Nerds to Norms: Why real conversations still beat synthetic data in B2B product management

In this episode, Leah and Marilyn sit down with Mike Maynard, Chairman at Napier B2B PR & Marketing, to unpack why B2B is far from boring. Mike shares why complex buying committees make B2B uniquely challenging, how synthetic personas can help but never replace real conversations, and why respect for the problem (not just the proposed solution) is essential. Along the way, they dig into the pitfalls of surveys, the role of product-led growth in long development cycles, and what it takes to move products from “nerds” to “norms.”

Key Takeaways

1. B2B decisions are complex and committee-driven — success means understanding multiple perspectives (engineers, CEOs, finance, InfoSec) and tailoring your approach accordingly.
2. Surveys often mislead — synthetic personas and data can support you, but nothing replaces real conversations with customers in context.
3. Respect the problem, not just the solution — product managers must look beyond what customers ask for, uncover the root issue, and bring all stakeholders’ voices into the room.