When a company targets an internal influencer (employee) from another company to get that company’s business.

B2C2B, or Business-to-Consumer-to-Business, refers to a business model where a company interacts with individual consumers first, and then leverages that initial interaction to establish a business-to-business relationship.

Here’s a breakdown of the B2C2B model:

Core Function: B2C2B businesses create a situation where a consumer’s initial purchase or use of a product or service triggers a secondary B2B transaction.

There are two main scenarios for B2C2B:

  • Freemium Model: Companies offer a basic version of their product or service for free to consumers. This initial engagement with the consumer allows the company to collect valuable data on usage patterns and preferences. This data can then be used to sell premium features or functionalities to the consumer (B2C), or to sell anonymized or aggregated data insights to other businesses (B2B).
  • Referral Programs: Companies incentivize existing consumers to recommend their product or service to others (B2C). When a new customer signs up or makes a purchase through a referral link, the company might reward both the referrer (consumer) and the new customer. In essence, the initial consumer becomes a marketing channel for the business, facilitating a B2B transaction (acquisition of a new customer) for the company.

Examples of B2C2B:

  • Cloud Storage Services: A cloud storage provider offers a free tier with limited storage space to consumers (B2C). When consumers reach the storage limit and need more space, they are incentivized to upgrade to a paid plan (B2C). Additionally, the company might anonymize and aggregate user data on storage usage patterns, which can then be sold to businesses for market research purposes (B2B).
  • Ride-Sharing Apps: A ride-sharing app connects passengers (consumers) with drivers (independent contractors). The passenger pays for the ride (B2C), and the app collects a commission from the driver (B2B).
  • Credit Card Rewards Programs: A credit card company offers rewards points to consumers for using their card (B2C). These points can then be redeemed for travel, merchandise, or other benefits offered by partner businesses (B2B).

Importance of B2C2B:

The B2C2B model allows companies to:

  • Acquire Customers Efficiently: Leveraging satisfied consumers to promote products or services can be a cost-effective way to reach new customers.
  • Gain Valuable Data: Data collected from consumer interactions helps businesses understand user behavior and preferences, which can be used to refine their offerings and marketing strategies.
  • Develop Strategic Partnerships: B2C2B models can foster collaboration between companies in complementary industries, creating new value propositions for both businesses and consumers.

Limitations of B2C2B:

  • Reliance on Consumer Behavior: The success of the B2C2B model hinges on consumers actively engaging with the initial product or service and taking the desired action (referral, upgrade, etc.).
  • Data Privacy Considerations: Companies need to ensure they collect and use consumer data responsibly and comply with relevant data privacy regulations.