Reach the next level in your career with B2C Product Marketing

Unlock the insider knowledge you need to become a strategic leader, drive growth, and master every stage of the product lifecycle — from awareness to customer delight, and beyond.
Enroll now
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Course
overview 

B2C Certified: Core is the only product marketing curriculum dedicated to helping PMMs master their craft in the B2C space. This comprehensive, self-paced course provides you with the knowledge, tools, and resources needed to successfully launch products, and attract and retain customers throughout every lifecycle stage. From pricing and positioning to OKRs and GTM strategies, B2C Core has got you covered.

Plus, with B2C Certified: Core, you’ll gain exclusive access to downloadable and editable templates and frameworks, bonus footage with leading experts, an accredited certificate of completion, and more. We want you to walk away with career-enhancing proficiencies that work in the real world, and they’re here, all in one place.

Chapters

  • Our top learning tips
  • Resource library
  • What is B2C Product Marketing?
  • How does B2C differ from B2B and B2D?
  • Product Marketing career table
  • PMA's product marketing framework
  • The B2C Product lifecycle
  • The difference between PMM and PM
  • How PMM and PM should work together
  • Portfolio messaging
  • Key takeaways

Chapters

  • Research overview
  • B2C approaches and tools for research
  • Qualitative versus quantitative research
  • Customer feedback
  • Competitor intel
  • Incentivisation best practice
  • 10 steps to validating your hypothesis
  • Building a business case
  • Key takeaways
  • Coursework
  • Exam

Chapters

  • Pricing basics
  • How to take ownership of pricing
  • Willingness to pay
  • B2C pricing in the era of industry 4.0
  • Cost-plus pricing
  • Competitor pricing
  • Value-based pricing
  • Dynamic pricing
  • Max diff pricing
  • Key takeaways
  • Coursework
  • Exam

Chapters

  • An intro to OKRs
  • Lead gen OKRs
  • Product adoption OKRs
  • Reporting and communication
  • B2C persona OKRs
  • Coursework
  • Exam
  • BONUS: Product marketing metrics that matter

Chapters

  • What are personas?
  • B2C persona example
  • Persona templates
  • Creating your persona
  • What is jobs to be done?
  • Coursework
  • Key takeaways
  • Exam
  • BONUS: How to develop personas the right way

Chapters

  • Positioning overview
  • Positioning fundamentals
  • How to approach positioning
  • Mastering positioning for growth
  • Understanding messaging
  • An intro to narrative design
  • Narrative design certified
  • Examples of storytelling in marketing
  • Storytelling framework
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: B2C Positioning and Messaging case study

Chapters

  • Go-to-Market overview
  • GTM for B2C
  • Establishing alignment
  • Marketing channels
  • Using community in B2C product launches
  • Segmenting messaging before launch
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy
  • Product led growth in the B2C SaaS space
  • Coursework
  • Key takeaways
  • Exam
  • BONUS: Building a multi-channel customer marketing strategy
  • BONUS: Evolving product marketing to solutions marketing

Modules

  • Why communication is so important
  • 12 tips to communicate better
  • How to work with marketing
  • How to work with product
  • Key takeaways
  • Exam

Modules

  • Onboarding overview
  • B2C onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies
  • Coursework
  • Key takeaways
  • Exam

Modules

  • Analysis fundamentals
  • Areas to analyse
  • A/B testing
  • Cohort analysis
  • Coursework
  • Key takeaways
  • Exam
Introduction

Chapters

  • Our top learning tips
  • Resource library
  • What is B2C Product Marketing?
  • How does B2C differ from B2B and B2D?
  • Product Marketing career table
  • PMA's product marketing framework
  • The B2C Product lifecycle
  • The difference between PMM and PM
  • How PMM and PM should work together
  • Portfolio messaging
  • Key takeaways
Research

Chapters

  • Research overview
  • B2C approaches and tools for research
  • Qualitative versus quantitative research
  • Customer feedback
  • Competitor intel
  • Incentivisation best practice
  • 10 steps to validating your hypothesis
  • Building a business case
  • Key takeaways
  • Coursework
  • Exam
Pricing

Chapters

  • Pricing basics
  • How to take ownership of pricing
  • Willingness to pay
  • B2C pricing in the era of industry 4.0
  • Cost-plus pricing
  • Competitor pricing
  • Value-based pricing
  • Dynamic pricing
  • Max diff pricing
  • Key takeaways
  • Coursework
  • Exam
Objectives and key results

Chapters

  • An intro to OKRs
  • Lead gen OKRs
  • Product adoption OKRs
  • Reporting and communication
  • B2C persona OKRs
  • Coursework
  • Exam
  • BONUS: Product marketing metrics that matter
Personas

Chapters

  • What are personas?
  • B2C persona example
  • Persona templates
  • Creating your persona
  • What is jobs to be done?
  • Coursework
  • Key takeaways
  • Exam
  • BONUS: How to develop personas the right way
Positioning and messaging

Chapters

  • Positioning overview
  • Positioning fundamentals
  • How to approach positioning
  • Mastering positioning for growth
  • Understanding messaging
  • An intro to narrative design
  • Narrative design certified
  • Examples of storytelling in marketing
  • Storytelling framework
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: B2C Positioning and Messaging case study
Go-to-Market

Chapters

  • Go-to-Market overview
  • GTM for B2C
  • Establishing alignment
  • Marketing channels
  • Using community in B2C product launches
  • Segmenting messaging before launch
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy
  • Product led growth in the B2C SaaS space
  • Coursework
  • Key takeaways
  • Exam
  • BONUS: Building a multi-channel customer marketing strategy
  • BONUS: Evolving product marketing to solutions marketing
Communication and collaboration

