Product Discovery: B2B vs. B2C - All Things Product Podcast with Teresa Torres & Petra Wille

This podcast episode, hosted by Teresa Torres with guest Petra Wille, examines whether product discovery differs fundamentally between B2B and B2C products. The hosts argue the core principles are largely consistent, and that perceived differences such as separate end users and buyers, procurement, and long sales cycles mostly change logistics rather than method. They highlight blind spots like neglecting buyer personas and stress mapping the full ecosystem of roles. The practical takeaway is to focus on talking to the right people at the right time, regardless of the B2B or B2C label.

01Key takeaways

• Treat B2B and B2C discovery with the same core principles rather than assuming a different playbook.
• Map the full set of roles, including end users, buyers, and approvers, before deciding whom to interview.
• Do not overlook buyer personas, since they shape adoption and purchase decisions.
• Use cross-role discovery to understand how different stakeholders' needs interact.
• Build friendships with sales and customer success to gain access to customers and insights.
• Adjust recruiting incentives and approaches for enterprise participants who have limited time.

02Key sections

Discovery principles across markets

The hosts contend that the fundamentals of discovery hold steady whether a product sells to businesses or consumers. The label matters less than who is involved.

Buyers versus end users

In B2B, the person using the product is often not the one paying for it, which complicates whose needs drive decisions. Teams need to understand both groups without conflating them.

Recruiting and incentives in B2B

Reaching enterprise participants requires different incentives and access strategies than consumer recruiting. Practical tactics help teams get time with hard-to-reach users.

Procurement, compliance and ecosystems

Procurement, legal and compliance teams shape enterprise deals and must be considered in discovery. The broader ecosystem of stakeholders matters more than the B2B or B2C classification.

Partnering with sales and customer success

Building relationships with sales and customer success teams opens doors to customers and discovery opportunities. These teams often hold the context product managers need.

03From the post

“Listen to this episode on: Spotify | Apple Podcasts In this episode of All Things Product, Teresa Torres and Petra Wille tackle a common question in product circles: How different is product discovery in B2B versus B2C? Spoiler alert—it’s probably more similar than you think. Teresa shares real-world”

Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.