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

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 insights from working with both types of organizations and breaks down why perceived differences—like end users vs. buyers, procurement teams, and complex sales cycles—don’t fundamentally change your approach to discovery. Petra highlights common blind spots, like neglecting buyer personas, and they both offer practical advice for product teams navigating multi-role ecosystems.
Whether you're in enterprise SaaS or building a consumer app, this conversation will help you rethink assumptions and focus on what really matters: talking to the right people, at the right time.

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:

Petra Wille