B2C2B, or Business-to-Consumer-to-Business, is a unique approach to the B2B business model where a company aims to sell products or services to another company by first attracting and selling to the employees of their target company. By engaging these employees as individual consumers, the selling company leverages their influence or satisfaction with the product or service to facilitate a sale to the larger business they are part of, relying on the idea that satisfied individual users within a company can lead to corporate-level adoption of the product or service.
B2C2B uniquely impacts sales strategies by:
Effective B2C2B strategies involve:
While both B2C2B and B2B2C models involve a middleman, their focus and objectives differ. The B2C2B model targets employees of a target company, leveraging their satisfaction and influence to secure a B2B sale. In contrast, the B2B2C model involves partnering with another business to reach end customers, who remain aware of the original brand.
Implementing B2C2B in your business requires a strategic approach to engage individual consumers and transition to corporate-level adoption. Here are some steps to consider:
Audience targeting is the process of segmenting consumers into specific groups to deliver more personalized and relevant marketing messages.
Competitive analysis means identifying your rivals and assessing their strategies to pinpoint your own business's strengths and weaknesses.
User interaction is any action a user takes within a digital interface, like clicking a button, scrolling a page, or filling out a form.
A go-to-market (GTM) strategy is an action plan that outlines how a company will reach target customers and achieve a competitive advantage.
CRM enrichment is the process of adding third-party data to your existing customer profiles to make them more complete and accurate.
A qualified lead is a prospect vetted as a good fit for your product. They match your ideal customer profile and show genuine interest.
A sales funnel is a model illustrating the customer's journey from initial awareness to the final purchase, narrowing down leads at each stage.
Learn about buyer intent data, including sourcing and interpreting buyer intent data, & key metrics in buyer intent analysis.
Email personalization uses subscriber data—like their name, interests, or past behavior—to create highly relevant and targeted email campaigns.
Learn about bottom of the funnel, including maximizing conversions at the funnel's end, & strategies for nurturing bottom-funnel leads.
Stress testing is a type of software testing that determines a system's robustness by pushing it beyond its normal operational capacity.
Buying criteria are the specific requirements and standards a customer uses to evaluate products or services before making a decision.
Product-Led Growth (PLG) is a business strategy where the product itself drives user acquisition, conversion, and expansion.
Generic keywords are broad search terms that lack specific details like brand or location. They attract a wide audience with less specific intent.
Lead scoring is the process of assigning points to leads based on their attributes and actions to determine their sales-readiness.
An email cadence is a scheduled sequence of emails sent to prospects over a specific period to nurture leads and drive engagement.
Workflow automation uses rule-based logic to run a sequence of tasks that would otherwise require manual human effort to complete.
Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.
Lead generation is the process of identifying and cultivating potential customers for a business's products or services.
A sales pipeline is a visual representation of where prospects are in the sales process, from the first contact to the final sale.
Sales acceleration refers to strategies and technologies designed to speed up the sales cycle, enabling reps to close more deals, faster.
HubSpot is a customer relationship management (CRM) platform with tools for marketing, sales, and service, all aimed at helping businesses grow.
Sales enablement technology refers to software and tools that equip sales teams with the resources they need to close more deals efficiently.
Account-Based Selling is a B2B strategy where sales and marketing treat high-value accounts as markets of one, using personalized outreach.
An Account Development Representative (ADR) identifies and qualifies new business opportunities, creating a pipeline for account executives.
A buying signal is any action from a prospect that indicates they are interested in making a purchase, helping sales teams prioritize leads.
Warm outbound is a sales strategy for contacting prospects who've shown interest in your brand through prior engagement, like website visits.
Total Addressable Market (TAM) represents the maximum revenue a company can earn by selling its product or service in a specific market.
Chatbots are AI-powered programs that simulate human conversation. They interact with users via text or voice, typically for customer support.
Feature flags let you remotely control features in your app without new code. This enables safe testing, gradual rollouts, and quick rollbacks.
Lookalike audiences are groups of potential customers who share similar characteristics and behaviors with your existing, high-value customers.
SFDC stands for Salesforce Dot Com, a popular cloud-based CRM platform that helps companies manage their customer interactions and data.
Voice broadcasting is an automated system that delivers a pre-recorded voice message to a large list of phone numbers simultaneously.
Predictive lead generation uses data and AI to find prospects most likely to buy, helping teams focus their efforts on high-value leads.
ABM orchestration aligns marketing and sales actions across channels to deliver seamless, personalized experiences to high-value accounts.
A Content Management System (CMS) is software for creating, managing, and modifying website content without needing specialized technical skills.
A marketing automation platform is software that automates marketing actions. It helps manage tasks like email campaigns and lead nurturing.
A landing page is a standalone web page created for a marketing campaign. It’s where a visitor “lands” after clicking an ad or email link.
Outbound lead generation means proactively reaching out to potential customers who haven't yet expressed interest to introduce them to your brand.
Sales metrics are quantifiable data points that track and measure a sales team's performance against specific goals and objectives.
A Target Account List (TAL) is a focused list of high-value companies that a business specifically aims to convert into customers.
Progressive Web Apps (PWAs) are websites that look and feel like native mobile apps, offering features like offline access and push notifications.
A Request for Information (RFI) is a formal process for gathering information from potential suppliers before issuing a more detailed proposal.
Sales coaching is a process where managers help reps improve their skills and performance through personalized feedback, training, and guidance.
Event marketing is a strategy where brands engage directly with target audiences through live events like trade shows, conferences, or webinars.
Integration testing is a software testing phase where individual modules are combined and tested together to verify their interaction.
