B2B Content Marketing Best Practices And Tips

B2B content marketing is probably one of the most challenging strategies businesses employ. After all, with B2B content marketing, you aren’t targeting an everyday person. Instead, your strategies are directed toward individuals who make purchase decisions for a business, with return on investment as their primary consideration.

To help you get started, we at Authority Factors have prepared this in-depth guide to assist your B2B content marketing strategy, from planning to execution.

How important is B2B content marketing today?

Before we jump into the process of B2B content marketing, let us first delve into its importance and understand how employing a good content marketing strategy can benefit your business:

High ROI (Return On Investment) for low costs

First of all, content marketing is one of the strategies with a relatively low cost. 

The only thing you’d have to spend on is the tools for creating and publishing content (which is way too low compared to the returns you’ll be getting).

You might have to shell out extra if you’re running paid ads, but if you’re not, the publishing channels you’ll be using are primarily free. 

It is also much cheaper when compared to paying advertisers and running TV commercials or paying for billboards to promote your products or services.

Content serves as a long-term investment

Content marketing is a great strategy, especially if the content you’re producing is something that most people have a consistent interest in, even as the years go by.

The content you’ll be pouring your time and efforts on will remain in whichever platform you publish it on in the long run. 

You only need a low initial investment and can continuously reap the benefits of your published content.

However, bear in mind that the rewards of content marketing won’t come instantly. It may take 6 months, 1 year, or can even take 2 to 3 years. 

Once the rewards come pouring in, you’ll understand why you had to go through the process—and you’ll be thankful that you did.

To give you a concrete example, we helped a B2B SaaS company achieve a 525% increase in daily clicks by creating a personalized content marketing strategy.

It took 11 months to achieve those numbers, but given the results, we can assure you that the wait is definitely worth it.

Establish your brand’s authority in the industry

Businesses utilize content marketing to establish themselves as thought leaders and industry experts.

By being a credible source of reliable information in your industry, you would gain your audience’s trust while establishing authority over your industry.

Earn authoritative backlinks and rank on search engines

When you search for something on Google, do you go to the second page after typing in your query, or do you select the article at the top of the search results?

It has been found that the number 1 organic result in Google search is 10 times more likely to get clicked when compared to the articles and blog posts that landed in the 10th spot. 

The reason is simple: visitors want results, and they want them fast. 

When you get backlinks from authoritative sites with for example, HARO link building services, you get pushed up in Google’s rankings, making your content more likely to appear on the first page. This means more website visits and more conversions for your business.

Take, for example, a B2B company that was focused on selling men’s products that had a declining trend in clicks and rankings.

After we optimized their existing pages and developed various content marketing and technical SEO strategies, their website experienced a 61% increase in traffic after six months. What’s more, the traffic had strong commercial intent, which meant a higher likelihood of conversions.

Showcase your products and services to potential customers

By utilizing content marketing strategies like creating blogs, infographics, podcasts, or short-form videos, you can showcase your products and services to the public and reach your target customers at the same time. 

Remember that people generally have short attention spans, and producing high-quality and engaging content can help hook your prospects as you transition to long-form content with detailed guides on how to use your products or services.

Step by step B2B content marketing guide

Start developing your B2B content marketing strategy with these seven easy steps we’ve prepared for you:

Step 1: Study the B2B buyer’s journey

Before creating content strategies to implement, you must first thoroughly understand the customer journey of the B2B buyer.

Remember that B2B products usually come at higher price points, which means that its sales cycle would take a lot longer, too, when compared with B2C cycles.

Nurturing your target prospects would also take a long time, and you must use varying tactics in each stage to draw them closer to making purchases or demo requests.

The journey of a B2B buyer is classified into three stages: Awareness, Consideration, and Decision Stage

In the Awareness Stage, your prospect becomes aware of an existing problem and starts educating themselves. 

During the Consideration Stage, your prospect looks for solutions to solve their problem.

Lastly, the Decision Stage is when your prospect is finally ready to make a purchase.

Knowing this information will help you understand what content marketing strategies to employ at each stage. 

Step 2: Research your target market and identify their needs

After understanding the buyer’s journey, it’s time to decide who you want to market your products or services to specifically. 

This step is crucial because it will be the basis of every strategy you utilize. Find out who they are—what they need, what makes them tick, or even what they aspire to be.

