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What are the key differences between b2b and b2c product marketing?

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4 Answers
Consumer Product Marketing
  1. Brianne Shally
    Brianne Shally

    Rippling Marketing Lead • 5y

    B2B and B2C are both H2H (human to human) marketing at the end of the day. I’ve seen folks try to say there's a strong distinction and to ‘pick a lane’. I’m of the mindset that B2B and B2C are more similar than different. I’ve found my experience in B2B especially, in demand gen, has helped me with B2C thinking through app store activations and vice versa.  That said, here’s the minor nuances that I’m oversimplifying:  Sales Enablement: You must work closely with the Sales team to ensure they ar ...Read More

    2,882 Views
  2. Aneri Shah
    Aneri Shah

    Ethos VP Marketing | Formerly Meta, Microsoft • 4y

    Having worked across both, the key differences in my mind fall into 2 key categories: 1) ability to get customer insights, 2) role in the GTM motion. 1. Customer insights - In B2B, it's relatively easy to get on a customer call and get deep insights from some engaged customers. There are also certain customers (e.g. enterprise clients) whose feedback it's easy to skew towards as they contribute disproportionately high revenue. In B2C, you need to get feedback at scale, which is better done throu ...Read More

    1,248 Views
  3. Lara McCaskill
    Lara McCaskill

    Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 6y

    Three words come top of mind for this one: Sales, Enablement and Ops. In a B2B company, you often have 2 (or even more) customers: Sales and Buyers. Sales can be a wealth of information and they are typically highly motivated ($$$$) to get their problems solved and are never short of providing input and feedback to Product Marketing. This can also be challenging to understand what Sales wants versus what actually address Buyer needs. Working with Sales also involves some type Sales enablement fu ...Read More

    1,513 Views
  4. Tracy Montour
    Tracy Montour

    HiredScore Head of Product Marketing • 3y

    Great question! The biggest difference is in the sales cycle and buying process, but it really depends on who the audience is. If a B2B SaaS company is targeting SMBs and is product-led, it is much more similar to a B2C product marketing experience. Where I have seen the biggest difference is in the customer size/type. Working with B2B enterprise SaaS requires a completely different skillset to enable a different and more personalized type of sale. 

    424 Views

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