Product Discovery: B2B vs. B2C

Topics Covered:

• Why discovery principles are consistent across B2B and B2C

• Incentives and recruiting differences in B2B contexts

• How to navigate buyer vs. end user dynamics

• The role of procurement, compliance, and legal in enterprise deals

• Why ecosystems matter more than labels like “B2B” or “B2C”

• The value of cross-role discovery and how to approach it

• Practical tips for accessing users in complex orgs

• Making friends with sales and customer success to unlock discovery opportunities

Key Takeaway:

B2B and B2C discovery share more in common than we often assume. It’s less about the label and more about understanding your specific users, buyers, and stakeholders—and staying laser-focused on your desired outcomes.

Resources & Links:

• Follow Teresa Torres: ProductTalk.org

• Follow Petra Wille: Petra-Wille.com