B2C2B

B2C2B, which stands for Business-to-Consumer-to-Business, represents a distinctive variation of the B2B model where a business seeks to market its products or services to another organization by first appealing to and selling to the employees of that organization. By engaging these employees as consumers, the selling business can utilize their satisfaction and influence to drive a sale to the larger entity they belong to, based on the premise that content individual users within a company can encourage broader corporate adoption of the product or service.

The B2C2B model significantly influences sales strategies by:

Successful B2C2B strategies typically include:

Although both B2C2B and B2B2C frameworks involve an intermediary, their aims and focuses are distinct. The B2C2B approach concentrates on the employees of a target organization, using their satisfaction and influence to achieve a B2B transaction. Conversely, the B2B2C model focuses on collaborating with another business to access end consumers, who remain aware of the original brand.

To successfully implement B2C2B in your organization, a strategic method is necessary to engage individual consumers and facilitate their transition to corporate-level adoption. Here are several steps to keep in mind: