B2B and B2C is the way marketing has been described for the last 20 years.
Marketing when successful has always been P2P, person to person.
Successful marketing is about engaging with people and people engage around stories, not data and specifications, and jargon, stories.
Stories about your history, products, and how they relate to the world, happy stories, informative stories, stories that are metaphors, that enlighten, that pique curiosity, that deliver lessons of things that should not be done again, and sometimes sad stories.
Successful marketing is always about the stories, and stories are told by people, even when there is a vehicle for delivering the story in the middle.
If you remember this basic building block of our humanity, marketing becomes easier.