Business-to-business (B2B) and business-to-consumer (B2C), both the businesses have their own place in the market and differ with each other in many ways yet intersect at more than one point. However, everything starts with the business ends up reaching to the customers and between the two points, there are a number of stratums exist.
Since the market has so many common intersection points, the individual consumers play an evident role in the B2B business. Consumers are the ones who increase or decrease the value of a brand. So for the growth of any business, one should remember to keep the consumers on the focal point. Now suppose, you have just started a business and your purpose is to walk into the B2B market. Your prime target will be the businesses of your targeting domain and with pulling a lot of strong efforts; you would have to build credibility in the market. Now once you set up your business and your product starts reaching the consumers, your future will be contingent on the consumer’s trust in your brand and their word of mouth. Thereafter you would have to keep the consumers on the point of your target as well.
In between business and consumer, there are so many businesses that work as a mediator. They buy products from a point and sell them to another mediator or to final consumers. There can be one, two, or more mediators.
Consumers should be the principal interest of the market. It’s right that if you are into B2B market, your buyers won’t be direct consumers but if consumers won’t buy your product than who will. For once you can hold up your business by selling to your buyers but your buyers are into the business as well and if no one will buy from them then why they would be buying your product. This is called “derived demand”, where the final consumer is the source of B2B sales.
If you have an established business and the consumers of your product like it and keep their trust under the couch then your buyer will be the continued strength of your business. But once your name fades out of the final consumer’s minds, eventually your relation with your buyers will fall off.