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Reach the next level with B2C Product Marketing
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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 certification 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.
Curriculum
Chapters
- 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
- 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 [Adobe]
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 [Veeam Software]
Chapters
- Positioning overview
- Positioning fundamentals
- How to approach positioning
- Mastering positioning for growth
- Understanding messaging
- An intro to narrative design
- Examples of storytelling in marketing
- Storytelling framework
- Coursework
- Key takeaways
- Exam
- Fireside chat: Elliott Rayner at ARION
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 [Snap Inc & Twilio Inc]
- Bonus: Evolving product marketing to solutions marketing [Veeam Software]
Chapters
- Why communication is so important
- 12 tips to communicate better
- How to work with marketing
- How to work with product
- Key takeaways
- Exam
Chapters
- Onboarding overview
- B2C onboarding examples
- Onboarding framework
- Onboarding best practices
- Retention tactics
- Customer case studies
- Coursework
- Key takeaways
- Exam
Chapters
- Analysis fundamentals
- Areas to analyse
- A/B testing
- Cohort analysis
- Coursework
- Key takeaways
- Exam
Chapters
- 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
- 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 [Adobe]
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 [Veeam Software]
Chapters
- Positioning overview
- Positioning fundamentals
- How to approach positioning
- Mastering positioning for growth
- Understanding messaging
- An intro to narrative design
- Examples of storytelling in marketing
- Storytelling framework
- Coursework
- Key takeaways
- Exam
- Fireside chat: Elliott Rayner at ARION
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 [Snap Inc & Twilio Inc]
- Bonus: Evolving product marketing to solutions marketing [Veeam Software]
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
Our stats
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"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.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
April Dunford
April Dunford is a positioning expert and CEO of Ambient Strategy where she helps companies successfully launch new products by shaping the markets they compete in. Before Ambient Strategy, April had a 25-year career managing marketing and product teams at a series of seven successful startups, six of which were acquired. During her in-house career, April launched 16 products into the market, three of which became billion-dollar businesses. At Ambient Strategy, April has worked with dozens of startups helping them position their products for growth.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Susan 'Spark' Park
Susan is a seasoned strategist adept at leveraging customer and industry insights to drive exponential revenue and usage growth. Recognized as one of the most Influential Product Marketers by the Product Marketing Alliance and a top Product Marketing Mentor by Sharebird, her expertise is widely acknowledged. Currently serving as a Non-Executive Director/Board Member at Mobilus Labs, Susan brings a wealth of experience and strategic acumen to her role, shaping the company's trajectory with her insights and leadership.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Francisco T. Bram
Francisco is a highly accomplished marketing leader, currently serving as the Vice-President for Marketing for Albertsons Companies. Francisco has over 15 years of experience growing brands, products and customers across Tech, Health and Retail.
Francisco has helped organizations of all sizes launch and grow adoption for more than 25 products globally. His impact on organizations is undeniable, with more than $5B in topline revenue directly attributed to his marketing efforts.
Recognized twice as a top 100 product marketing influencer and three times as a top product marketing mentor, he has an unmatched passion for marketing and a laser focus on delivering results.
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
An extensive curriculum, covering each of the essential elements of product marketing in the B2C space.
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.
Test your knowledge at regular intervals throughout the course with bite-sized exams and quizzes.
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.
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.
If you’ve got it, flaunt it. Showcase your specialized B2C product marketing skills and knowledge to enhance your professional profile.
Join the largest PMM community. Connect, gain insights, and expand your network by interacting with fellow product marketers.
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.
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.
Book a free
career consultation
Identify your strengths and areas for improvement.
Get expert advice tailored to your career goals.
Explore the impact of certification on your career.
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.
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
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Get this course plus 25 others,
with Exec+ membership
Discover how our Exec+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community
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.
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Choose the wayyou want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
Comprehensive curriculum
Official certification
Real-time interaction
Instructor-led
Role play
Networking opportunities
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
New way
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:
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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
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.
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!
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.
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.
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.
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.
