Because term Path to Purchase is most commonly used in conjunction with "shopper marketing," many people think of the P2P in the context of retail environments and the Business-to-Consumer model. In reality, however, it applies to both Business-to-Consumer and Business-to-Business environments. Only the definition of "consumer" really changes when it's applied to B2B. Success metrics are required in both instances, be it testing out a specific consumer-focused initiative in the B2C realm, or proving to an interested retailer that a particular device will create a significant benefit to their enterprise in the B2B realm.
Along the supply chain, we assist our B2B clients in the design and introduction of new products and services, to post sale service through to life-cycle testing.