CRM Modes: B2B, B2C, and Mixed
An immutable setting that shapes how contacts, entities, and SI interact
What It Is
Your CRM mode determines the fundamental relationship structure in Zyntro. It is set during your implementation and cannot be changed afterward — because changing it would require restructuring every contact record in your system.
There are three modes:
B2B (Business-to-Business) — Every contact must belong to an entity (company/organization). Entity sections appear on all contact forms and views. When contacts are imported or created via API, entities are automatically created or matched. SI reads entity context when engaging any contact.
B2C (Business-to-Consumer) — Entities are hidden entirely. No entity sections appear anywhere. Contacts exist independently as individuals. SI focuses exclusively on individual-level context.
Mixed — Entities are available but optional. Some contacts can be linked to entities (B2B relationships) while others stand alone (B2C relationships). This mode is common for businesses that serve both individual consumers and business clients.
Why It Matters
CRM mode affects almost every aspect of contact management:
Contact creation — In B2B mode, the entity search/selection appears first on the add contact form. In B2C, it does not appear at all.
Contact detail view — In B2B/Mixed, the entity section appears on the Contact Data tab showing the linked company, its fields, and other contacts at that organization.
Imports — In B2B mode, the Data Contextualizer automatically identifies and creates entity records from company-related data in the import. In B2C mode, entity fields are ignored.
SI behavior — In B2B mode, SI reads entity-level data (company size, industry, technology stack) alongside individual contact data. This enriches personalization with organizational context. In B2C mode, SI works with individual data only.
Pipeline management — In B2B mode, pipeline views can show entity labels alongside contact names, giving you account-level visibility.
API behavior — The Add or Update Contact API respects CRM mode. In B2B mode, entity creation is automatic when the entity does not exist. In B2C mode, entity parameters are ignored.
CRM Mode Comparison
| Feature | B2B | B2C | Mixed |
|---|---|---|---|
| Entity section visible | Always | Never | Optional |
| Entity required for contacts | Yes | No | No |
| Auto-create entities on import | Yes | No | Yes (when entity data present) |
| SI reads entity context | Yes | No | Yes (when linked) |
| Entity custom fields | Active | Hidden | Active |
| Entity labels on contact list | Shown | Hidden | Shown (when linked) |
| Can change after setup | No | No | No |
