B2B and B2B2C — Craig Unsworth

20+ years

I've been working with B2B and B2B2C companies since 2002 and, whilst I’ve also worked within B2C environments, I really do like the challenges posed by selling to other businesses.

My experience includes most aspects of the unique stakeholder requirements that come with B2B, including nuances around growth, how Product works, and how ICP (Ideal Customer Profile) and IBP (Ideal Buyer Profile) converge.

I’m also specifically interested in how B2B scales; often so differently to consumer-focused companies.

What I’ve studied

I studied Digital Strategy at Harvard Business School and focused on the commercial opportunities for digital transformation. My focus was B2B and B2B2C organisations and the impact digital collaboration tools would have on innovation.

I studied Customer Analytics at Wharton with a specific focus on data-led decision making, pricing strategy, and different analysis themes (progressive, regressive, and predictive).

What I’m reading

I’m re-reading ‘Empowered’ by Marty Cagan (founder of Silicon Valley Product Group), with Chris Jones. It’s a fantastic book about what enables top companies - such as Apple, Google, and Tesla - to keep pace with continuous innovation.

“Most people think it’s because these companies are somehow able to find and attract a level of talent that makes this innovation possible. But the real advantage these companies have is not so much who they hire, but rather how they enable their people to work together to solve hard problems and create extraordinary products.”