On B2B Products (WIP)

August 25, 2019

As a product owner building products for social impact and targeting B2B markets aiming to reach (and scale the impact) on the end-user I’m constantly trying to understand how can I improve my approach to correctly see if I’m making progress towards the balance between purpose and profit.

Recently I was particularly interested in focused on how can I establish better metrics for the client (a.k.a buyer)

My research led me to this video on “How to Have the Best B2B Approach in Product” by Google PM David LeDonne

In a nutshell, this video present 3 challenges (that I also face it) when dealing with B2B products:

Feedback loops are long
User data is scarce
The buyer will often never use your product

With these constraints in mind, David’s describes the idea of developing a point of view that resonates and that you and the team believe in is the most important thing to focus

Understand WHY your customers are buying the product and WHO in the organization you are selling to.

ACTIONS:

1) Talk to buyers, developer buyer persona's, understand buyer needs
2) Don't let user feedback get in the way of the product vision

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