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What B2B product marketers can learn from B2C
Between sales deck and fancy design, we should get back to basics: creating emotions
Gab Bujold
May 24, 2024
Do you remember the last time you felt an emotion after a purchase?
Mine was when I bought a plane ticket from Toronto to Santiago, Chile.
Felt a mix of excitement and stress, not knowing anything about the city or country, but was just telling myself: “Carpe Diem”.
B2B product marketers should strive to create a similar experience—whether it’s buying a plane ticket around the world, or signing up for a fancy new SaaS.
Welcome to the 4th episode of Dying 4 Influence. The weekly newsletter for B2B PMMs dying for it (re: influence, not leads). |
This episode is going to give you something we don’t often get in B2B SaaS: a different perspective. We’re going to see differences between B2B and B2C, but also how emotions can create powerful levers as PMMs. |
As they say in Spanish: Vamos! |
Why emotions are always part of buying decisions
Similar to our example, there are emotions in buying decisions.
Excitement → Plane ticket
Uncertainty → Insurance
Hunger → Ice cream
And B2C PMMs are mastering it
During this week's episode, Carlota Guell shared her insights as a Senior PMM, who was both in B2B and B2C.
Understand the problems better than them
If you understand their problems and frustration in a way that shows empathy for what they are dealing with, trust is created more proactively.
For specific markets, trust is more important than big, empty promises (more on this with the messaging difference between Europe and the US).
Showcase testimonials, case studies, and user reviews taps into the emotional side of buying decisions.
By linking the pain points to emotions, it’s easier to be memorable in the eyes of your prospects, and it will translate into your success stories.
If you don’t have a lever to scale social proof, it should be at the top of your priorities to invest in it, whether with a tool or a structure in place.
A bigger initiative can mean fewer ad hoc requests from your sales team, or doing more strategic work. Wouldn’t that be nice? Especially while I’m stuck writing this newsletter. 🥲
🎙Featured Episode: What B2B product marketers can learn from B2C
There’s nothing better than a French Pique-Nique
We sat down with our 2nd guest from across the pod, Carlota Güell—host of Product Marketing Stories, the leading product marketing podcast in France, and Senior PMM at Decathlon.
Carlota shares her unique perspective on having worked as a PMM in B2B and B2C, the differences between the US and European markets for PMMs, and how she was able to shape her product marketing skillset.
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