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B2B+B2C=B2P: A New Business Formula for Undeniable Success

In the ever-evolving landscape of business, a silent but powerful shift is underway.

A shift that is redefining the business formula as we know it, the “Business to Person” (B2P) paradigm.


Like day and night, B2B and B2C brands have traditionally differed in the way they present themselves to their target audience.


“Business is not personal”, as Lee Lacocca -former CEO of Chrysler Corporation – once stated on the subject of B2B. It’s an apathetic transaction between one company and another. It’s about value, lucrative outcomes, rational decision-making, cost-effectiveness and reliability.


B2C on the other hand, is driven entirely by emotions. For the most part, it’s a deeply personal engagement reflecting consumer desires, aspirations, and fears. B2C transactions are not merely about products or services; they are all about creating meaningful experiences.


The fact of the matter is - the target audience for a high street B2C brand like Costa Coffee is somewhat different to that of a B2B enterprise like Salesforce.


BUT -  both brands share one very common aspect – they both target people. It is this simple fact that is changing the formula of how to successfully shape a B2B brand today.



B2B enterprises are waking up to the realisation that profits can be amplified twofold by using the same brand principles as a B2C business. We call it “Business to Person” (B2P).


Take Salesforce, for example. Despite primarily catering to businesses with its cloud-based CRM software, Salesforce has employed B2C practices that have resulted in $25.461B profits in 2023 alone, a 15.63% increase year-over-year.


Salesforce has shaped its Brand identity, Personality and Authenticity entirely around their target personas. They have reverse engineered their brand and shifted their focus on end user goals, pain points and desires.


This has enabled them to create user-friendly interfaces, offer personalised experiences through their platform, and provide more effective customer support.

By prioritising the end-user, Salesforce has not only established itself as a legendary brand leading the B2B software industry, it has also cultivated strong customer loyalty, driving significant growth and profitability.


In today's hyper-connected world, it's not just about selling a product or service – it's about building relationships that stand the test of time.


By identifying your target personas, your brand should shape its identity, personality and authenticity to reflect the goals, answer to the pain points and resonate with the values of your target audience.


By humanising your B2B  brand, you’ll foster trust, loyalty, and meaningful connections with your audience. Regardless of your transaction type, human connection is paramount in driving business success today.


Quirk + Quill specialise in building, developing and maintain legendary B2P brands. If you’re looking to elevate your business contact us for help and guidance.


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