Breaking Down Business Models: Understanding B2B, B2C, and C2C Models in Today’s Marketplace

by Evie Lewis 

Scott Cuppari, UGA Marketing Professor

The following interview is with Scott Cuppari, a full-time marketing lecturer at UGA with 30 years of real-world experience in ad agencies, various client-side roles and more.

Q: Can you explain the basic definitions of B2B (Business to Business), B2C (Business to Consumer), and C2C (Consumer to Consumer)? How do they fundamentally differ from one another?

A: I’ll start with B2C, which is what most of us see in the real world. This is when a business like Coca-Cola creates marketing tactics to reach consumers and convince them to buy their products. For example, during the holiday season, you’ll see Sprite’s holiday version or the Coca-Cola polar bears, targeting consumers. B2B is more industrial, like Google selling software to Coca-Cola or Salesforce convincing companies to buy their customer relationship management tools. C2C is different because it’s when consumers resell goods to other consumers, like selling Nike or Adidas shoes on platforms like Poshmark. It’s less sophisticated, with fewer rules, and no targeted marketing behind it.

Q: How does the target audience influence the marketing strategies employed in B2B versus B2C and C2C models?

A: In C2C, you just want to sell a pair of shoes, and you need someone to buy them, so there’s no focus on target audience development. In B2B and B2C, however, the consumer should be at the center of your strategy. You need to understand what they think and feel about your company, what barriers might prevent them from considering your product and craft a message that resonates. You also need to know their media usage—whether they’re active on social media, which platforms they use and what they rely on—so you can reach them effectively and compel them to buy.

Q: What are the key differences in the sales processes for B2B and B2C businesses? How does C2C fit into this dynamic?

A: In B2C, the sales process starts with understanding your product, price and packaging—essentially the 4 P’s of marketing. Once you know your consumer, you can influence these elements to persuade them to buy. In B2B, the process is more rigorous. For example, as a software company like Salesforce, I’d need to understand Coca-Cola’s specific requirements and the different needs of various departments—marketing, sales and customer service. Each has different expectations, so my sales approach must be empathetic and focused on listening and understanding these varied needs. I would also need to know who they’re currently using and possibly outbid a competitor.

Q: How do technology and online platforms shape the interactions in B2B, B2C, and C2C markets?

A: Technology is the backbone of B2B. Customer relationship management (CRM) systems like Salesforce, Adobe and Oracle store information about individuals or companies. These systems help identify high, medium or low-quality leads. High-quality leads are easier to sell to, while low-quality ones require more effort and may never convert. Technology not only helps identify and qualify leads but also allows for automated follow-ups.

Q: What are the primary challenges each model faces in today’s market? How do opportunities differ among them?

A: Technology is rapidly changing the business world, especially with AI and machine learning in CRM systems. We need to find high-quality leads more efficiently, and technology is forcing us to adapt quickly. Even as professionals, we’re learning fast, failing quickly and striving to stay ahead of the curve. However, the key remains the same: building long-term relationships with customers and delivering consistent value, which will never change.

Q: Can you provide examples of successful businesses in each category and what makes them successful?

A: One of the shining stars in B2C is Chick-fil-A. They excel at building long-term relationships with customers through exceptional in-restaurant experiences, staff training and a user-friendly app. The app is gamified, making customers feel appreciated and engaged, as we talk about our status levels. In B2B, Salesforce stands out by offering valuable training and tools, including certifications. They make it easy for potential customers and even students to learn about their platform, which helps build a larger ecosystem and fosters adoption. As for C2C, students would be more familiar with success stories in that space.