The more detailed your audience research is, the better you can develop a content strategy that best resonates with them and their needs.

To get started, have a clear definition of who your target market is.

Use firmographic data such as company industry, company size, location, employee count, and revenue, to name a few. 

Then, define your target prospect (the person interested in your products or services). Take note that you aren’t just marketing to companies—you are selling to the people who are working in that company.

You can utilize psychographic (a person’s attitude, interests, values, and personality traits) and demographic data (race, age, ethnicity, gender, income, marital status, education, and employment) to identify the individual prospects you’d be marketing to. 

This information can help you create customer profiles and buyer personas to understand how they make their purchase decisions and which marketing channels you can use to reach them.

Step 3: Define the 4 Ps of Marketing

After knowing your buyer’s demographic, psychographic, and firmographic information, you can create a content marketing strategy specifically tailored to them.

Start by defining the 4 Ps of marketing: product (what are you selling?), price (how much does it cost?), place (where is it sold?), and promotion (how will the customers discover your product?).

Defining your 4 Ps extensively will help you create an effective content strategy before jumping straight into the different tactics and methods of execution.

Step 4: Create a B2B content strategy

Strategizing is the most essential part of your content marketing strategy. 

Before jumping into specific tactics like SEO, keyword ranking, or content creation, you must define the bigger picture first.

First, by fully understanding a B2B buyer’s journey. Then, research your target market, specifically identify their needs, and define the 4 Ps of marketing.

With all the information you have gathered, you can choose the best strategies that will prove helpful at every stage of your marketing journey.

Step 5: Conduct a competitive analysis

Research not only your target market but also the businesses marketing to your audience. How well are your competitors doing on social media? Does their business have a website?

Aside from that, it would also help to research their specific product offerings and how they promote them. Are they running Google ads or utilizing influencers?

To help you out, here are ten steps you can follow to help you get started in analyzing how well your competitors are faring:

  1. Find out who your competitors are.
  2. List down the products or services your competitors are offering.
  3. Conduct in-depth research on your competitors’ sales strategies and the results of the tactics they employ.
  4. Review your competitors’ pricing and note the perks they offer (do they give freebies? Do they have a 90-day return period?)
  5. Compare the shipping channels you are using and ensure that your shipping costs are competitive, too.
  6. Analyze your competitors’ marketing strategies (including their content strategy and what channels they use).
  7. Study the tools your competitors are using.
  8. Review and analyze the engagement your competitor’s content is getting.
  9. Observe how well they fare on social media (followers, customer interactions, how often they post sponsored ads)
  10. Perform a SWOT Analysis to learn their strengths, weaknesses, opportunities, and threats.

Step 6: Prepare a content marketing funnel

A content marketing funnel represents how the audience narrows down as their journey moves closer to the purchase. It is divided into three sections:

ToFu (Top of the Funnel)

ToFu is the starting point of a buyer’s journey, and this stage is the most populated.

In this stage, your target market usually isn’t ready to buy yet, and they may not even have heard of your business.

Your main goal at this stage should be to attract and gain their attention by offering in-depth answers to their queries and educating them thoroughly, then gently introducing your brand to them.

ToFu is usually measured using the following metrics:

  • Referral traffic, organic traffic, and total traffic
  • Engagement from social media (likes, comments, shares)
  • Mentions from influencers and the media
  • Onsite engagement (time spent on page, bounce rate)

It would be best to utilize educational content that provides value during this stage since this would help drive more users to your site.

Here are the top 5 types of content that work best in the ToFu stage:

  • Infographics
  • “How-to” guides
  • Checklists
  • E-books
  • Landing pages

For example, “how-to” guides can guide a customer in solving a specific problem and establish your expertise in the field. Additionally, giving away free e-books will help you determine who is actually interested in your business and the products or services you are offering.

MoFu (Middle of the Funnel)

At the MoFu stage, the number of potential customers interacting with your content slightly decreases. This is where the importance of proper guidance and encouragement comes in.

Your goal at this stage should be to guide your prospect from having a surface-level idea about your business to gaining a deeper understanding of your brand.

Content at the MoFu stage is usually measured by the number of leads you get and the conversion rates. Typically, content at the Middle of the Funnel Stage garners the most traffic from organic search.