Channel partners are third-party firms that help market and sell a company's products or services, acting as an indirect sales force.
SEO, or Search Engine Optimization, is increasing the quantity and quality of traffic to your website through organic search results.
Accounts Payable (AP) is the money a company owes its suppliers for goods or services bought on credit. It's listed as a current liability.
Direct sales involves selling products directly to consumers in a non-retail setting, such as at home, online, or person-to-person.
A marketing play is a repeatable tactic used to achieve a specific marketing goal, like generating leads or driving engagement.
Technographics is data that outlines a company’s technology stack, helping B2B teams identify prospects based on the software and hardware they use.
Sales and marketing analytics involves measuring and analyzing performance data to maximize effectiveness and optimize return on investment (ROI).
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Sales partnerships are strategic alliances where two companies co-sell products to expand their reach, generate new leads, and increase revenue.
Account mapping is comparing your customer list with a partner's to find common prospects and unlock new sales opportunities.
Sales Engineers blend deep technical knowledge with sales acumen, demonstrating a product's value and solving customer problems to drive revenue.
Enrichment is the process of adding third-party data to your existing customer profiles to get a more complete picture of your leads.
A Marketing Qualified Account (MQA) is a target company that has shown significant engagement, indicating it's ready for the sales team to pursue.
Sales workflows are a set of automated actions that streamline the sales process, helping teams engage leads consistently and close deals faster.
Application Performance Management (APM) monitors and manages an application's performance, availability, and the experience of its end-users.
Learn about B2B data, including sources and types of B2B data, leveraging B2B data for sales success, & ensuring the accuracy of B2B data.
The marketing mix is the set of marketing tools a company uses to sell products, defined by the 4Ps: Product, Price, Place, and Promotion.
Website visitor tracking collects and analyzes data on user behavior to understand their journey and improve the overall user experience.
A Simple Object Access Protocol (SOAP) API is a web service that uses XML to exchange structured information between different applications.
A sales methodology is the framework that guides how your sales team approaches the entire sales process, from prospecting to closing deals.
A commission is a service charge paid to an agent for a transaction. It's typically a percentage of the sale, rewarding performance directly.
Learn about buyer, including identifying your ideal buyer, understanding buyer's journey, & evaluating buyer decision processes.
De-duping, or data deduplication, is the process of eliminating duplicate copies of data within a dataset to improve accuracy and save space.
Warm outreach is a sales outreach strategy where you contact prospects with a pre-existing connection, making your message more personal, relevant, and effective.
A Call for Proposal (CFP) is a document that solicits proposals, often through a bidding process, for a specific project or service.
The FAB technique is a sales framework connecting product features to advantages and then to the specific benefits for the customer.
Account-Based Marketing (ABM) software helps teams coordinate personalized marketing and sales efforts to land high-value customer accounts.
Logo retention is a key B2B metric that measures a company's ability to retain its customers, or 'logos,' over a specific period.
A lead list is a curated database of potential customers (leads) with contact information and other key data for sales and marketing outreach.
A Representational State Transfer (REST) API is a web service that uses a simple, stateless architecture for systems to communicate online.
Average Revenue per User (ARPU) is a key performance indicator that calculates the average revenue generated from each user or subscriber.
Retargeting marketing is a digital advertising strategy that targets users who have previously interacted with your website or brand online.
A sales coach is a mentor who trains and guides sales reps to enhance their skills, boost performance, and ultimately close more deals effectively.
Customer retention refers to the strategies and activities a company uses to prevent customer churn and encourage them to continue buying.
A Customer Data Platform (CDP) centralizes customer data from all sources to create a complete, unified profile for each individual customer.
A System of Record (SoR) is the authoritative data source for a specific type of data. It acts as the single source of truth for an organization.
A sales territory is a specific group of customers or a geographic area that a salesperson or sales team is responsible for managing.
Learn about B2B data platform, including key benefits of B2B data platforms, choosing the right B2B data platform, challenges in implementing B2B data platforms.
Intent data tracks a user's online behavior—like searches and site visits—to identify signals that they are ready to make a purchase.
A headless CMS is a back-end content repository that delivers content via API to any front-end, decoupling the content from its presentation layer.
Content Rights Management involves controlling the use and distribution of copyrighted digital media to protect intellectual property.
Sales enablement content refers to the materials and tools that empower your sales team to engage prospects and close deals more efficiently.
Key accounts are a company's most valuable customers, vital due to their significant revenue contribution and strategic importance for growth.
An Account Executive (AE) is a sales professional responsible for closing new business deals and managing existing client relationships to drive revenue.
A consumer is an individual or entity that buys products or services for personal use, not for resale. They are the final user in a supply chain.
An API (Application Programming Interface) is a software intermediary that allows two applications to talk to each other and exchange information.
Cold emailing is sending unsolicited emails to potential customers you haven't contacted before, aiming to start a business conversation.
An Ideal Customer Profile (ICP) is a detailed description of the perfect, hypothetical company that would get the most value from your product.
Persona-based marketing uses fictional customer profiles, or personas, to create targeted messaging for specific audience segments.
A lead generation funnel is a systematic process that guides potential customers from initial awareness of your brand to becoming qualified leads.
Inside sales is a remote sales process where reps sell products or services via phone, email, and other digital tools instead of in person.
A value statement is a clear, concise declaration of the unique benefits a company provides to its customers, outlining its core purpose.
Event tracking is the method of collecting data on specific user actions, or 'events,' on a website or app, such as clicks or downloads.
An AI sales agent is software that uses artificial intelligence to automate prospecting, outreach, and follow-up tasks traditionally handled by human sales representatives.