Forget B2B and B2C: It's a B2P World Now

MarketingProfs 23 Sep 2020 02:00

Once upon a time, defining whom you were selling to guided everything, from how you priced and distributed your products to how you marketed them.

The starting line for just about any company's go-to-market strategy was to figure out whether it's a business-to-business (B2B), business-to-consumer (B2C), or business-to-business-to-consumer (B2B2C) firm.

You may have noticed the use of the past tense there. Like nearly everything else about life right now, business has undergone a transformation because of the COVID-19 pandemic, which is forcing a re-evaluation of all kinds of systems we used to assume made sense.

And now, regardless of whether your company slots into the B2B, B2C, or B2B2C category, the truth is that you're actually in the B2P—business-to-people—business.

It's time to understand what that means—and how to act on it.

"Those who engage in B2P marketing approach their business customers not as mere organizations, but as individual people with unique wants, expectations, and tastes," according to

Continue reading original article...


InThisTogetherMediaPostLiz HaywardInteractive Advertising Bureau
You may also like