When businesses need to attract investment dollars from investors, this is referred to as Business to Investor Marketing (B2$). This marketing discipline encompasses all the activities involved with investor relations in attracting and influencing capital infusion into a business. This strategy is most prominent in start-up companies in technology, medical research and high growth industries.

The strategies behind B2$ can include: social funding, IPOs, investor packets, annual reports, proposals, custom websites, social-media (crowd funding), presentations, personal selling, branding, and Public Relations – just to name a few.