And B2C marketers are not doing much better. A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to learn as marketers. And it sometimes feels as if we are failing. It made me wonder: Are we doing content marketing right?Afew MORE

Product Management for Dummies has a lot of detail regarding product launches, which is a critical step in the process for B2C and B2B products. Not just for dummies, this book is for everyone. MORE

In a recent discussion I was shocked by a claim made by a product marketing manager: "Product marketing in B2B is harder than B2C because we can’t use the product.". That’s crap. Yes, I agree it is hard to market products that you don’t understand. But why don’t you? You simply can’t do product marketing without knowing the product. You simply can’t do product marketing without knowing the product. Tweet this ]. MORE

While the concept of identifying intent-based personas is easy to describe in terms of individual consumers (B2C), it applies just as effectively when companies are your customers (B2B). MORE

Making a decision without knowing the impact on our core customer segments (B2C) or our biggest customers (B2B) means we will be at risk of delivering something that is perhaps irrelevant or irritating. How can a product manager make effective decisions about the direction of their product? MORE

Make Enterprise Software People Actually Love; why emotion/design are important for #B2B (not just B2C) [link] #prodmgmt #ux. Identifying Non-Customers for “Customer” Interviews. One of the challenges I frequently hear about from product management leaders is that they are trying to get their product managers to better understand market opportunities and customer needs. MORE

For the B2C commerce and digital marketing folks out there, I know you can relate to the difficulty of doing this well. As technology professionals, we have been stuck at metaphorical basecamp for years. MORE

If you run a B2C product with take-it-or-leave-it pricing, the quantitative step may be easier than in a B2B model with negotiated deals. Nearly every product manager I speak to desires to be a leader in his or her organization. MORE

This is particularly true for B2B, as often in the B2C world, the sheer volume of transactions and analytics that can be extracted and modeled makes the job more straightforward. One of the core responsibilities of Marketing in an organization is to effectively define and track the marketing segments. This is far more than just an academic exercise, but is essential to many other key tasks within a company. Segmentation is crucial to effective pricing strategies. MORE

I've never been a fan of nonsense names but then, my customers are primarily B2B rather than B2C. B2B compares should focus on descriptive names while B2C companies tend to focus on clever names. MORE

While gaming and entertainment are the first obvious applications of VR, the more interesting applications – and the ones we focus on here – are in B2B and B2C products and services. MORE

This creates different problems for product managers than with high velocity ecommerce or B2C tech product. MORE

Product Management for the Enterprise; great post by @BlairReeves on how #b2b #prodmgmt is different than #b2c https://t.co/vniQuy4P9o. How Product Teams Understand Customer Needs for Innovation. My colleague Rachel Young and I have been conducting research for the past year on how b-to-b organizations understand customer needs and apply them to product innovation. MORE