All related (8)
Hege Thorbjornsen Starling
Director of Product Marketing & Development, hims & hersJune 13

In general I think there is a lot of overlap in the fundamental skill set needed between the two roles even though they operate differently. In consumer product marketing you’re targeting the end-user with your offering/product. In B2B you’re targeting other companies with your offering/product which then helps them solve a problem for the end-user. I love the consumer landscape and most of my roles have been with brands that target the end-consumer so take my answer with that caveat, but I’ll highlight two areas that can impact how you think about market behavior and product launches differently.

The purchasing cycle is shorter

Imagine you need a new computer, as a consumer and end-user you could go online or in store and buy one in a few minutes. However if you were buying a new computer that your friend group of four was going to use. You would have to make sure the selected computer had all the right bells and whistles for every user, have everyone agree and figure out how to split the cost before you make a purchase. Understanding this difference in how a purchase is evaluated and made as a product marketer can impact how, where and at which frequency you communicate benefits of the product to your target audience

Marketing channels & targeting are likely to be different

There is more and more overlap here as our work life and home life merge, but still worth noting. Imagine you’re the product marketer for a new type of yogurt. You’re more likely to use channels such as TikTok or in-store promotional fliers or free samples vs. if you’re the product marketer for an accounting software, you’re more likely to buy ads on Linkedin or in industry publications to reach decision makers within the accounting field.

Brianne Shally
Head of Product Marketing, Nextdoor
* 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 are prepared with a deep understanding of the marketplace, personas, ...
Mike Polner
VP Marketing, Cameo | Formerly Uber, Fivestars, Electronic Arts
I think there has been a massive shift in just the awareness and momentum around Consumer Product Marketing overall. When I joined Eats 3 years ago as the first Consumer PMM, everybody was asking what this role was and how we were different than Brand Marketing or Performance Marketing. Not only at Uber has that changed dramatically, but also, within the industry there has been a really evolution of folks who would traditionally be in "Brand Management" roles at CPG companies starting to move into PMM roles at tech companies. I think there are a lot of similiarities between those two actual...
Brandon McGraw
Sr. Director, Head of Product Marketing, DoorDash
I love this question because I came from brand marketing before. I like to think about it as the distinction between the promise and the proof. The partnership between these two teams is essential. Brand is the promise you make to your customers about your core ethos and what they can expect from you. It sets the tone for the relationship and is the thing that you often fall back on when times get tough. The brand team owns this promise, but like any promise it has to be believable. Your product is the proof. Product Marketing owns showing how the promise of the brand is relevant in uniq...
Aneri Shah
Head of Product Marketing, Ethos | Formerly Meta, Microsoft
Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately familiar with the product, owns inbound product marketing (including user insights, strategy, competitive benchmarking, roadmap prioritization etc.). When it comes to outbound marketing, PMM sets GTM strategy and works with a variety of GTM stakeholders, including comms and integrated marketing, to bring a launch or campaign to life. The integrated marketing team usually works with a group of PMMs covering an entire product ar...
Jasmine Anderson Taylor
Senior Director, Product Marketing, Instacart
Brand plays a critical role in Product Marketing and vice versa. In broad strokes, campaigns are either Product or Brand-led, and if one is leading, to be effective the other must be supporting. If we’re launching a new app, our focus is sharing the value proposition and highlighting key features, but the campaign is delivered in our Brand’s voice and within the umbrella of our broader Brand promise. If we’re launching a campaign to drive greater awareness of our Brand within a category, we’ll put our story and message front and center, but we’ll use key RTBs of our Product to underscore re...
Rayleen Hsu
Head of Consumer Product Marketing, Nextdoor
I think the same best practices hold true no matter what kind of proposal you're putting out there that you need to secure buy-in for - come to the table with a clear, structured ask and always bring data to the table to support your ask. Specifically: * Clearly outline your objectives. Clearly communicate what you're hoping to accomplish by outlining your success metrics and/or learning agenda. No one expects you to have all the answers from the get go but it's essential that you clearly articulate why your initiative matters and what you're hoping to accomplish or learn. Als...