What are the factors you considered when you chose to pursue B2B vs. B2C product marketing? Can you comment on the different career trajectory of B2B vs B2C product marketers?

I’ve held both B2B and B2C PMM roles and while they are definitely different, there are also similarities. Let’s start with what they have in common:

1. Capturing customer insights
2. Focusing on outbound marketing
3. Defining a marketing strategy

Where you start to diverge is how much resources, time and output you may deliver within the PMM scope. When I was in a B2C PMM role, I spent WAY more time in UXR, market research and walking through the customer journey; in my B2B PMM role, I focused my attention more on the MPF, product planning/vision doc, and demo videos. In my B2B PMM role, I would spend more energy on many pitch decks, sales enablement, and ABM.

Another difference is when we think about outbound marketing in a B2B vs B2C context, it becomes pronounced. In B2B, there’s alignment needed between Sales and Marketing. In B2C, your website is probably the most powerful tool in your arsenal.

Lastly, in B2B, the sales cycles are usually longer, TCO may be higher and the contract is more complex as there are multiple stakeholders, possibly even a decision-making committee. In B2C, the sales cycle is typically shorter, the volume makes up for the smaller margins, and there may be a single or a few decision-makers you’re interacting with.

This means that the career trajectory for both types of PMMs can be the same. I’ve seen B2C PMMs cross over into CMO roles for B2B companies because they also have a B2C identity; I’ve also seen people with NO PMM experience take on Chief Growth Officers; and I’ve seen people with B2B experience become Chief Product Officers for B2C companies. Don’t limit yourself and pursue what you are interested in.

When considering career paths in B2B vs. B2C, think about what genuinely excites you. Each path offers distinct approaches—Netflix’s GTM strategy, for example, would look very different from Intuit’s. Starting with the business models and industries that resonate most with you is a great first step.

My path is slightly different than most, as I transitioned from the consumer goods and retail industry into tech; the former focuses more on fostering a general manager mindset as the profit margins are low (while in tech, the focus is usually on sales, the topline growth). Moving into tech, I sought roles where my experience would be valued, allowing me to get closer to the customer and see my impact more directly. While CPG and retail often follow a B2B2C model, where the goal is ultimately to reach the consumer, over time, these sectors have evolved with technology to include both online and in-store models (think Instacart, DoorDash, Walmart, and more!)