Most businesses fall into one of two categories, following either a business-to-business (B2B), or business-to-consumer (B2C) model. But with all the digital advances that have been made in recent years, things are changing and different models are starting to emerge.

Business-to-consumer-to-business (B2C2B) is one very intriguing new way of marketing a product, which is growing in popularity. This is how it works – a business will begin by “selling” to employees who work within a company they want to target.

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