Modules

  • Why communication is so important
  • 12 tips to communicate better
  • How to work with marketing
  • How to work with product
  • Key takeaways
  • Exam
Onboarding

Modules

  • Onboarding overview
  • B2C onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies
  • Coursework
  • Key takeaways
  • Exam
Analysis and optimization

Modules

  • Analysis fundamentals
  • Areas to analyse
  • A/B testing
  • Cohort analysis
  • Coursework
  • Key takeaways
  • Exam

Our stats

12+
Hours of content
10
Modules
90
Exam questions
18
Templates
8
Coursework tasks

"The PMA B2C Core is a strong foundational course to learn the ins and outs of marketing to individual customers. There's a nuisance to B2C marketing and this course covers everything from gaining a better understanding of your customers' needs to translating those insights into concrete marketing strategies."

Jeremy Grant

Head of Brand and Product Marketing

"This course? It's like getting a roadmap from those who've been there, done that. For anyone serious about leveling up in B2C Product Marketing, it's time to roll up your sleeves and dive in. Your future self will thank you."

Francisco T Bram

Vice President of Marketing and Customer Insights

“B2C product marketing varies by company and business needs. Understanding the core principles of product marketing with the right OKRs across adoption, growth and retention will drive success. This course will guide you through the fundamentals of B2C product marketing. Good luck!”

Div Manickam

Director, Product Marketing - Data Integration

Download
your brochure 

Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Pitch the program
5 star ratings from:

Your
instructors 

By the end of the course
‍‍you'll be able to...

Unearth powerful customer insights

Conduct meticulous market research to uncover your customers’ true pain points and build must-have solutions perfectly aligned with evolving needs.

Create compelling messaging

Build powerful personas to create unmissable campaigns and captivate audiences for impactful product launches that deliver seamless customer experiences.

Drive business impact through calculated alignment

Strategically orchestrate product launches to escalate impact, align teams to deliver seamless customer experiences, retain customers for life, and maximize revenue.

What's
‍‍included  

01
Content

An extensive curriculum, covering each of the essential elements of product marketing in the B2C space.

02
Coursework

Reinforce your skills through practical activities designed for real-world applications. Our optional coursework activities help you master this crucial PMM skillset whilst keeping you in charge of your learnings.

03
Exams

Test your knowledge at regular intervals throughout the course with bite-sized exams and quizzes.

04
Templates

Access tried and true (downloadable and editable) templates to simplify the process. Hit the ground running with proven frameworks to guide your PMM efforts for B2C mastery.

05
Access

Bask in the joy that is unlimited, lifetime access to the course. Revisit lessons, refresh skills, and dive deeper anytime you want. The journey never ends.

06
Certification

If you’ve got it, flaunt it. Showcase your specialized B2C product marketing skills and knowledge to enhance your professional profile.

07
Community

Join the largest PMM community. Connect, gain insights, and expand your network by interacting with fellow product marketers.

08
Support

Help is always on hand. Receive continuous support from our dedicated team. We're here to guide your learning adventure and answer all your questions.

09
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

Product marketing career table

Product marketing framework

Customer feedback questions

Business case template

Competitor intel checklist

Competitor SWOT analysis

Competitor SWOT analysis

Competitive intel tools

B2B and B2C persona questions master list

B2B user persona example

B2B and B2C buyer persona example

Jobs-to-be-done canvas

Messaging framework

Survey Monkey's 7-Step messaging process

Storytelling framework example and template

Onboarding framework

Customer case study questions

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

Get this certification plus 25 others
with Pro+ membership 

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content 

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual certification
$1,299
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Master the B2C product lifecycle: Gain a deep understanding of the end-to-end process and learn to think strategically at every stage of the customer lifecycle.

Unlock proven PMM frameworks: Get battle-tested tools and knowledge to boost customer acquisition, nurture loyalty, and optimize performance for growth.

Become a strategic marketing leader: Elevate yourself as a strategic marketing leader. Walk away with the specialized skills needed to be a product expert that drives innovation.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

FAQS

Who's this B2C Product Marketing Certified: Core course for?

Whether you're starting your PMM journey or have a few years of experience under your belt, this comprehensive training is for you. B2C core is also highly relevant for product marketing leaders, and subject matter specialists who want to learn more about other deliverables to improve their chances of promotion/strategic influence.

I'm keen to get my whole team certified, are there any discounts available?

Yep! We offer customized group packages to perfectly meet your needs. Feel free to connect with Matt at m.booth@pmmalliance.com and he’ll help to create a tailored bundle just for you. Group plans can combine online self-study with live virtual or in-person instruction. Just as a side note, we also offer live + online or live + in-person, not just online and on-demand!

How long will it take to complete this OnDemand course?

This course is self-paced, so it totally depends on how you choose to work your way through it. All in all, there’s around two solid days’ worth of course content but we’ve created it in a way that’s easy for you to chip away at as and when you want, and each module can be completed in total isolation. 

I noticed course subscribers qualify for a discount for PMA Membership Plans, but what’s included in the membership?

You’re in luck! Anyone who takes part in the B2C Certified: Core program will be eligible for a discount on our membership plans. This includes (drum roll, please) exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about what’s included within the subscriptions head here.

Do I receive access to a personal mentor as part of the B2C Product Marketing Core course?

You absolutely do. You’ll be able to chat with product marketing maestros every week during our live session and they’ll be on hand to talk about all things product marketing, offering everyone on the call exclusive expert advice and handy tips for your own practice.

What happens if I don’t pass the course exams?

If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.

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The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

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Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

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Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets