The Art and Science of B2B2C Marketing (2024)

FAQs

What is the B2B2C marketing approach? ›

B2B2C marketing is using the strategies of both B2B and B2C marketing to attract both businesses and consumers to your platform. If you are a B2B2C marketer, you must effectively market to both users and partners to create an ecosystem that is a win-win for both parties.

B2B2C describes a relationship in which a company partners with another company to reach a broader audience of consumers or offer them a service that it cannot cost-effectively provide on its own. For example, supermarkets partner with online grocery shopping and delivery services.

Example 1: Food delivery. Imagine you work for Uber Eats, Doordash or Glovo. If you work on the product team that sells the service to restaurants, you're on the B2B2C side of the business.

A robust B2B2C Go-To-Market strategy builds direct relationships with end-users. It captures valuable insights, and ultimately drives growth by delivering a seamless experience from product creation to consumption.

Often the term drop shipping and multivendor marketplace model (also known as B2B2C Marketplace) are used interchangeably, however, both of them have their distinct differences. Understand the differences so that you can decide on the model that suits your circ*mstances.

B2B (Business-to-Business) involves transactions between businesses, B2C (Business-to-Consumer) involves transactions between businesses and individual consumers, and marketplaces facilitate transactions between multiple buyers and sellers, often including both B2B and B2C interactions.

Google is an intermediary between your product and consumers' searches – making Google ads a clear B2B2C example.

B2B2C Business Model Defined

An example of this model would be a delivery service like Uber Eats. Uber Eats partners with restaurants to sell their delivery service to the customers of those restaurants.

What is the difference between B2B and B2B2C? ›

To summarise. To sum up, B2B is about businesses selling to businesses and B2C is about businesses selling to consumers. B2B2C, then, blends these two frameworks together, forming a new business model where businesses collaborate with other businesses to sell a product or service directly to the consumer.

A prime example: food delivery apps. They are one of the most common forms of B2B2C e-commerce.

In a B2B2C model, the company in the middle sells a service to businesses and products to consumers. For example, an online retailer like Amazon sells its ecommerce store hosting to other businesses and its quick delivery services to the customers who purchase through their marketplace.

What is B2B2C? In the business-to-business-to-consumer (B2B2C) model, businesses sell products to retailers while gaining valuable data directly from the customers who purchase those goods.

A B2B go-to-market strategy is a step-by-step plan your company creates to find the available market to target in order to win new and continued business.

A frequent example of a B2B2C business model is a manufacturer who sells its products to a retailer, who then resells them to individual consumers. A software business that gives its software to a third-party platform that then provides the programme to end consumers as part of its own service is another example.

For the manufacturer, a D2C strategy will provide higher profit margins, but a B2B2C arrangement may result in more sales. For the partner, it has to be sure that promoting the manufacturer, and allowing customers to go direct, isn't damaging sales of other products.

B2B2C vs B2C

Business to consumer (B2C) is when a business markets and sells to consumers. In contrast, in a B2B2C model, Business A might make products and sell them through a local retailer, Business B. In a B2B2C partnership, Business A doesn't directly sell products or services to the consumer.