State of Product Marketing report 2023 Introducing the Customer types participants We wanted to understand what types of customers product marketers are serving at their companies. Because let’s face it, without the customer, product marketing efforts are futile. An overwhelming majority of the people we spoke with said they market to a B2B customer base (93.4%), with 13.9% indicating they cater to a B2C audience. In 10.6% of cases, respondents worked in B2D. B2B 93.4% B2C B2D 13.9% 10.6% Other 1.3% Customer type NB: Participants could select more than one option for this question. 12