AMA: Hinge Health Director Member Engagement and Consumer Product Marketing, Lana Khavinson on Consumer Product Marketing

At its core, I believe the skills of a B2B and B2C PMM are interchangeable. The Customer: Whether you’re a B2B or B2C product marketer, it’s essential to deeply understand your target audience so you can connect their needs with what your product uniquely provides. In both roles, this requires an inquisitive mindset and the ability to drive or influence user research. (Skill: Drive Research) The Product Experience: In either case, you’ll need to translate your understanding of the customer into ...Read More

Typically, B2B PMMs work closely with Product, Sales, and Enterprise marketing teams to sell complex products or services that require long decision-making processes. They emphasize value and ROI while using relationship-building tactics. On the other hand, B2C PMMs focus on partnering with Product teams to sell or drive engagement directly with individual consumers. Consumer decision-making cycles tend to be much faster and are driven by emotional, engaging messaging and broad-reaching marketin ...Read More

In general, product marketers need a blend of analytical, creative, and communication skills. Success as a Product Marketing Manager (PMM) requires a deep understanding of both the market and the customer, along with the ability to coordinate various functions within the company to successfully bring a product to market. If you're transitioning from a B2B PMM role, the biggest difference you'll notice will be the marketing channels you use and your proximity to the end user. Your mindset will ne ...Read More

One of the most effective ways I’ve seen PMMs transition from B2B to B2C is by moving within the same company, industry, or vertical. This approach allows you to leverage your industry expertise while also learning the nuances specific to a consumer marketing role. When applying for B2C roles, be sure to highlight the skills and experience that will be most valuable in the new role, such as your experience with customer research, data analysis, content creation, and campaign management. Position ...Read More

Brand plays a crucial role in product marketing by establishing the identity, perception, and trustworthiness of a product in the eyes of customers. A strong brand not only differentiates a product in a crowded market but also fosters emotional connections, drives customer loyalty, and enhances the product’s perceived value. Depending on the size of your company, you may need to drive the brand efforts yourself or collaborate with the brand team. In either case, brand perception will be the foun ...Read More