Communities
Sign Up / Sign In
AMA: Vanta Head of PLG Product Marketing, Madison Leonard on Consumer Product Marketing
February 15 @ 10:00AM PST
View AMA Answers
Vanta Head of PLG Product Marketing, Madison Leonard on Consumer Product Marketing
Top Questions
Madison Leonard
Marketing & GTM Consultant • February 16
B2C PMM is all about the product itself. You're not having to go through buyers like you do with B2B - so you've got to speak to the product success. Don't make the common mistake I see B2C PMMs make today! I see so many people just focus on output (number of blogs, that a launch happened, co......Read More
493 Views
2 requests
Madison Leonard
Marketing & GTM Consultant • February 16
I spent some time in B2C before transitioning to B2B - I did so easily by transitioning into a PLG B2B company. My skills were more product-focused, so I was able to apply those same skills for retention, activation, and growth in a B2B company. I would say the transition is harder from a sal......Read More
421 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 15
Titles mean different things to different companies - so I would concentrate less on that and more on the day-to-day you're responsible for. If you're already in charge of things like product growth, activation, retention, etc then you can easily transition to B2C product marketing. As fo......Read More
398 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 16
Everything in B2C is based on users and the product. The days of sales narratives, collateral creation, etc are over. Become best buddies with your PMs and Growth leads at your existing companies. Start working on projects that impact end-users (increasing adoption/retention, increasing s......Read More
398 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 15
There is no one-size-fits-all to team building. Everything should focus on business needs and impact. For example, early-stage startups likely don't need an entire role dedicated to competitive intelligence. But a late-stage scaling company would benefit from that role, esp as they move up-ma......Read More
483 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 16
Human attention and distribution. These things aren't new - they just increasingly get harder every year. There are a million apps and products out there. It's more important than ever to differentiate yourself and position yourself accordingly. Also, the days of buying consumers through ......Read More
427 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 15
B2C product marketers work much closer to Product, so you'll need to have a robust understanding of how EPD (engineering, product, design) teams work. You'll be plugging into road mapping and developing user personas alongside your PM counterpart, so you'll need to walk the walk and talk the talk......Read More
378 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 15
I look for 3 main skills when bringing someone on the team: 1. Can they position themselves? If they have the skill to uniquely position themselves against other candidates, you've got yourself a master storyteller. 2. Are they able to manage multiple stakeholders? Test it in a panel......Read More
457 Views
1 request
Madison Leonard
Marketing & GTM Consultant • February 15
The frameworks are pretty similar. Talk with your customers, develop a narrative based on the pain points they have, and craft positioning based on your findings. There are some cool tools out there to help with website message testing (like Wynter), in-app messaging (like Pendo), and competi......Read More
683 Views
1 request
What differentiation in skills and experience do you see between B2B and B2C product marketing?
Asking as a B2B product marketer looking to transition to B2C
Madison Leonard
Marketing & GTM Consultant • February 16
Some B2B companies, such as PLG, put the product at the front of their GTM strategy. The goal is to be very similar to a B2C company in that you target and market directly to end-users. Transitioning from B2C into a product-led B2B organization should be relatively easy. However, the skills g......Read More
484 Views
2 requests
Madison Leonard
Marketing & GTM Consultant • February 16
Great question - the short answer is that traditionally Product Marketing has been seen as sales-focused rather than product focused. In sales-led organizations, PMM doesn't play a big role (usually) in product experience, road mapping, etc. That's soo far from the case with B2C product m......Read More
491 Views
3 requests
Upcoming AMA's
Show All