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.
The b2b software that goes beyond the business user and helps the end-user the most, will destroy (b2b2c).
And in the fullness of time, b2c software companies will disrupt many of the incumbents and their crappy b2b Software.