Main takeaways: - Key differences between B2B and B2C Product Management - How to be successful in each - How to successfully transition between the two

1. www.productschool.com
What is B2B vs. B2C Product
Management by Platterz Product Lead

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10. Nimrod (Nim) Fox
TONIGHT’S SPEAKER

11. My Journey (So Far)
B2B
B2C
B2B B2BB2C B2B2C

12. My Journey (So Far)

13. Let’s Define - B2C
“Transactions conducted directly between a company and consumers who are the end-users of its
products or services”
Examples:
Through the ‘PM lense’:
Solving a need for individual consumers, making their lives easier and better

14. Let’s Define - B2B
Through the ‘PM lense’:
Solving a company’s business problem, making their lives easier and better
“Transaction conducted between companies, rather than between a company and individual
consumers”
Examples:

15. What’s different?
Discovery &
Ideation
Iteration
DesignLaunching
Engineering
Product
Lifecycle

16. Who are your users?
Buyers & Users (sometime versus)
Role segmentation
Names and faces
Users are buyers
No roles, albeit different audiences
Data points and stats
B2CB2B

17. What do they need?
Features
Deep understanding
Buy-in / Relationship
Usability
Discover / Serendipity
Value for money
B2CB2B

18. Monetization and Growth
Customers will pay if there’s value/ROI
Licenses, usage based pricing
Start with 1, grow to 10’s, 100’s...
Convince to pay
Pay directly
Start with 100/1000 grow to thousands, millions..
B2CB2B

19. PM Practices
B2CB2B
Discovery/Ideation
Direct requests, regulations,
strategic opportunities
Data, research, analysis
Validation Face to Face, prototype A/B testing, MVPs
Design/UX Features/Usability Usability/Features
Building Relatively big chunks (still
agile)
Small changes
Launching Training/enablement,
support, test partner
GTM, rollout plan
Iteration Direct feedback, sales Data, trends, sales

20. Transition to B2B Product Management
- Domain expertise can go a long way
- Previous experience in B2B (even outside of product) makes it easier to
understand the personas
- Enjoy complex, multi layered problems
- Thinking at scale (not just growth)

21. Transition to B2C Product Management
- Design orientation
- Understand how to turn data into insights
- Be “vocal” (blogs, communities, etc.)
- Pitch an improvement

22. www.productschool.com
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