What qualities in a B2B marketer do you think are applicable to Consumer Product marketing? What are skill gaps that a B2B marketer could improve on to become more consumer-focused?

Business customers are all consumers at the core, but there are really important distinctions.  For one, businesses have totally different buying patterns and a myriad of channels to reach them through. When you're working for a traditional consumer technology company you're most often relying on scaled channels to reach people. Scaled is usually a part of the mix on B2B, so I'd look for opportunities to show command of those channels. For another, consumers are fickle. A business is usually loo ...Read More

As someone who started in consumer brand, then went to B2B2C product marketing, then back to B2C product marketing, these are the areas of overlap I’ve seen between the two: Competitive landscape and audience insights: Deep understanding of both the competitive landscape and your target audience (in B2B that tends to be buyers/decision makers in certain verticals/industries, whereas in B2C it’s a broader psychographic/behavioral target) Cross-functional collaboration: Working cross-functionally, ...Read More

B2B and B2C Product Marketers have much in common in the way of skills, both must assume the role of Voice of Customer and Voice of Product. Both must be strategic thinkers with an exceptional ability to execute. Insights gathering, GTM strategy and execution, and cross-functional collaboration are core needed skills for PMMs in both industries. In fact, many Consumer PMMs I’ve hired over the years were once B2B PMMs.   That said, B2B product marketers who wish to transition to B2C should spend ...Read More

As I mentioned above there are so many applicable skills across B2B and B2C — just learning the PMM craft is key regardless of the company/audience. There are several applicable qualities that a B2B marketer can bring to consumer PMM including the following: messaging & positioning, relationship building & XFN influence, data-driven decision making, and market/competitive research.  While B2B PMMs often have direct access to customers via sales PMMs in consumer roles are required to play ...Read More