What differentiation in skills and experience do you see between B2B and B2C product marketing?

Across PMM there is a shared core set of skills and competencies. The fundamentals are very much the same — it's about knowing the customer, finding the defining insight, and transforming that into product strategies and go-to-market plans. While the fundamentals are very transferable, execution can look quite different. For example, you’ll work more closely with product and research teams vs sales, the channels and strategies to reach your customers will be more digital and span the entire funnel, and you’ll likely be goaled on product adoption at scale. 

Some B2B companies, such as PLG, put the product at the front of their GTM strategy. The goal is to be very similar to a B2C company in that you target and market directly to end-users. Transitioning from B2C into a product-led B2B organization should be relatively easy. 

However, the skills gap widens the more up-market the B2B company is. PMMs who focus on end-users will have a steep learning curve for marketing to enterprises and buyer personas.