ProductTank Berlin #37 – B2B Product Management: ICPs, Client-Driven Roadmaps

B2B product management comes with its own set of high-stakes challenges. You’re often building for fewer users, but with bigger contracts, longer sales cycles, and more complex needs. A single client can have an outsized influence on your roadmap—and balancing that with a coherent product strategy is no easy feat. Clarity on who your product really is for becomes essential, yet many teams still struggle to define and align.

How do you decide who your product is really for? What do you do when a single customer makes up 10% of your revenue and demands a new feature? And how do you keep your product strategy focused in the midst of it all?

To help us unpack these challenges, we’re thrilled to welcome two experienced B2B product leaders.

Dr. Else van der Berg, Interim Product Lead and Advisor, will explore why you can’t define your product’s core value without a clear, focused understanding of who it’s for. Misalignment on your ideal customer profile (ICP) is one of the top reasons products fail. She breaks down why your ICP should come first—and how to define and choose the right one.

Laurens Van Wiele, CPO at Talon.one, will share some learnings from 8 years of leading a customer-centric product team at one of Berlin's most successful B2B SaaS providers. The Enterprise B2B SaaS industry poses very specific challenges for product teams. While most product best practices were established with B2C products in mind, and those don't always translate well to the peculiarities of a B2B business. Laurens will help us identify those challenges and give practical tops on how to get past them.

Expect practical insights, real-world examples, and a few spicy opinions on how to keep strategy and delivery aligned.

Whether you're leading product, working in CS, or just curious about B2B dynamics, this one's for you.

Join us for pizza, beer, and networking with other like-minded product people!

Thank you to our hosts Talon.one for making this event possible!

Please note
The event is RSVP only: to enter, you must RSVP here on Meetup.
We'd like to capture the event with photographs for promotional purposes, such as sharing on LinkedIn after the event. If you have any concerns or preferences regarding this, please feel free to let us know beforehand.

Agenda
18:30 – Doors open for snacks, drinks, and networking
19:15 – Hello from ProductTank Berlin & Talon.one
19:30 – Dr. Else van der Berg: Why your ICP should come first—and how to define and choose the right one.
19:50 – Laurens Van Wiele: CS-driven Roadmaps: Overcoming the challenges of unpredictable prioritization.
20:10 – Q&A session
20:30 – Networking
21:30 – Event ends

About our Speakers:

Dr. Else van der Berg, Interim Product Lead and Advisor for B2B SaaS startups and scale-ups, helps teams adopt outcome-driven, evidence-based ways of working.
LinkedIn

Laurens Van Wiele, CPO at Talon.one, is responsible for the company’s global product vision and development. He leads a talented team of product managers, designers and technical writers, driving a roadmap that meets at the intersection of the company’s vision and our clients’ goals. Laurens has been with Talon.One since the early days, and has been a vital member of the RnD organization since 2017.
LinkedIn