Abstract: The Indian B2B marketplace in IT sector is going through a transformation. Both existing and new players are experimenting with new buying solutions through internet as they lack a seamless flow of information among customers, suppliers and their employees. This research paper attempts to analyze the effect of web mining on B2B marketing on the basis of certain parameters of web positioning, product availability, layout of a website and ease in accessibility. Further, analysis regarding the relationship between age, qualification, profession and income group has been done. Thus, the main purpose of the research work is to discuss the relation of various variables related to web mining, and the extent of their influence on the success of B2B marketing of a product.

Key words: web mining; B2B; B2B marketing; internet; internet influence; B2B procurement; e-procurement; IT sector