Abstract
The digital acceleration caused by the pandemic has increased the interest of companies worldwide in B2B. The study aims to examine the key aspects and features of B2B marketing, as well as the current prospects for its use. The article studies the marketing managers’ scientific works; considers elements of the B2B value pyramid and a marketing approach to meeting customer needs; analyzes B2B technologies for developing new marketing strategies and methods for selling goods and services. The novelty of the study lies in expanding the understanding of effective B2B marketing interactions through the lens of the value approach. The study confirms that certain marketing attributes used by B2B companies might significantly affect customers’ purchasing decisions in their favor. Customer behavior is not always rational and requires a value based approach to understand marketing communications. B2B companies involve different types of activities, which requires further research. B2B e-commerce offers great opportunities for organizations and will continue to play an important role in the global economy and trade in the future.
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