In the world of business, we often like to keep things neatly categorized. There’s B2B — business-to-business — where companies sell their products or services to other companies. Then there’s B2C — business-to-consumer — where businesses sell directly to individual consumers. These two models have been the dominant lenses through which marketing strategies are formed and executed for decades.
But in recent years, a third model has gained attention: B2P — business-to-people. This concept challenges the idea that B2B and B2C need to operate so differently. It suggests that at the heart of every interaction, whether it’s a company buying enterprise software or a person buying sneakers, there is a human being making the decision. And in today’s digital world, that human expects a more personalized, emotionally engaging experience.
So, why are these lines between B2B, B2C, and B2P starting to blur? And what does that mean for businesses like yours? Let’s explore.
Understanding the Traditional Models
Before diving into the idea of B2P, it’s important to understand what B2B and B2C are and why they were viewed as separate for so long.
B2B (Business to Business)
B2B refers to companies that sell products or services to other businesses. Think about a software company selling an accounting platform to a firm or a wholesaler supplying goods to a retail chain. The buying process is usually longer, involves more people, and focuses on logic, return on investment (ROI), and efficiency.
B2C (Business to Consumer)
B2C is when businesses sell directly to individuals. Think about an online clothing store selling a t-shirt to someone browsing on their phone. The buying process is usually shorter and more emotionally driven. People buy based on need, desire, or brand connection.
Because these two models targeted different audiences, marketers believed they required different strategies. B2B was all about numbers, product specs, and detailed sales processes. B2C was about branding, lifestyle appeal, and instant gratification.
But Here’s the Twist: Both B2B and B2C are ultimately selling to people.
And that’s where B2P comes in.
The Rise of B2P: Business to People
B2P, or business-to-people, is a relatively new way of thinking that puts human connection at the center of every business interaction. It’s not necessarily a different type of business model; instead, it’s a mindset shift.
It recognizes that behind every business decision is a person — someone with hopes, fears, responsibilities, emotions, and personal preferences. Whether that person is a purchasing manager at a corporation or a teenager shopping for shoes online, they respond better to marketing that speaks to them on a human level.
B2P marketing focuses on building trust, showing empathy, and creating meaningful experiences. It doesn’t matter if you’re targeting a business or a consumer. What matters is that you communicate in a way that feels authentic, relatable, and valuable.
Why Customer Expectations Are Changing
One of the biggest reasons for the shift toward B2P thinking is the changing expectations of customers. People today are more informed, more connected, and more empowered than ever before.
Thanks to smartphones, social media, and easy access to information, customers can compare products, read reviews, and even interact with brands directly in a matter of seconds. And they expect fast responses, transparency, and personalization.
This digital transformation has blurred the lines between how businesses interact with individuals and other businesses. Decision-makers at companies are also everyday people. They use Instagram, stream movies on Netflix, and shop online like everyone else. So why would they accept dry, boring sales pitches when they’re used to engaging content and smooth user experiences?
Modern buyers crave authenticity. They want to do business with brands they trust, relate to, and feel good about. And this applies equally in B2B and B2C settings.
The Closing Gap Between B2B, B2C, and B2P
So how exactly are the lines between these business models fading?
Well, let’s take a look:
1. Personalization is Now Universal
In the past, B2C brands were expected to personalize their messages because they were speaking to individuals. But now, even B2B buyers expect the same. They want emails tailored to their needs, website experiences that reflect their role, and content that speaks directly to their industry.
2. Emotions Play a Bigger Role Than You Think
It used to be believed that B2B purchases were purely logical and B2C purchases were emotional. But studies now show that B2B buyers are even more emotionally connected to the brands they buy from. After all, their jobs and reputations may be on the line based on the choices they make.
3. Content Is King Across the Board
Whether it’s a consumer watching a YouTube video or a business executive reading a whitepaper, content drives decisions. The tone, style, and storytelling approach used in content is becoming more engaging and less formal across all sectors.
4. UX and Design Matter More Than Ever
A poorly designed website or clunky user interface can turn off any customer, regardless of whether they’re a business or an individual. That’s why clean design, intuitive navigation, and mobile-friendly platforms are essential for everyone.
5. Speed and Convenience Are Expected
Consumers love fast delivery, instant downloads, and real-time chat support. B2B buyers now expect the same. They want quick responses, easy-to-understand proposals, and frictionless transactions.
The takeaway? People want to feel seen, understood, and respected. And businesses that can deliver on this will win.
Real-World Examples of B2P Thinking
Let’s look at some real-world brands applying B2P strategies effectively.
Slack is a business communication tool used mainly by teams and companies. It’s technically B2B. But if you look at their website, product onboarding, and even their error messages, they speak in a fun, friendly, and helpful tone. They aren’t selling to businesses; they’re speaking to the people in those businesses.
Zoom is another great example. During the pandemic, Zoom became a household name. While it’s designed for businesses, its simple interface and accessible brand voice made it easy for schools, families, and individuals to use.
