Lana Khavinson

In general, product marketers need a blend of analytical, creative, and communication skills. Success as a Product Marketing Manager (PMM) requires a deep understanding of both the market and the customer, along with the ability to coordinate various functions within the company to successfully bring a product to market. If you're transitioning from a B2B PMM role, the biggest difference you'll notice will be the marketing channels you use and your proximity to the end user. Your mindset will need to shift slightly, as you will be expected to be the expert on the end user. It will be your responsibility to understand what motivates them, where their pain points lie, and how your company and products can make a meaningful impact. You are the evangelist for these consumers and their storyteller. No one will know them as deeply as you do — and that is your superpower.

Brand plays a crucial role in product marketing by establishing the identity, perception, and trustworthiness of a product in the eyes of customers. A strong brand not only differentiates a product in a crowded market but also fosters emotional connections, drives customer loyalty, and enhances the product’s perceived value. Depending on the size of your company, you may need to drive the brand efforts yourself or collaborate with the brand team. In either case, brand perception will be the foundation of everything you do in the long term, requiring both investment and commitment from you and your company.

At its core, I believe the skills of a B2B and B2C PMM are interchangeable. The Customer: Whether you’re a B2B or B2C product marketer, it’s essential to deeply understand your target audience so you can connect their needs with what your product uniquely provides. In both roles, this requires an inquisitive mindset and the ability to drive or influence user research. (Skill: Drive Research) The Product Experience: In either case, you’ll need to translate your understanding of the customer into key pain points and jobs to be done. You will then work with product teams to influence the roadmap to meet those needs. (Skill: Ability to Influence) The Message: Whether you're focusing on a consumer or a decision-maker at a company, you’ll need to define a clear value proposition that differentiates your product from competitors and resonates with your target audience. (Skill: Storytelling) The Metrics: Data-driven decision-making is critical in both B2B and B2C product marketing. While the metrics may differ, the intent is the same—making informed decisions that allow you to iterate quickly and optimize strategy. Key to this is identifying the right metrics to measure, ones you can own or influence, and that align with business goals. (Skill: Data-Driven Decision Making) The Marketing Channels: Whether your role is B2B or B2C, a core competency will be developing marketing campaigns and materials that break through the noise and prompt your target audience to take action. This requires creativity as well as strong project management skills. While a PMM may not be expected to be an expert across all marketing channels, they must know how to bring together the right specialists, create a vision, and lead the team through execution. There are nuances in terms of the channels a B2B versus B2C PMM may leverage, the length and complexity of the sales cycle, and how the message is delivered (directly to the end user or through a sales team). However, as long as you maintain a data-driven, experimental mindset, you can always learn what works best for your company and role. (Skill: Creativity, Strategic Thinking, Project Management)

Typically, B2B PMMs work closely with Product, Sales, and Enterprise marketing teams to sell complex products or services that require long decision-making processes. They emphasize value and ROI while using relationship-building tactics. On the other hand, B2C PMMs focus on partnering with Product teams to sell or drive engagement directly with individual consumers. Consumer decision-making cycles tend to be much faster and are driven by emotional, engaging messaging and broad-reaching marketing strategies. The skill sets are very similar, so I suggest considering where you gain the most energy. Is it working on large, complex deals? Engaging directly with end users? Or perhaps it's a specific industry or marketing channel? Remember, choosing one path doesn’t mean you can't switch later.

In an ideal world, I believe passion for the industry is critical. As a PMM, you need to be deeply engaged with both the industry and the end user to understand where the opportunities lie and how your company can drive value. That said, the job market doesn’t always allow us to pursue our passion areas. So, if you can’t work in the industry that excites you the most, focus on one where you can gain transferable skills that will be valuable when the time comes to pursue your passion.

One of the most effective ways I’ve seen PMMs transition from B2B to B2C is by moving within the same company, industry, or vertical. This approach allows you to leverage your industry expertise while also learning the nuances specific to a consumer marketing role. When applying for B2C roles, be sure to highlight the skills and experience that will be most valuable in the new role, such as your experience with customer research, data analysis, content creation, and campaign management. Position yourself as someone who can bring fresh insights from the B2B world while adapting to the B2C space.

It does feel that way sometimes, but I think it ebbs and flows based on the latest tech and business trends. When I first started as a PMM, B2C companies were sprouting up everywhere. Then, things shifted, and B2B companies were exploding. There are still plenty of opportunities for a B2C PMM, so if that's where your interests lie, don’t give up. And always remember that even B2B companies need to sell to a person—B2B is really just B2B2C.