Unlike simple B2C tests, B2B experiments require tight coordination with sales, customer success, and even legal. This alignment is crucial to manage customer expectations, contractual obligations, and prevent confusion for client-facing teams.

The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.

In B2C, consumers often know the brand, so the goal is demand amplification. In an indirect B2B channel, the end-user rarely interacts with the brand directly. Marketing's job shifts to equipping and enabling partners to be effective brand advocates when the marketer isn't in the room.

Successful companies like MongoDB don't choose between PLG and enterprise sales. They build a unified go-to-market system that recognizes developers need self-service frictionlessness while large, regulated enterprises require sophisticated, high-touch sellers.

Don't force your sales team to learn and sell a completely new product. Instead, integrate the new capability into an existing, successful product, making it "first" or "default" for that channel. This reduces sales friction and complexity, leveraging established momentum for adoption.

Reframe your market from B2B or B2C to B2H (Business to Human). This change in perspective emphasizes that whether in consumer or enterprise settings, the end-user is a person with emotional needs. This mindset makes "product delight" relevant and essential for all products, not just consumer apps.

Counter to the "do one thing" mantra, Simple AI maintains a free consumer app. This product serves as a potent marketing engine where amazed users become evangelists and introduce the technology to their workplaces, creating a unique B2B acquisition channel.

The traditional divide between B2B and B2C marketing is obsolete. Effective brands must speak to business and consumer audiences with the same authentic voice, bridging efforts to create a cohesive identity, much like how the NFL mothership brand supports individual team brands.

Direct-to-consumer (D2C) brands often excel at straightforward messaging and simple user journeys. B2B marketers should emulate this clarity. Complex B2B products often lead to jargon-filled copy and convoluted website flows, creating friction that a D2C mindset can help solve.