It’s a bit of a paradox.
All consumer sales end up becoming B2B.
To market effectively to individuals, you have to make a business deal. You have make deals with various business channels. Influencers, Media, Gatekeepers. You have to make a deal with a grocery store to be put on the shelf. You have to deal with Social media companies to run ads. And they get the final edit and approval on what you say.
You can’t reach an individual at scale without making some business deal.
All B2B sales are consumer.
To get a business deal, you have to find your champion in the company.
You have to figure out who in the business would care the most about your product and who holds the purse strings to be able to buy it. When you figure that out you have to target that person.