The top content that is commonly used at this stage includes:

  • Product insights/overviews
  • Case studies
  • “How to” guides
  • Webinars
  • Landing pages

The content produced at this stage is more product/service-oriented as a way of nurturing prospective customers into understanding the benefits of your products or services. 

For example, case studies can serve as solid proof of how your product/service has affected other customers in positive ways. Webinars, on the other hand, can help demonstrate to your prospects how your products/services work and guide them toward making a purchase.

BoFu (Bottom of the Funnel)

The Bottom of the Funnel stage is the funnel’s last part: the finish line. Here, the content you will produce should help position your brand as superior to its competitors; you should be able to build trust and, ultimately, accelerate the purchase decision.

At this stage, your content should answer specific questions regarding your products/services, like how they work or exactly what skills are needed to use them. 

The top 3 types of content at this stage are:

  • Customer reviews
  • Success stories
  • Product overviews

customer’s exposure to online reviews greatly influences their buying behavior. This makes success stories, customer testimonials, and case studies valuable resources when convincing a prospect to choose your business over your competitors. 

Step 7: Explore various marketing channels

By now, you should already be familiar with the various marketing channels your competitors use. 

Additionally, through your market research, you should also identify what platforms your target prospects usually hang around in. 

Explore various marketing channels, tools, and strategies depending on your competitor analysis and customer segmentation results.

Here are some questions you can use in exploring which marketing channels you should utilize:

  • Where do my prospects spend most of their time online?
  • What specific questions are they searching on Google (or other search engines)?
  • What events do they usually attend?
  • Which social media platforms do they prefer using?

Types of B2B content

Different B2B content types can help you engage with people with varying needs and preferences. Aside from that, you can also utilize other channels with varying content.

Here are some of the most popular types of B2B content for you to try:

Website blog posts/articles

While blog posts are usually found in the ToFu level (awareness stage) of B2B content marketing, you can create content about almost anything, which means this type of content can be utilized in other stages, too.

When using blog posts in the awareness stage, ensure the tone is educational with little or no CTA (Call To Action) yet.

Then, as the topics of your blog become more detailed or complex, the CTAs must be directly related to your marketing funnel (like accessing a trial or downloading a guide).

Always perform detailed keyword research and opt for the most searched queries in your niche to establish your business as an authority in the field.

Industry reports

An industry report is a summary of a study that your business executed and is typically related to the industry that you’re in. 

This type of content is mainly used in the MoFu level (consideration stage) because you will be providing strategic insights as to how your business was able to help or provide solutions to other businesses’ needs.

Case studies

Case studies are often used at the BoFu level (decision stage), wherein you provide an in-depth insight into one of your customers. 

This usually starts with the presentation of the issue at hand, followed by the specific details of how your business was able to help resolve an underlying problem.

Podcasts

Podcasts are one of the overlooked B2B content marketing types (mainly because it takes quite a long time to create this type of content). 

As we all know, this digital audio content is usually presented in several episodes. It can be distributed via Spotify or Apple Podcast, or you can even host it on your website.

This is an excellent type of content you can utilize to produce an in-depth look at various topics with a conversational tone.

The best thing about podcasts is that they are popular among hustling professionals as they can be consumed on the go.

Infographics

Infographics are helpful if you want to deliver dense information in simple layouts. 

Thanks to its visual format, this type of content is usually shared across various social media platforms, helping you reach millions of users with relatively low costs.

This B2B content marketing strategy is ideally used at the ToFu level (awareness stage) as you want to serve general (but helpful) information that your target audience wants to know.

Videos

If you’re looking for the most engaging way to present vast volumes of information, then videos are the way to go. 

In fact, short-form videos are found to be the top-performing content format

Among these short-form videos that are worth looking into include TikTok videos, YouTube shorts, and Facebook/Instagram reels.

It is also easy to go viral with this type of content, which means that you can reach millions of users (even without running ads!)

Videos are valuable B2B content types in the ToFu (awareness) and MoFu (consideration) levels. 

Make sure to create educational and entertaining content to hook people and pique their interest in your business.

Webinars

Webinars are one of the well-known lead-generation strategies, as you can collect attendees’ details (name, contact number, and email) once they sign up for your event.

In this type of B2B content marketing strategy, you can give people an in-depth look at your business while providing value at the same time.

Social Proof

Social proof (or testimonials) are statements from your customers detailing how your business has helped them solve their problems. 

