The time we live is a time of rapid changeand even faster adaption to the needs of the market. With the development of technology and various software, the possibilities of collecting and analyzing dana about bussines customers are increasing. In this paper, we will explain in detail the concept of marketing and marketing mix for B2B bussines customers, the structure and process of buyingan organizational buyer on the bussines market, and the importance of customer relations and building trust as a basis for future cooperation. The paper also discusses in detail the importance of sales demonstrations and the role of sales representatives. When a sales representative captures people’s attention through a presentation, he can very easily attract the customer to the product. Data analysis, Customer Relationship Management (CRM) is becoming an increasingly important management tool in customer relations. It analyses customer data that is used to improve the company’s business in the future, and it uses a mix of different data collected through various channels. What is the role of the marketing mix concept in all of this and what elements and their combinations are used to achieve the company’s goals? How important is the customization of the product and to what extent does it need to be adapted to the customer? How can the price be set according to the value that the customer has in the end? What is the importance of sales promotion and all activities including the selection of the best channels for customers? Trade fairs, as an important event buyers and supliers, are gaining more and more space in the application of marketing tools and bussines policies with the aim of closing sales and meeting the needs of industrial buyers. The paper presents the term marketing concept of B2B bussines customers. It also explains in detail the whole process of trade fair marketing using Lesaffre Adriatic as an example.