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 messagingPLG mindset shifts: experimentation discipline, XRDs (experiment reference docs), and data fluencyUsing 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 headedChapters:00:00 Intro00:47 Shannon’s path: research → demand gen → PMM04:55 B2B vs B2C: brand pillars, emotions, and product principles09:04 Claims that convert: moving beyond “100 integrations”11:00 Sales-led → Product-led: what actually changes12:50 Experimentation muscle: agility, guardrails, and XRDs20:45 Biggest PLG mistake leaders make23:50 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 + wrapGuest:Shannon Kearns — Product Marketer (Austin, TX). Host:Justin Dorfman — Co-Founder, AssetMuleMentioned resources:Nancy Harhut — Using Behavioral Science in MarketingRobert Cialdini — InfluenceProduct 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

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