# B2B2C > **Quick answer**: B2B2C describes a three-tier business model where a company sells to another business that then serves end consumers, such as a CRM vendor selling to retailers who use it for customer engagement. This model combines B2B efficiency with B2C reach, requiring detailed insights into both partner businesses and final consumers. Derrick supports B2B2C workflows by enriching company and contact data across both tiers from within Google Sheets, enabling partner profiling and end-user targeting at €9 monthly starting price. *Canonical: https://derrick-app.com/glossary/b2b2cx* --- Understanding how data enrichment can be applied in real-world scenarios to drivebusiness results and improve operational efficiency. [Start Enriching Now](https://workspace.google.com/marketplace/app/linkedin_email_phone_finder_ia_%E2%80%94_derrick/3746789989?flow_type=2) ## Definition B2B2C B2B2C (Business-to-Business-to-Consumer): B2B2C is a business model where a company sells its products or services to another business, which then sells these products or services to the end consumer. In digital marketing and sales automation, B2B2C is crucial because it combines the efficiency of B2B transactions with the broad reach of B2C engagement. This model allows companies to leverage partnerships to access new markets and consumer bases more effectively. By utilizing data enrichment in a B2B2C framework, businesses can gain deeper insights into both intermediary partners and end consumers, optimizing their marketing strategies and sales processes. For instance, data enrichment can provide detailed customer profiles that help tailor marketing efforts, enhancing consumer experiences and increasing conversion rates. The B2B2C model is significant as it encourages collaboration between businesses, leading to innovative solutions that benefit the end consumer, thereby driving growth and competitive advantage in the marketplace. [Skip the definitions. Start generating business now →](/) ## Here is an exemple of : B2B2C For example, a software company develops a customer relationship management (CRM) platform and sells it to retail businesses (B2B). These retailers then use the CRM to enhance their own customer shopping experience, offering personalized recommendations and loyalty programs to consumers (B2C). The software company doesn't directly interact with the end consumers, but their product significantly impacts the consumer experience. Through data enrichment, the software company can help retailers understand purchasing patterns and preferences, allowing them to create more targeted marketing campaigns. Meanwhile, the retailers benefit from increased customer satisfaction and sales, creating a win-win-win scenario across the entire B2B2C chain. ## You should also read: [B2C2B](/glossary/b2c2bx)[Bab Formula](/glossary/bab-formulax)[Bad Leads](/glossary/bad-leadsx)[Ballpark](/glossary/ballparkx)[Bant Framework](/glossary/bant-frameworkx)[Batch Processing](/glossary/batch-processingx)[Behavioral Analytics](/glossary/behavioral-analyticsx) ## Why teams choose Derrick. Powerful features that save time and boost your sales pipeline. ### ENRICHMENT #### 100+ data points on companies & leads. ### AI POWERED #### Run AI on Sheet for 0extra-cost. ### 0 MINUTE LEARNING CURVE #### Know Google Sheets?Know Derrick. ### BEST VALUE #### Same quality data, fora fraction of the cost. ## Every feature you need to succeed Comprehensive tools to find, enrich, and qualify your leads. 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