The Three-Layer Communication Challenge

B2B2C is the hardest email marketing model in SaaS. You are not just managing one relationship. You are managing three: your platform to business clients, business clients to their consumers, and sometimes your platform directly to consumers. Each layer has different triggers, different branding, and different success metrics.

The companies that handle this well treat each layer as a separate communication track with shared infrastructure. Your B2B client onboarding uses your brand and your domain. Consumer-facing emails use the client's brand and domain. And platform-level communications (outages, security updates) go to everyone with appropriate context.

Your Clients' Success Is Your Success

In B2B2C, your most important email sequences are not the ones you send to consumers. They are the ones you send to business clients. If a client fails to onboard properly, their consumers never engage. If a client does not understand the platform's capabilities, they cannot serve their consumers well. If a client's engagement drops, the consumer base follows.

Invest heavily in B2B client success sequences. Track their consumer metrics and proactively reach out when things look off. The cost of losing a B2B client includes all the consumers beneath them.

Consumer Volume Economics

B2B2C creates interesting email economics. A single business client might generate thousands of consumer emails per month. Per-contact pricing models break down fast when you are responsible for both B2B contacts and their consumer bases. Look for per-email pricing or negotiate volume rates that account for the two-layer structure.

Tools like Sequenzy with pay-per-email pricing align naturally with B2B2C economics. You pay for actual usage rather than for the total number of consumers in your system.