A company engaged in B2B marketing would focus on which type of client?

In B2B (business-to-business) marketing, the primary focus is on engaging with decision-makers within other businesses rather than individual consumers or broader retail markets. This is because the products or services offered are typically intended for use by companies rather than individual users.

Targeting decision-makers in a business allows for a more direct approach to influencing purchasing decisions that involve multiple stakeholders and often a more complex decision-making process. Engaging with these individuals typically requires building relationships that speak to their specific needs, challenges, and the unique value propositions that differentiate the offerings from competitors.

In contrast, individual consumers, retail marketers, and mass audiences represent broader market segments that are less relevant in the B2B context. Individual consumers typically engage in B2C (business-to-consumer) transactions, while retail marketers may not have the influence or authority to make purchasing decisions for the businesses they represent. Mass audiences do not account for the tailored approach needed in B2B marketing, which is focused on building business relationships and meeting direct organizational needs.