For products that serve both B2B and B2C, how do you bring about a differentiation between their B2B and B2C Product Marketing since there might be a lot of overlap of Personas and JTBD (Jobs to Be Done) across both?

As a product marketer how would they tell the story to both sides of the coin, where it's the same user but their JTBD has changed.

Answer

3 Answers

Building a Product Marketing Team

Candace Marshall

Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y

Great question, and it's common! Many of the products my team own today serve both B2B (business-to-business) and B2C (business-to-consumer) use cases. Generally, we develop our product messaging and positioning broadly enough to speak to both. It's critical to anchor to the pain point and value. If needed, you can also consider verticalizing your product messaging to speak more directly to b2b and b2c use cases. It doesn't have to be either/or. My last tip is just consider where in the funnel i ...Read More

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John Hurley

Notion Head of Product Marketing • 3y

Good question. Constant tension. Don't abandon the consumer, but focus on where do we make money (b2b). Find the right investments and channels that will support the consumer (community, influencer, social, specific time-relevant consumer campaigns like 'Back to School' or 'New Year Resolutions'), but we focus 80% of time on B2B audiences and use cases because that's the core of the business. Only once we really feel we have the B2B side nailed do we think about the consumer side. Whenever possi ...Read More

3,096 Views
Lindsay (Saran) Gatta

Moloco Product Marketing Director • 1y

Here's how I like to approach these complex product categories: 1) Identify if your product is a B2B2C or B2C2B category 2) Identify the functional and emotional benefits your product has for both audiences 3) Connect your macro value prop to both audiences by leaning into where there are shared benefits (from step above)4) Connect your macro product benefits to both audiences by learning into where there are shared benefits 5) Differentiate benefit statements and product reason to believe state ...Read More

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