B2B marketing model: leveraging green initiatives for sustainable business growth

Abstract

The strategic management and operational implementation of marketing activities in the B2B segment (business-to-business) are quite specific. Presenting the company on the Internet provides an opportunity to expand business contacts, increase profits and emphasize the status of the company. Understanding what B2B sales are makes it possible to open new horizons for companies. The B2B segment requires a special approach from the marketing manager and marketing specialists. In this regard, the purpose of this study is to propose a comprehensive B2B marketing model that leverages green initiatives for engaging potential customers and transforming them into real ones. The model is related to building relationships with customers and maintaining them until a purchase decision is made by them. In this way, these customers can be turned into loyal business partners who will continue to develop the company over the years.