Depending on the details given, testimonials can be used effectively at every stage of the funnel.

Testimonials can be in either video or text formats. 

Ultimately, whatever content type you choose can be repurposed (e.g., converted into different formats).

Doing this can help you maximize your investments in whatever content you produce, and it would be easier to repurpose existing content to another type than creating a new one from scratch. 

9 best practices for B2B content marketing

Now that you know how to get started with content marketing, it’s time to take a look at some of the best practices you can utilize to ensure that your strategies are one step ahead of the competition:

Use the 3-2-1 formula

The 3-2-1 formula is an excellent strategy for finding the right content mix balance.

This model uses a weekly breakdown of 3 industry-related content, 2 positive content (for your employees/community), and 1 promotional content that discusses your brand and the solutions you can give.

Document your B2B content marketing strategy

Documenting your B2B content marketing strategy is a crucial step, especially for everyone involved in the process. 

Detailing specifically what content you will create, why you are making it, and the “when,” “where,” and “hows” of your content distribution can help assure that your team is always on the same page.

Doing so would also help you effectively assess whether your efforts are paying off or if you should change specific steps in your strategy.

Create valuable content

Create content worth sharing, and not just for the purpose of “publishing content.” Address your target customers’ problems by providing valuable insights and not being too pushy or “sales-y.” 

Remember that your primary goal is to let them know that your business exists first—not to reel them in and close the sale the first instance that you get.

As previously mentioned, a B2B customer journey takes longer than B2C, so make sure to stay patient and keep your eye on the goal every step of the way.

Take note that the more businesses find value in the content you provide, the more they are going to trust you, and you’ll have their business in no time.

Be consistent in publishing content on your website

Providing value comes side by side with consistency. You need to maintain a consistent schedule when it comes to posting content on your website or social media pages.

On LinkedIn, posting 2-5 times weekly can help you gain the maximum value from the platform, and publishing more than five times a week can actually do your brand more harm than good.

In the end, you should be after consistency and value. 

Don’t end up spamming everyone else’s feed in an attempt to release as much content as you can in one sitting. If needed, schedule your posts in advance. 

Target humans and not just businesses

While you are trying to land a company or business as your customer, remember that you are not marketing to an intangible entity. Instead, you are targeting actual humans within the organization, and they are driven by cognitive and emotional motivations. 

With this said, don’t just study what a business is all about—learn about the people behind these businesses and ensure that your marketing strategy speaks directly to them. 

While business decisions are more logical and rational, this doesn’t mean that your content should be way too bland and robotic. Opt for a professional yet conversational tone. 

Ensure your content topics are relevant and personalized

Personalization doesn’t only apply to ads—your content should also be highly relevant to your target audience. 

You want to deliver your message to your target audience in a way that speaks to them directly. This means that you can’t just create general content types and expect your target prospects to come rushing in.

Aside from that, ensure that you craft relevant content to the distribution channels you intend to post them in. Short-form videos accompanied by quick hooks perform better on social media platforms like Facebook and Instagram. 

A long-form video, on the other hand, would perform well on YouTube. 

Promote your content across multiple channels

Promoting your marketing content on various platforms and social media channels means you can reach as many users as possible.

For example, while Facebook boasts of its 3 billion platform users, not everyone on this platform is managing businesses or key decision-makers in businesses.

To ensure that you are reaching a vast audience (and getting the right ones at the same time), it pays to post different content forms on other platforms, including LinkedIn, Instagram, and TikTok, and even run ads on Google.

By having a diverse content marketing strategy, you can plan your marketing efforts accordingly, and you won’t end up pouring all your time and effort into marketing on a particular platform when your target prospects aren’t actually spending their time there. 

Continuously improve your marketing efforts

Just because a specific content marketing strategy worked for you last year doesn’t mean it would work the same this year. 

Always aim to stay on top of the latest trends in your industry, and view learning as a continuous process.

Remember that your customers’ needs also change as time goes by, so ensure that you are on top of these evolving needs and trends and be willing to adapt your content strategy in accordance with these changes.

Test various strategies to see what would work best for your target audience if needed.

Repurpose your content

Repurposing content is actually easier than it sounds—all you have to do is change its format and distribute it to other platforms or social media channels.

For example, you can turn your blog post into an infographic. Your podcasts, on the other hand, can be converted to long-form articles. 

