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B2B and B2C are not about who buys, but how you sell

TechBrunchBy TechBrunchFebruary 5, 20241 Min Read
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really had I had an interesting conversation with a founder this morning who mentioned that about 70% of their revenue is consumer and the rest is enterprise. They asked how to tell a B2B sales story in the context of a pitch.

The simple answer is this. “That's not true.” The truth is, whether you're a B2B or B2C startup, the question is not who buys your product, but how you sell it. Still, getting the classification right is critical, as it fundamentally impacts your operational structure, marketing approach, and most importantly, your revenue channels.

Typically, founders frame their business model based solely on their target customers. Sounds easy, right? If he sells to businesses, he's B2B; if he sells to consumers, he's B2C. Unfortunately, it's not that simple. This segmentation sounds attractive, but the choice between B2B or his B2C mainly depends on how you build your sales strategy.

Let's clear up some common misconceptions. Although B2B and B2C are considered opposites in many ways, they are not purely audience categories. Instead, they represent distinct sales and marketing strategies that govern a startup's approach to audience engagement, relationship management, and revenue generation.



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