B2C vs B2B – Human beings are decision makers in both cases. So, for B2B, defining a value proposition and mapping it to industries, to verticals, to functions within companies, and really getting sharp on the relevance of your product offering to that customer, is critical.
A lot of B2C companies get overly focused on the demand generation, on the consumer. And there’s actually a lot of value to be had in other parts of the value chain that sometimes they don’t think about.
Read this interesting post from McKinsey.