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Kaianne
AntoniazzI
Product Marketing & Customer Marketing Coordinator
Bling
EN: Kaianne is the Product Marketing and Customer Marketing leader at Bling and Co-founder of the Elas que Lançam community, aimed at women in the field. She has 6 years of experience in the B2B technology market, having worked with data and artificial intelligence products, e-commerce and business management. She has been responsible for building product marketing teams from scratch and actively contributes to go-to-market strategies. At Elas que Lançam, she leads the events front, both online and in-person, and is also a career mentor for more senior PMMs. PT: Kaianne é líder de Product Marketing e Customer Marketing no Bling e Co-fundadora da comunidade Elas que Lançam, voltada à mulheres da área. Possui 6 anos de experiência no mercado de tecnologia B2B, tendo trabalhado com produtos de dados e inteligência artificial, e-commerce e gestão empresarial. Foi responsável por construir times de product marketing do zero e contribuiu ativamente com estratégias de go-to-market por onde passou. Na Elas que Lançam, lidera a frente de eventos, online e presencial e é também mentora de carreira para PMM's mais seniores.
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13 August 2026 15:15 - 15:45
The PLG factor: What B2B needs to learn from B2C's obsession with the user journey
B2C companies excel at one thing: obsession with user experience. B2B, not always. In this session, we'll explore what it means, in practice, to apply product-led growth by putting the user journey at the center—and what B2B teams can learn from how B2C builds engagement, retention, and memorable experiences. More than just talking about funnels or features, we'll discuss how companies are designing simple, intuitive, and value-driven journeys that drive adoption and sustainable growth. You will understand: - What B2C does well in the user journey — and where B2B still fails - How to apply PLG principles in more complex B2B contexts - How to improve activation, engagement, and retention with a focus on experience - The role of PMM in building and influencing the user journey A session for those who want to bring a more user-centric and product-oriented mindset to B2B strategies.