Tip: Consider a combined B2C/B2B model to skyrocket revenue

Hoping to reach a bigger pool of prospective customers while staying on-brand? If you're a B2C, consider adding a B2B offering (and vice versa).

Coursera started with a B2C model, then added a B2B offering (upskilling employees) later. Now, B2B sales bring in roughly a third ($136MM) of the company's revenue. They didn't change their positioning to do this. Their primary landing page still focuses on B2C, but they added a section that shows the B2B offering and links to a subdirectory for businesses. Importantly, Coursera uses different messaging for each target audience. When speaking to B2B prospects, they focus on the ROI and name-drop their biggest B2B customers. For B2C, however, they show off free courses and focus on their mission of democratizing education. In addition to messaging, they tailor their SEO by targeting the specific keywords that business prospects will search. And then, when they've got a lead, their onboarding is white-glove. As you can see, there's a lot involved in targeting these two very different types of customers. In most cases, it's best to target one or the other initially. But once you have one type of customer firmly in hand, a combined model could take your business to the next level.

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