Is B2P the convergence of B2C and B2B ?

Distinctive B2C and B2B

Only less than a decade ago B2C Marketing was mass marketing for consumers. At the same time B2B Marketing was aimed at relationship building.

B2C change

Nowadays B2C Marketing has taken a different approach by no longer aiming a target groups and market segments but aiming at individual consumers. This is perfectly possible due to the vast amounts or specific of information that can be gathered or collected through the means of Internet, Social media and mobile data. Whereas previously the people in the target segment were treated uniformly with the aim a certain percentage will become customers, now each of the potential buyers are approached individually with the best suiting message.
Hence Business-to-Consumer Marketing has become personal: Business-to-Person.

B2B change

At the same time B2B companies are tailoring their pitches to every specific potential customer. The long sales cycle in B2B gives the companies more time to connect and engage with their prospective buyers. The amount of data about the prospects and the people behind the prospects have increased. It is possible to know what a company is looking for on the vendors’ website and the salesman can know valuable/background information of each employee using social media like LinkedIn or other sources of information available on the Internet.
This allows for specific individual targeted and appropriate messages to the decision team of a company.
Hence Business-To-Business Marketing has become personal: Business-to-Person.

The convergence of B2C and B2B to B2P is a fact and will only become even more effective.

How personal has become your B2B Marketing ?

 

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