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Mariana
Magalhães
Product Marketing Specialist
Skeelo
EN: Mariana Magalhães is a Product Marketing Specialist at Skeelo, with experience in product-led growth, customer lifecycle, and go-to-market strategy. She has worked across leading Latin American tech companies like Nuvemshop and Blip, driving product adoption through customer education, onboarding, and data-driven engagement strategies. Mariana is passionate about connecting product value to real user needs and improving activation and retention across the customer journey. PT-BR: Mariana Magalhães é Product Marketing Specialist na Skeelo, com experiência em product-led growth, ciclo de vida do cliente e estratégias de go-to-market. Já atuou em empresas como Nuvemshop e Blip, impulsionando a adoção de produtos por meio de iniciativas de customer education, onboarding e estratégias orientadas por dados. Mariana é apaixonada por conectar o valor do produto às necessidades reais dos usuários, aumentando ativação e retenção ao longo da jornada do cliente.
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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.