As a tech product marketer, one of the foundational tasks you need to undertake is customer segmentation – grouping customers with shared characteristics so you can tailor your marketing efforts to better meet the specific needs of each segment.
A great place to start is figuring out if your products (or services) are more relevant for businesses (B2B) or for customers (B2C): the direction you take shapes everything, from how you research, position, and launch to how you drive product usage.
While there are a few similarities between B2B and B2C product marketing, the strategies employed by a B2B company to help their target personas discover their product’s value are fundamentally different to those used by a B2C company.
As more and more professionals get into product marketing in Africa, understanding these differences is important.
That’s why we’re bringing together experienced B2B and B2C product marketers from leading companies to help break down these two roles.
Date: Thursday, September 4
Time: 8:00 pm EAT
Location: Online
What to expect
✅ Expert insights from experienced B2B and B2C product marketers at leading companies.
✅ Clear comparisons between B2B and B2C strategies, backed by real-world examples.
✅ Actionable tips for identifying your audience and tailoring your go-to-market approach.
✅ Guidance on career transitions between B2B and B2C product marketing roles.
Meet your speakers
Moderator: Carolyne Mweberi
Senior Product Marketing Manager at Qhala
Carolyne Mweberi is a certified Senior Product Marketing Manager at Qhala, with a passion for positioning innovative technologies in Africa’s frontier and emerging markets. With deep expertise in customer-centric storytelling and go-to-market strategy, she excels at translating complex software solutions into impactful value propositions. Through a data-driven and CX-first approach, Carolyne helps businesses unlock market opportunities and drive meaningful growth.
Panelist: Richard Ferreira
Product Marketing Manager at Canonical
Richard is a Product Marketing Manager for Ubuntu at Canonical, where he helps bring open-source software to global audiences while also commercializing them for enterprises. With a background as a designer, developer, and product manager, he’s worked across B2B SaaS, fintech, marketplaces, and productivity tools — always with a multidisciplinary edge that blends technical know-how with sharp storytelling. Born and raised in Mozambique, Richard studied engineering at the University of Cape Town and is an Included VC Fellow. He’s based in Portugal and enjoys running, solving speedcubes, and stand-up comedy.
Panelist: Lizzie Epton
Senior Content Marketing Manager at Blues
Lizzie is a B2B IoT marketing and communications professional passionate about connecting groundbreaking connected-device solutions with the businesses that need them most. With a track record in data-driven, product-led strategies, she works closely with sales, developer relations, and product teams to turn complex technologies into compelling narratives that drive adoption, growth, and measurable outcomes.
Panelist: Mathew Sedze
Product Marketing Leader
Mathew is a product marketing leader with over a decade of experience helping businesses harness location data to create and capture value across diverse markets. As a former Product Marketing Manager at Microsoft, he partners with cross-functional teams to launch and scale products that tackle complex, unique customer challenges.
He has driven growth and delivered impactful results for some of the world’s fastest-growing companies, including Facebook, HubSpot, and TikTok. Passionate about building innovative, customer-centric solutions that transform markets,
