Usually what I've seen is that successful products are often ones that let average people become richer. ViaWeb, DropBox, AirBnB, AdSense, AdWords, EBay, Etsy, Kickstarter, Google Apps - these are all B2B2C products that let ordinary people make some small amount of money doing things that are quite within their grasp.

It's easier, but what I've noticed with many companies that follow that model is that a handful of clients(maybe even just one) end up controlling most of the revenue. That sort of buyer power is not good for any company's long-term prospects.