B2B vs. B2C vs. B2P: Adapting to An Era of Personalization

There used to be a sharp contrast between B2B and B2C marketing models, but the lines are blurring, and a new model is becoming more prominent.

The shrinking gap is based on the principle that, behind every decision made for a business or an individual consumer, there is always a human making the choice.

Every decision-maker can be influenced and targeted by personalization, whether they are making a purchase for business or for themselves.

The new model is called Business-to-People (B2P).

Defining the Three Models: B2B vs. B2C vs. B2

Every change in business dynamics also requires an overhaul in digital marketing strategies. Here is the difference between the three models and how B2P differs from the B2B and B2C:

  • Business-to-business (B2B) is a model where a company markets products and services to another company. These purchases are often described as high-stakes, with higher contract values and longer sales cycles. More people are involved in the decision-making. Per company protocols, the buyer must justify the investment, compare alternatives, and minimize risk. B2B marketing has been known to be grounded in the following:
    • Logic
    • Return on Investment (ROI)
    • Risk Reduction
  • Business-to-consumer (B2C) is when a business markets products and services directly to individual consumers. The process is much faster than B2B transactions, and consumers are more easily influenced. B2B companies are also well-known for taking more risks than B2B companies, especially in the modern AI era. Lucidworks found that B2B companies are slower to adopt core and advanced AI capabilities in business, while more than 40% of B2C companies already use AI to improve the customer experience. People may decide on this purchase based on the following:
    • Convenience
    • Brand Reputation
    • Desire
  • Finally, the Business-to-People (B2P) offers a mindset shift from the two contrasting models, B2B and B2C. In B2P, human connection is the center of every transaction. Whether the buyer is a corporate manager or a young adult making purchases online, B2P aims to appeal to them through personalized communication, making the brand feel authentic and relatable. Under this model, purchases are expected to be based on the following:
    • Brand trust
    • Empathy
    • Unique experience

Mapping the B2P Experience: A People-First Model

To build brand trust and deliver a unique experience, digital marketers need to account for every step in the buyer's journey. Market data and AI tools can help your company with this transition. The following B2P starting points need to be enhanced for the customer:

  1. The first website visit must look unique and personalized. In the era of AI tools, where ads and apps are bringing targeted content to people, a generic website will not stand out. The buyer must feel that they have found the right place to purchase.
  2. Your content must meet the user's intent, rather than sticking to technical and transactional terms.
  3. Your marketing outreach should build relationships and engagement across all platforms and lead your brand to media placements that build trust with buyers.

Consult with Scoompy: Let's Formulate a Modern B2P Strategy

If you're ready to bring the B2P mindset to your brand's marketing, you need a dedicated team to execute B2P strategies consistently. Scoompy can do this for you by acting as your in-house team that utilizes SEO, generative engine optimization (GEO), and PR to build human-centric connections. Our B2P strategies will make your brand seem modern, human, and highly relatable to your customers, whether they're individual shoppers or corporate buyers.

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