Nike, a B2C brand, uses deep personalization and storytelling that makes people feel like the hero of their own fitness journey. Their approach can be adapted to B2B brands that want to emotionally connect with customers.
Even LinkedIn, a professional B2B platform, has shifted its content to include more human-interest stories, real-life challenges, and authentic voices.
These brands show that regardless of the audience, human-centric messaging creates stronger bonds.
What This Means for Your Business
Whether you’re running a tech startup, a digital agency, or a local business, embracing B2P principles can transform how people experience your brand.
It means thinking beyond titles like “customer” or “client” and remembering that there’s a real person on the other side. It means:
- Writing emails like you’re talking to a friend, not just a name on a spreadsheet.
- Designing websites that are not only functional but also enjoyable to explore.
- Creating marketing campaigns that touch hearts, not just wallets.
Your potential customers are smart, busy, and flooded with information. The best way to stand out is by making them feel understood and valued.
How Effe Towers Helps Businesses Bridge the Gap
At Effe Towers, we understand that digital experiences should be human experiences. Our approach to branding, website development, and marketing is rooted in empathy, personalization, and simplicity.
We don’t just build digital tools; we build digital spaces that speak to your audience in their language. We don’t just write content; we craft stories that reflect your values and resonate with real people.
Whether you serve other businesses or individual consumers, our goal is to help you connect more deeply with the humans behind the screen. From intuitive UI/UX design to emotionally intelligent marketing strategies, we help you move beyond B2B and B2C and into the realm of B2P.
Because in today’s world, people choose brands that feel like they “get them.”
Final Thoughts: The Future Is Human
As technology evolves, marketing doesn’t have to become colder or more mechanical. In fact, it’s quite the opposite. The most successful brands of the future will be those that lean into empathy, clarity, and connection.
Whether you’re targeting a CEO or a college student, the path to success is the same: speak to the person.
So as you build your next campaign, website, or email sequence, ask yourself not just, “What does the business want?” but, “What does the person behind the business care about?”
That’s the power of B2P. And that’s the future of marketing.
Ready to connect with your audience on a human level? Let Effe Towers help you design strategies and experiences that speak directly to the people who matter most to your business.
Frequently Asked Questions (FAQ)
1. What is the difference between B2B, B2C, and B2P marketing?
- B2B (Business-to-Business) marketing targets companies and organizations that purchase products or services for business use.
- B2C (Business-to-Consumer) marketing targets individual consumers who make purchases for personal use.
- B2P (Business-to-People) marketing focuses on the individual behind the business or consumer label, blending both B2B and B2C tactics to engage real people on a human level.
2. Why is B2P marketing becoming more popular?
B2P marketing is gaining traction because people now expect brands to communicate authentically, personally, and emotionally, regardless of whether they’re making business or personal decisions. Technology, social media, and shifting buyer expectations are pushing companies to humanize their marketing efforts.
3. Is B2P marketing replacing B2B and B2C strategies?
No, B2P is not replacing B2B or B2C. Instead, it’s enhancing them. It’s a mindset that helps businesses treat all buyers as people first, improving trust, connection, and engagement in both B2B and B2C scenarios.
4. What are examples of B2P marketing in action?
B2P marketing examples include:
- A software company creating relatable social content that addresses a buyer’s personal frustrations at work.
- A B2B brand personalizing emails with storytelling and user-first language.
- A B2C brand using empathy in messaging that acknowledges current customer challenges.
5. How can I shift from B2B/B2C to B2P marketing?
Start by:
- Understanding your audience as individuals, not just segments.
- Personalizing your messaging based on real human needs, motivations, and pain points.
- Creating authentic content that connects emotionally and offers value.
- Using data ethically to personalize without being intrusive.
6. Is B2P marketing suitable for small businesses?
Absolutely. In fact, small businesses often excel at B2P marketing because they’re naturally closer to their customers. With fewer layers of bureaucracy, they can build personal, authentic relationships faster.
7. Does B2P marketing improve customer retention?
Yes, B2P marketing helps improve customer retention by building stronger emotional connections. When people feel seen and understood, they are more likely to trust, engage, and stay loyal to your brand.
8. What channels are best for B2P marketing?
The best channels include:
- Email marketing with personalized, story-driven content.
- Social media platforms that allow direct, authentic interaction.
- Video content that showcases your brand’s human side.
- Blogs and thought leadership that empathize with audience challenges.
9. Is B2P marketing measurable?
Yes. You can measure B2P marketing effectiveness through engagement rates, conversion metrics, customer satisfaction surveys, repeat purchases, and brand sentiment analysis. Tools like Google Analytics, CRM software, and customer feedback can offer insights.
10. What industries benefit most from B2P marketing?
B2P marketing is effective across industries—from tech and finance to healthcare, retail, and professional services—because in every industry, you’re ultimately communicating with people.
