Having products and services that can be marketed both to other businesses and to consumers can be a great advantage to a company. But it can also be a curse if the marketing message doesn’t target the nuances of each persona for those B2B/B2C clients. The size of the company and its available budget are irrelevant.
I mentioned in the last module of this Social Media Marketing Roadmap the increasing trend for B2B buyers wanting B2C consumer experiences.
However, instead of focusing their efforts to make the buying experience feel more B2C, B2B/B2C clients should concentrate on the ideal customer for each segment.