Hey there Julianna,

You know that's a really great question, and for B2B specifically, the approach can differ somewhat.

As an example, enterprise products that are tailored for other businesses are essentially offering those other businesses "future money at a discount."

That is to say that most businesses purchase and use enterprise software because it helps them increase their profit margins more than if they didn't.

For that reason, enterprise UX can require a slightly different approach, and that's typically where UX design crosses into product design.

All that being said, at some point an actual user will have to use the product, whether it is B2B, B2C, or B2BC, and it is important to make sure that the end-user is well-supported with good UX practices as well; these values essentially being universal to all users within the context of their particular requirements for the task at hand.

I know that's a bit long-winded but I hope that it adequately answers your question, and if not, please feel free to let me know and I will do my best to clarify.