Pretty much all winning software is B2C in the sense that individual human beings have to love using it and succeed.
The most user-centric product will always win in the end, even if the business model is ostensibly B2B.
Further, the user-centric B2B product that goes beyond the business user and helps the end-user the most will defeat those that don't (I.e. Some B2B2C features).
And in the fullness of time, B2C products will disrupt many of the incumbents and their crappy B2B Software.
Product & Startup Builder