WHAT’S THE DIFFERENCE BETWEEN B2B and B4B? It may sound simple, but we have found that reframing your business- to-business (B2B) company as a business-for-business (B4B) company can increase revenues, customer retention, and employee morale. And for one supplier to food companies, identifying as B4B has provided it with a deeper sense of purpose that has ignited innovation and creativity within the organization.