • Distribution: Choosing distribution channels that efficiently deliver products and services to other businesses.

How can businesses optimize their B2B marketing mix?

To optimize the B2B marketing mix, businesses should conduct thorough market research to understand their target audience’s preferences, pain points, and buying behaviors. This knowledge will enable the customization of product offerings, pricing structures, and promotional efforts.

What role does the B2B marketing mix play in business success?

The B2B marketing mix plays a vital role in shaping a business’s overall marketing strategy. It helps businesses create a well-rounded approach to attract, engage, and retain business customers. An effective B2B marketing mix can lead to increased brand awareness, customer loyalty, and ultimately, improved business performance.