Hubspot Guide to B2B2C Marketing

Hubspot has helped popularize clear, practical frameworks for modern marketing, and one of the most useful for complex sales channels is the B2B2C model. In B2B2C, you sell to another business while also building a direct relationship with the end consumer. This how-to guide breaks down that structure and shows you how to apply it to your own marketing.

The approach below is inspired by the B2B2C framework explained in detail on HubSpot’s marketing blog and reworked into an actionable step-by-step playbook you can use right away.

What Is B2B2C Marketing?

B2B2C stands for business-to-business-to-consumer. Instead of selling only to another business (classic B2B) or only to consumers (classic B2C), you:

Sell your product or service to a partner business.
Collaborate with that partner to reach the end consumer.
Share brand presence and customer relationships across the chain.

The key difference from traditional channel or white-label models is that your brand still appears in front of the end consumer. Both you and your partner have a direct relationship with customers, from marketing to support.

How B2B2C Differs from B2B and B2C

To design a strong strategy, you need to clearly see how B2B2C compares to the other two core models.

B2B vs. B2B2C

In a pure B2B model:

You market only to businesses.
Your brand is rarely, if ever, visible to end consumers.
Success is based on long sales cycles and account relationships.

In B2B2C:

You market to both partner businesses and end consumers.
Your brand is visible alongside the partner’s brand.
You share data, customer feedback, and sometimes revenue with partners.

B2C vs. B2B2C

In a classic B2C model:

You sell and market directly to consumers.
You fully own the customer journey and support.
Distribution is often simpler: you and the consumer.

In B2B2C:

A partner business may control key steps in the customer journey.
You must coordinate brand, messaging, and offers with that partner.
Consumer trust depends on both of your reputations.

Examples of B2B2C Marketing in Action

The source article on the HubSpot marketing blog walks through several helpful examples that show how the model works in real life.

Tech Platforms and Marketplaces

Many software and marketplace platforms operate as B2B2C businesses. They provide tools to sellers, restaurants, or service providers, but also maintain a direct relationship with consumers through apps, websites, and support.

In these cases, both the platform and the seller appear in front of the consumer and benefit from marketing efforts.

Fintech and Embedded Services

Financial technology companies often plug into existing brands to reach consumers. The partner business keeps its brand front and center, while the fintech keeps its name, legal responsibility, and customer contact for key parts of the service.

This shared visibility and responsibility is what defines a true B2B2C relationship, rather than a simple reseller or white-label agreement.

How to Build a B2B2C Strategy Using Hubspot-Style Thinking

You can apply the structured, inbound approach often associated with Hubspot to design your own B2B2C strategy. Focus on clear personas, aligned funnels, and consistent experiences for both partners and consumers.

Step 1: Define Both Partner and Consumer Personas

In B2B2C marketing, you always have at least two core personas:

Partner persona: the type of company you need to partner with to reach consumers.
Consumer persona: the end user who actually buys or uses the product.

For each persona, document:

Key goals and pain points.
Decision-making process and who is involved.
Preferred channels (email, social, search, in-app, events).
Success metrics they care about.

Step 2: Map a Shared Customer Journey

Next, map the full journey from first touch to long-term retention. Unlike simple funnels, your B2B2C journey must include both partner and consumer touchpoints.

Awareness: How partners find you and how consumers discover the combined offering.
Consideration: What information each side needs to feel confident.
Purchase or activation: Who handles checkout, contracts, and onboarding.
Loyalty: Who manages support, education, and upsells.

Mark which steps are owned by you, which by the partner, and which are shared.

Step 3: Align Goals and Incentives with Partners

B2B2C only works when every party benefits. Before you launch campaigns, clarify:

Revenue sharing or pricing structures.
Lead ownership and follow-up rules.
Support responsibilities.
Data sharing and reporting expectations.

Document these in a partner agreement and in internal playbooks so your marketing, sales, and service teams stay aligned.

Step 4: Create Hubspot-Inspired Content for Both Audiences

Now design content that serves both the partner and the consumer. Think in terms of the inbound methodology often connected with Hubspot: attract, engage, and delight.

For partners, useful content might include:

Partner program overviews and one-page explainers.
ROI calculators and case studies.
Co-marketing kits with ready-to-use assets.

For consumers, focus on:

Educational blog posts and guides about the problems you solve.
Landing pages that clearly show the combined value of you and the partner.
FAQs and support resources that cover responsibilities for both brands.

Step 5: Plan Co-Marketing Campaigns

Successful B2B2C marketing uses joint campaigns where both brands contribute. Start with one or two clear initiatives such as:

A shared webinar or live event.
A co-branded email series.
Landing pages with both logos and clear messaging.
Social media promotions that tag and highlight each partner.

Define in advance who will drive promotion, who will own leads, and how performance will be reported to both teams.

Optimizing B2B2C Operations in a Hubspot-Like Stack

Even if you do not use the Hubspot software platform itself, you can mirror the way its users structure data and workflows to manage complex B2B2C relationships.

Track Both Partner and Consumer Data

Use your CRM or customer database to create separate records for:

Partner organizations (accounts or companies).
Partner contacts (sales, marketing, and product owners).
End consumers (individual customers or users).

Connect these records so you can see which consumers belong to which partners and how each relationship performs over time.

Standardize Communication Workflows

To keep experiences consistent, build workflows that define:

When partners receive onboarding, enablement, and performance reports.
When consumers receive welcome emails, education content, and upsell offers.
How issues are escalated between you and your partners.

This reduces friction and keeps messaging aligned across every touchpoint.

Measuring B2B2C Success

The original HubSpot article emphasizes that measurement is essential in complex models. In B2B2C, you must monitor performance at both the partner and consumer level.

Core Metrics to Track

Track at least the following groups of metrics:

Partner metrics: number of active partners, partner-sourced revenue, deal volume, activation and churn rates.
Consumer metrics: sign-ups, conversion rates, average order value, retention.
Joint metrics: co-marketing campaign performance, co-branded landing page conversion, support satisfaction scores.

Review these with partners on a regular schedule and use them to refine campaigns, onboarding, and the overall program.

Working with Experts and Tools

Because B2B2C structures are more complex than typical B2B or B2C models, many companies choose to work with specialists who understand both sides of the equation. A consulting partner such as Consultevo can help you design processes, data models, and campaigns that suit your specific market.

Whether you rely on Hubspot or another marketing and CRM platform, apply the same disciplined approach: define the model clearly, align partners, create content for every persona, and measure performance across the entire chain from your team to the end consumer.

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