Repurposing content is faster since all you have to do is change the format of already existing content, and it is cost-effective since you don’t have to create new content from scratch.

B2B content marketing tools

Aside from familiarizing yourself with the various content marketing strategies and techniques, it is also essential that you know how to use these content marketing tools:

Semrush

Semrush lands the top spot on our list of B2B content marketing tools and for good reasons.

This is one of the best platforms that can help boost your online presence and marketing performance, with approximately 10 million digital marketers utilizing it and serving as one of the leading tools used by 30% of Fortune 500 companies.

Need we say more?

If you’re looking for a content marketing tool that can help you with:

  • SEO (Search Engine Optimization)
  • Market and keyword research
  • Content marketing
  • PPC (Pay-Per-Click) Advertising
  • Competitor research 

Then Semrush is what you need.

Price:

  • Pro: $129.95 monthly
  • Guru: $249.95 monthly
  • Business: $499.95 monthly

Media Monitoring

Aside from building your brand, you also have to track what people are saying about your business online, and this is where Media Monitoring comes in. 

You can use this content marketing tool to measure how successful your PR campaigns are, identify possible threats to your reputation, and build lasting relationships with different brand ambassadors.

You can also use this tool to track what strategies are working for your rivals so you can create a more effective content marketing and communications strategy. 

Price:

  • 7-day trial: Free
  • Track up to 2 keywords/month: $39 monthly (extra keywords cost $17/month)

Audience Intelligence

As of 2023, X (formerly Twitter) has 550 million active monthly users, and if your business isn’t utilizing this platform yet, then you should start right now.

Audience Intelligence can help you engage with your X followers more effectively while giving you in-depth insights about them. This tool can collect not only your audience’s demographic information but also their:

  • Favorite brands and influencers
  • Online habits
  • Personality
  • Buying mindset
  • Media affinity
  • Interests

Price:

  • 1 report (analysis of one X handle): $150/month
  • 1 extra report: $150/month
  • 3 extra reports: $375/month
  • 5 extra reports: $500/month

Google Search Console

Another must-have B2B content marketing instrument, Google Search Console, is one of the most essential tools for search engine marketing metrics and SEO.

From finding high-performing/underperforming keywords and pages to maintaining your website presence in the search results, GSC can provide you with an in-depth report on which keywords are directing the most clicks to your website.

Once you learn which keywords generate the most traffic to your site, you can create content based on this so that your products or services can gain more visibility and garner more engagements.

Price:

  • Free (all you need is a Google account)

Canva

If you need a graphic for your website or social media content but don’t have any editing experience, worry not—Canva’s got your back.

With a Canva account, you can have access to their royalty-free photos, videos, and design templates, which you can easily edit and replace with your brand name, logo, and colors.

You can also schedule your designs to be posted on social media and download your content in different formats like JPG, PDF, PNG, SVG, GIF, or MP4.

Price:

  • Basic Subscription: Free
  • Canva Pro: $14.99/month per person
  • Canva for Teams: $29.99/month for the first 5 people

Buffer

Schedule all your social media content on platforms like Facebook, LinkedIn, Instagram, X, and TikTok ahead of time with Buffer. 

The best thing about this B2B content marketing tool is that it helps you repurpose your existing content using an AI Assistant so you can tailor your posts to whatever channel you’ll be posting it in.

You can also use Buffer to:

  • Measure your social media performance
  • Respond to comments
  • Build customized landing pages
  • Generate reports

Price:

  • Basic Plan: Free
  • Essentials: $6/month per channel
  • Team: $12/month per channel
  • Agency: $120/month per channel

HubSpot

B2B content marketers understand that the sales cycles they have to deal with are longer when compared to B2C, making it quite difficult to track each buyer’s needs and status in the long run.

HubSpot CRM (Customer Relationship Management) gives users a high-level view of their leads, deals, and customers, so you know when and how to interact with your target prospects. 

Here are some of the things you can do from HubSpot’s central dashboard:

  • Analyze marketing performance
  • View real-time sales activities
  • Gain access to a universal customer inbox
  • Get prospect profiles

Price:

  • Basic Plan: Free (add-ons start at $9/user monthly)
  • Starter (Full CRM Suite): $30/month
  • Professional (Full CRM Suite): $1,871/month

Hunter

If you want to save time in building pipelines for your email outreach, Hunter is the tool you need.

