B2B and B2C recipients - similarities, differences

Question: What made it easier and what made it harder to work with both B2B and B2C customers?

Daniel Szafulera: The opportunity to work for both B2B and B2C customers is something great. It's the perfect MIX. For several years now, we have been dealing with a global trend of so-called consumerization . Many solutions from the consumer world are being introduced to the PRO/B2B world. The following are important:

visual side,
information architecture,
clear presentation of the offer and available options.

Today, these two worlds are very much intertwined. A B2B customer very often wants to be served in the same way (with the same rights) as a B2C customer (e.g. the right to return without giving a reason, withdrawal from a distance contract, testing the product and returning it, etc.).

We can therefore see that synergy between B2B and B2C is now something natural and it is great when you can use knowledge from both areas to implement solutions dedicated to these groups.
Of course, the specific nature of B2B often requires the introduction of solutions particularly adapted to B2B , e.g.: argumenters, consumption calculators, configurators in the form of mobile applications, fast door-to-door service with the provision of a replacement product for the duration of the replacement, on-site technical advice, e.g. on the construction site, but also remotely via the Internet or through various types of product explainers.
Today, manufacturers and distributors play both a direct advisory role for B2B and a content creator, which can be used by stores, retailers, and contractors in contact with consumers.
Content distribution must take place omni-channel, because this is the only way to fulfill the role defined by the authors of this content.
We therefore have a huge challenge for marketing, which must create and distribute content in such a way as not to miss the key link, which is trade intermediaries (wholesalers, retail stores), but also to reach the end user (consumer) with the message.
Thanks to wide access to sources, we currently have a time of interpenetration of B2B and B2C messages , which is ultimately beneficial for the recipients (it affects the increase in awareness of the product and offer).