The Difference Between B2B and B2C Product Managers

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Headings…
The biggest difference between B2B and B2C product managers
Customers > everything else
B2C product managers empathize with customer success
B2B product managers are better listeners
Breaking the B2B vs. B2C mold
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Which led us to wonder: if B2C companies are seen as more customer-centric, are B2C product managers inherently different than those who work in B2B?
B2C product managers empathize with customer success
The report showed that B2C product managers are more likely to come from customer success (CS) backgrounds.
Although marketing is the most common previous role for both B2B (28%) and B2C (26%), customer success is the second most common background for B2C product managers, with 16% of them coming from CS roles.
On the flip side, only four percent of B2B product managers worked in customer success before becoming PMs.
Another area where B2C product managers proved to be more customer-oriented was in their relationship with customer success.
Compared to B2B product managers, B2C product managers are more likely to believe in having strong alignment with the CS function.
So, B2C product managers are more likely to have experience working in customer success and may feel stronger about aligning with CS — but being customer-centric goes beyond that.
Given the close alignment B2C PMs have with customer success, it’s reasonable to conclude that they’d be more likely than B2B PMs to rely on customer feedback to come up with ideas and make product decisions.
Customer feedback is actually the least common source of product ideas among B2C product leaders (10%), and is the most common source for B2B product leaders (39%).
But, the results reveal that these two groups of PMs turn to different types of customer data — B2C product leaders prefer quantitative data, whereas B2B product leaders seek out qualitative data that requires asking customers for their opinions

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