All you have to do is give Hunter the domain (or the company you want to reach), and it will search for the best person you can contact there, so you can save time and skip all the chasing and bouncing around.

This tool also helps in verifying email addresses, which means you’d get essential information like the contact’s name, social media handles, and position in the company.

In the end, you can be assured that your message is delivered to the right person and is not left unanswered in the customer support emails. 

Price:

  • Basic Plan (up to 25 searches and 50 verifications monthly): Free
  • Starter (up to 500 searches and 1,000 verifications monthly): $49/month
  • Growth (up to 5,000 searches and 10,000 verifications monthly): $149/month
  • Business (up to 50,000 searches and 100,000 verifications monthly): $499/month
  • Enterprise: contact them directly for a quote

Livestorm

Another great tool you can utilize for your B2B content marketing strategy if you’re looking to manage virtual events like customer demos or educate your target audience is Livestorm.

In-depth product demonstrations (or live demos) are essential, especially at the BoFu level (decision stage) of the B2B content marketing funnel. 

The more details you can give them about your product and the more questions you can answer, the higher your chances of getting conversions. 

Price:

  • Basic Plan: Free (up to 30 active contacts monthly, with sessions that last for up to 20 minutes)
  • Pro: $99 – $495/month (for 100 – 500 contacts)
  • Business and Enterprise: for 500+ contacts, pricing is available upon request

AI Social Content Generator

If you’re looking to increase your followers on social platforms like Facebook, Instagram, and LinkedIn, then AI Social Content Generator can help you out. 

With this tool, you can easily create engaging content (image, video, and carousel posts) with your brand’s colors, social handles, website, logo, and even hashtags. 

It has a wide range of catchy templates, and with just a click, AI will generate captions, hashtags, and creatives for your account. The best thing about this tool is that you can quickly gain insight into your competitor’s content strategies online.

Some of the dates you can access include:

  • Competitor post types, content themes, posting time, and hashtags (and which among these give them the most engagements)
  • View their top-performing posts 
  • Gather key metrics for purposes of benchmarking

Price:

  • 7-day free trial
  • Base Plan: $35/month (create and manage content for 2 brands, generate 200 posts monthly, and perform 100 competitor analyses monthly)
  • Add-ons: $20 (one extra brand, 100 extra posts monthly, 50 extra competitor analysis monthly)

Conclusion

Everything you need to come up with a relevant and personalized content marketing strategy has been carefully laid out—from the step-by-step procedure you can follow up to the tools you can utilize to reach your target audience. 

A B2B sales cycle takes a much longer time and needs much more effort when compared to B2C, but the rewards you will reap are also significantly higher, making every step in your content marketing journey worth it.

Not sure how to get started? We at Authority Factors have your back. 

We are obsessed with learning the best strategies, and we make sure that we are always up to date with the latest trends. If there’s one thing we can boast of, it’s that we treat our clients’ businesses like they’re ours.

By following the process and best practices we have laid out, and with the right content marketing tools at your disposal, you can outrank your competitors and gain the trust and business of your target customers.

FAQs

What is a B2B content marketing strategy?

A B2B content marketing strategy is the process of producing and distributing a variety of content with the goal of increasing traffic, brand awareness, leads, and sales for B2B companies. 

Some forms of content marketing include email newsletters, infographics, videos, website blogs, and podcasts, to name a few.

How do you promote B2B content?

You can promote B2B content by ensuring your content is Search Engine Optimized (e.g., following good SEO practices), utilizing social media platforms, and leveraging email marketing.

You can also opt for the help of influencers on social media and invest in paid advertising (Google Ads, for example). 

What is the best platform for B2B marketing?

LinkedIn is the best platform for B2B content marketing, given its professional nature and comprehensive targeting options. As a marketer, you can use LinkedIn to network with professionals in your industry, generate leads, and run sponsored content.

How do you approach customers in B2B sales?

The best way to approach customers in B2B sales is to let them do most of the talking. Lead the conversation, but let them fill the gaps.

 Take note that the more you learn about your target customer and their business, the better you can come up with a marketing strategy that is tailored specifically to them.

Who are B2B clients?

As the name suggests, B2B (business-to-business) clients are businesses selling products or services to other companies/businesses instead of directly to customers.

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