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Mastering the Art of B2B2C Marketing: Strategies for Success.

In today's complex business world, many companies face unique challenges when it comes to B2B2C marketing. This special type of marketing involves selling to both businesses and consumers. It requires a strategic approach that considers the needs of both groups. In this post, we'll explore the key ideas and strategies that can help you master B2B2C marketing and drive success for your brand.


Understanding B2B2C

Before we dive into specific strategies, it's important to understand the basics of B2B2C. In this setup, your company sells products or services to another business. That business then sells them to the end consumer. This means you must effectively market to both the other business and the final consumer.

Examples of B2B2C companies include:

  • Manufacturers who sell through retailers
  • Software providers who offer their solutions through resellers
  • Insurance companies that work with brokers to reach policyholders

Balancing push and pull marketing

One of the key challenges in B2B2C marketing is finding the right balance between "push" and "pull" strategies. Push marketing focuses on promoting your products or services directly to the other business. This ensures they have the knowledge and resources to effectively sell to end consumers. Pull marketing, on the other hand, targets the end consumer directly. It creates demand and encourages them to seek out your products through the other business.

To succeed in B2B2C marketing, you must develop a mix of push and pull tactics that address the needs of both groups.

Tailoring your messaging

When creating your marketing messages, it's important to tailor your approach to each audience. For your B2B audience, focus on the features and benefits that matter most to their business, such as:

  • Profit margins
  • Sales support
  • Product training
  • Co-op advertising opportunities
For end consumers, emphasise the value your products or services bring to their lives, such as:

  • Unique features
  • Emotional benefits
  • Social proof
  • Promotions and discounts
By adapting your messaging to each audience, you can create a strong and compelling story that resonates across the entire B2B2C chain.

Using inbound and outbound tactics

To reach both your B2B and B2C audiences effectively, use a mix of inbound and outbound marketing tactics. Inbound marketing focuses on attracting customers through valuable content and experiences. Outbound marketing actively reaches out to target audiences through paid media and direct outreach.

For your B2B audience, consider:

  • Creating informative product guides and sales support materials
  • Hosting webinars and training sessions
  • Developing a robust partner portal with resources and support
For end consumers, explore:

  • Engaging social media campaigns
  • Influencer partnerships
  • Content marketing that addresses their pain points and interests
By combining inbound and outbound tactics, you can create a comprehensive B2B2C marketing strategy that drives results at every stage of the funnel.

Measuring and optimising performance

To continually improve your B2B2C marketing efforts, it's essential to track and analyse key performance indicators (KPIs) for both your B2B and B2C initiatives. This may include metrics such as:

  • Partner sales volume
  • Co-op marketing ROI
  • Consumer engagement rate
  • Customer lifetime value

By regularly monitoring these KPIs and making data-driven decisions, you can optimise your strategies and allocate resources more effectively.


Mastering B2B2C marketing requires a strategic, audience-focused approach that balances the needs of both your partners and end consumers. By developing a mix of push and pull tactics, tailoring your messaging, using inbound and outbound channels, and continuously measuring and optimising performance, you can unlock the full potential of your B2B2C marketing efforts.



At Owen, we specialise in helping companies navigate the complexities of B2B2C marketing. Our B2B2C Harmony Framework provides a proven roadmap for developing targeted, adaptable, and highly effective marketing strategies that drive results. To learn more about how we can help your business thrive in the B2B2C landscape, contact us today.



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