10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A business model in which a company sells products or services to other organizations. The decision-making process typically involves multiple people, longer sales cycles, and expert-level content and proposals.
Why it matters
Requires different communication: decisions are made by committees, cycles last months, and content must convince experts, not consumers. Effective B2B marketing is about knowledge and trust, not impulse.
What's missing without it
Treating a business client like a consumer results in campaigns that shine but fail to get past the purchasing department.
When it is used
When selling to companies: expert content, long cycles, proposals, and business relationships. Used in two contexts: B2B marketing and as a business model (firm-to-firm sales).
How we use it
A B2B campaign promotes a consultation, industry report, or system demo for businesses. As a business model, it means larger contracts, longer decision processes, multiple decision-makers, and negotiations.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.