Hi,
In today’s economy, companies that once thrived by selling exclusively to other businesses (B2B) are now expanding into direct-to-consumer (B2C) channels because that’s where the customer is going.
While B2B remains the core sales engine for many, the widespread adoption of new technology by consumers is pushing businesses to adapt. Done right, this shift allows for diversified revenue streams, faster sales cycles, and insulation from market changes that might otherwise erode existing customer relationships.
But moving into B2C isn’t as simple as adding a product page or tweaking your pricing. It requires rethinking your brand’s messaging, sales structure, operations, and, most importantly, how you connect with different types of buyers.
For sellers, managers, and owners, success in a blended B2B + B2C model means mastering two distinct playbooks: the strategy and patience of B2B selling, and the speed, clarity, and ease expected by B2C buyers. Without alignment, teams risk confusing both audiences and losing both.
This workshop is your guide to navigating the B2B + B2C transition with precision and purpose. The best companies don’t abandon what works; they build on it. By layering in B2C capabilities where they make sense, you’ll find opportunities to expand without breaking your current sales engine.
Turn to Best View Tables Below
DO’S & DON’TS FOR B2B TO B2B+B2C
DO | DON’T |
Start with customer personas and use cases | Assume B2C customers will buy like B2B accounts |
Build separate messaging and funnels for B2C | Copy-paste your enterprise pitch deck into a Shopify site |
Train your team on channel-specific behavior | Expect sellers to "figure it out" without support |
Use digital tools to capture demand early | Wait until revenue drops before acting |
Test and pilot before scaling | Launch a full campaign without a learning phase |
3 WORKSHOP STEPS
STEP 1: MAP YOUR NEW BUYING AUDIENCES
What to do:
Create a dual-audience profile grid comparing your existing B2B customers to your potential B2C buyers. Focus on differences in buying cycles, motivation, budget, objections, and where they spend time online.
Audience | Buying Cycle | Motivations | Typical Objections | Channels |
B2B | 30–180 days | ROI, risk | Budget, timing | LinkedIn, email, webinars |
B2C | 1–3 days | Emotion, ease | Price, trust | Instagram, TikTok, website |
Execution Tip: Use a whiteboard, Miro, or spreadsheet to visualize this side-by-side.
STEP 2: ALIGN YOUR OFFER & MESSAGING