# B2C2B > **Quick answer**: B2C2B (Business-to-Consumer-to-Business) is a sales model where companies initially target individual consumers who then introduce the product into their workplace, driving broader organizational adoption. This bottom-up approach reduces friction in traditional B2B sales cycles by converting satisfied individual users into internal advocates who influence corporate purchasing decisions. Derrick supports B2C2B lead qualification by enriching prospect data with over 100 company and employee data points directly inside Google Sheets, helping identify which individual users work at target organizations. *Canonical: https://derrick-app.com/glossary/b2c2bx* --- 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 B2C2B B2C2B: B2C2B, or Business-to-Consumer-to-Business, is a sales model where a business first targets individual consumers, who then indirectly facilitate sales or influence decisions at their affiliated businesses.In the B2C2B model, companies initially market their products or services directly to individual consumers, who are often employees or members of an organization. These consumers then bring the product or service into their workplace, leading to broader organizational adoption. This approach leverages the consumer's advocacy and familiarity with the product to bypass traditional gatekeepers in business purchasing decisions. In digital marketing and sales automation, B2C2B strategies can enhance user acquisition and influence by capitalizing on personal endorsements and network effects. This model is significant because it reduces the friction in traditional B2B sales cycles and can accelerate growth by converting satisfied individual users into advocates within their companies. [Skip the definitions. Start generating business now →](/) ## Here is an exemple of : B2C2B A classic example of the B2C2B model is Slack's early growth strategy. The communication platform initially allowed individual employees to create free accounts and use the tool for team collaboration. These employees would experience Slack's benefits firsthand and subsequently recommend it to colleagues. As more team members adopted the platform, it created internal momentum that eventually led to official corporate adoption and paid enterprise subscriptions. Similarly, Dropbox leveraged this approach by offering free storage to individual users who, after integrating the tool into their workflow, advocated for its implementation across their organizations. This bottom-up adoption strategy transforms satisfied individual users into powerful internal champions who influence purchasing decisions at the organizational level, effectively turning consumer relationships into business opportunities. ## You should also read: [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)[Below The Line](/glossary/below-the-linex) ## 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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