B2P = Business to Professional

The broad definitions of defining a target market for a technology product or service have a new addition and it is you.

Traditionally, consumer products were Business to Consumer (B2C) and business products were Business to Business (B2B) primarily based on who and how the decision to purchase is made.  Consumer traditionally via an individual and Business via procurement or the like.

Now that products can be delivered via the web, apps, app marketplaces, mobile, etc. a new way to look at how and who you market to has emerged.  

Businesses have employees and those employees are people.  People who now are able to find, try, and even purchase products on their own and bring them to the workplace.  They can then share them with others without central coordination or control.  While not always perceived as a good thing from a IT risk management perspective, this is driving a whole new level of innovation inside businesses.

B2P requires consumer marketing savvy combined with enterprise marketing reality.  Solve a problem but do so in an interesting and even entertaining way that matters to the individual first.

What do you think?  Leave a comment below or send me an email.