by Todd Winking


I’m always intrigued by the latest marketing trends. I’ve been around long enough to fondly remember when event marketing made the shift to “experiential” marketing – where consumers now “experience the brand!”

However, lately, there’s a new marketing trend that I’m wholeheartedly embracing.

The concept I’m referring to is the branding of “X,” which stands for Business-To-Everything, or B2X. It’s not just B2C, and it’s not just B2B – it’s B2X.

This concept resonates with me because, thanks to the convergence and interconnectedness of all things, including Generative AI – traditional marketing models and strategies are in quick need of an upgrade to keep pace with today’s modern business ecosystem.

To me, B2X represents the ultimate progression for advancing brands. But what exactly is it?

B2X is a holistic approach that recognizes the interconnectedness of ALL stakeholders: businesses, consumers, partners, suppliers, and employees.

In this article, I’ll delve into the key reasons why B2X offers a more effective way to transform your sales and marketing efforts.

1.Personalization: Connecting on a Deeper Level

To no marketer’s surprise, the foundation of B2X marketing lies in personalization. By treating all stakeholders as unique customers, businesses can create tailored experiences that resonate deeply with each individual. Personalized interactions build trust, foster loyalty, and increase customer satisfaction, leading to higher customer retention rates and increased lifetime value.

In B2X, personalization goes beyond simply addressing individuals by their names. It delves much deeper to truly understand – and embrace – customers’ unique preferences, pain points, and purchase habits. Armed with this valuable data, businesses can create highly targeted marketing campaigns that deliver the right message at the right time, significantly boosting conversion rates.

In the end, personalization is all about building better relationships with your customers.  The kind that make them feel unique, different, better, special.

2.Enhanced Customer Experience: The Heart of B2X Success

B2X marketing places customer experience at the forefront of all efforts. Whether it’s a B2B buyer seeking efficient solutions or a B2C consumer looking for delightful experiences, businesses must strive to meet and exceed their expectations. By providing seamless interactions, quick response times, and exceptional service, B2X enhances the overall customer journey.

A positive customer experience influences not only their buying decisions, but also their likelihood to advocate for the brand, which is critical in today always on, social-media-driven world. Thus, surprising and delighting customers is a sure-fire way to stand out and drive organic growth through positive word-of-mouth.

3.Omni-channel Approach: Engaging Customers Everywhere

In a hyperconnected world, customers interact with businesses through their preferred channel of choice. A robust B2X strategy leverages an omni-channel approach to meet customers where they are, creating a consistent experience across all touchpoints.

From physical stores to social media, websites, mobile apps, and beyond, B2X marketing ensures that customers can seamlessly switch between channels without losing continuity. This unified approach enhances brand perception and helps businesses remain top-of-mind, fostering long-lasting 1:1/1:X relationships with their audience.

4.Integrated Sales and Marketing: A Cohesive Front

A critical aspect of B2X marketing is the alignment of sales and marketing efforts. In a traditional B2B or B2C setup, sales and marketing teams often operate independently (can you say silos!), leading to communication gaps and inconsistent messaging. In contrast, B2X emphasizes a collaborative approach to ensure a seamless customer journey from prospect to purchase.

By sharing insights, data, and feedback, sales and marketing teams can adapt their strategies in real-time, addressing customer needs more effectively. This integration – or what we at d2 refer to as CollaborAction – results in a unified brand experience that builds trust and credibility.

5.Digital Transformation: Empowering Business Agility

Digital transformation is integral to the success of B2X marketing. By leveraging advanced technologies like data analytics, AI, and automation, businesses can gain invaluable insights into customer behavior and preferences. This data-driven approach enables them to anticipate customer needs and respond swiftly to changing market trends.

Perhaps more importantly, Automation streamlines repetitive tasks – like customized email workflows – allowing teams to focus on more high-value activities versus wasting hundreds of hours per week in frustrating, time-sucking tasks that add little-to-know value. B2X empowers organizations to capitalize on leading-edge technologies in order to enhance and accelerate customer journeys and stay one step ahead of their coemption.

6. Value Propositions: Catering to All Stakeholders

B2X marketing acknowledges that all stakeholders play a significant role in the success of a business. Whether it’s satisfying B2B clients with efficient solutions or delighting end consumers with innovative products and personalized experiences, a holistic approach considers the needs of all entities.

By crafting value propositions that address the specific pain points of each stakeholder group, businesses create win-win situations. Strengthening relationships with suppliers, partners, and employees leads to greater collaboration and improved supply chain efficiency, ultimately benefiting the end consumer.

7. Community Building: Fostering Loyalty and Advocacy

In a B2X strategy, community building is a powerful tool for fostering loyalty and advocacy. By creating a sense of belonging and involvement, businesses can turn customers and stakeholders into active participants in their brand story.

Communities provide a platform for customers to share experiences, offer feedback, and engage with the brand on a deeper level. This direct, two-way connection enhances trust and fosters long-term relationships, making customers more likely to choose the brand repeatedly and recommend it to others.


In conclusion, B2X is more than just a marketing trend – it’s a complete paradigm shift that recognizes the interconnectedness of all stakeholders in the business ecosystem. By embracing personalization, prioritizing customer experience, adopting an omni-channel approach, and integrating sales and marketing efforts, businesses can achieve exceptional results. The focus on digital transformation, value propositions, and community building further strengthens relationships and drives long-term success. As the lines between B2B and B2C continue to blur, businesses that embrace B2X will be better equipped to meet the ever-evolving needs of their customers and stakeholders, securing a competitive advantage in the dynamic marketplace.