Building for both: Understanding the differences between customers and users in B2B SaaS

Adam Davis May 12, 2023

Synopsis

B2B product often creates a unique split between your buyer’s persona and your user’s persona. In this talk, we take a look at why it’s important to recognize these 2 personas are different, what the potential consequences are prioritizing one over the other, and how to build a product for both. Mark will also share some small tips on how he has used Productboard to help him bring this to life in his roadmaps.

Our speaker

Mark Rennie is a product manager, who, by his own admission, tripped and fell into product 6 years ago and never looked back. He has worked for both startups and big corporates in the UK, launching B2B products domestically and internationally. Mark has worked in a number of complex industries including law enforcement, investment banking, cyber security and more recently business resilience and duty of care. Mark is passionate about thoughtful UX, and empowered teams and can often be found on a soap box, talking about the blurring of lines for users between B2B and B2C software products.

Outside of work, Mark is a father of 4, a terribly average (but addicted) golfer, and a football (soccer) and boxing enthusiast. He will happily talk about sports for hours!