Episode 144: PMM Masterclass: B2B vs B2C, PLG vs Sales Led & Why “AI Is the New UI”

Shannon Kearns joins host Justin Dorfman on #TheGTMPack to unpack what great product marketing really looks like across B2B and B2C, how to shift from sales-led to product-led growth without face-planting, and why behavioral psychology (not just copy) should drive your launches, claims, and lifecycle.

We also riff on Shannon’s spicy take that “AI is the new UI.”

What you’ll learn:

• The real B2B vs B2C differences: brand pillars, emotional promises, and claim-driven messaging

• PLG mindset shifts: experimentation discipline, XRDs (experiment reference docs), and data fluency

• Using internal product data to make credible, user-level claims (not just vanity stats)

• Behavioral psychology every PMM must know (paradox of choice, intent vs behavior, storytelling)

• Practical AI uses for PMMs today: competitor intel, persona GPTs, bias checks—plus where this is headed

Chapters:
00:00 Intro
00:47 Shannon’s path: research → demand gen → PMM
04:55 B2B vs B2C: brand pillars, emotions, and product principles
09:04 Claims that convert: moving beyond “100 integrations”
11:00 Sales-led → Product-led: what actually changes
12:50 Experimentation muscle: agility, guardrails, and XRDs
20:45 Biggest PLG mistake leaders make
23:50 Behavioral psychology for PMMs (and why it’s non-negotiable)
26:40 Must-read: Using Behavioral Science in Marketing (Nancy Harhut)
28:45 AI for PMMs today—and “AI is the new UI”
36:30 Where to follow Shannon + wrap

Guest:Shannon Kearns — Product Marketer (Austin, TX).

Host:Justin Dorfman — Co-Founder, AssetMule

Mentioned resources:

• Nancy Harhut — Using Behavioral Science in Marketing

• Robert Cialdini — Influence

• Product Marketing Alliance, PMM Camp (Tamara Grominsky)

If you enjoyed this episode, hit Subscribe, drop a comment with your favorite takeaway, and share with a PMM friend who’s flirting with PLG.

#ProductMarketing #B2BMarketing #PLG #SalesLed #BehavioralScience #AI #TheGTMPack #AssetMule