B2B and B2C product marketing are not the same job
From B2B analytics to a B2C hardware: how buyers, timelines, and storytelling completely change for product marketing.
Lauri Hänninen — Product Marketing Manager
Product Marketing Lead turning complex tech into stories people actually understand.
Prague 🇨🇿 · Finnish origins 🇫🇮
// ABOUTProduct marketer for things
Product marketer for things
that are hard to describe
I love products that are difficult to explain, the kind that require a bit of thinking before they click. My skill is taking that complexity and turning it into something people actually understand.
Currently, I lead the product marketing function at Trezor, the original Bitcoin hardware wallet company. I focus on guiding PMM strategy and our team to make crypto and hardware security simple and accessible. Before Trezor, I spent years in the analytics space at GoodData, the leading cloud analytics platform, and helped build the product marketing community here in Prague, one of Europe's rising tech hubs.
At my core, I'm a tech enthusiast who firmly believes that open-source code is how we take back control.
10+ years in tech
Across B2B SaaS, B2C hardware, crypto, analytics, and startups.
Founding Product Marketer
Built and scaled Trezor's Product Marketing function from 0 → 5.
PMM community builder
Founded the first Product Marketing Alliance chapter in Prague.
// COMMUNITY
Meetups I've Organized
Building the product marketing community in Prague, one meetup at a time.
// PRODUCT LAUNCHES
Products I've Launched
Key products I've helped bring to market through strategic positioning, messaging, and go-to-market execution.
Hover to see details. Click to visit.
GoodData Cloud Platform
A fully managed, API-first analytics platform combining BI, AI, and Analytics Lake. Enables businesses to build custom data applications with AI-assisted analytics.
Software
GoodData Cloud Platform
A fully managed, API-first analytics platform combining BI, AI, and Analytics Lake. Enables businesses to build custom data applications with AI-assisted analytics.
Software
GoodData Cloud Native
Self-hosted version of GoodData Cloud. Scalable microservices architecture deployable in containers alongside data in public/private cloud or on-premises.
Software
GoodData Cloud Native
Self-hosted version of GoodData Cloud. Scalable microservices architecture deployable in containers alongside data in public/private cloud or on-premises.
Software
Trezor Safe 7
The world's first hardware wallet with auditable secure element and quantum-ready architecture, built to redefine how users protect their crypto.
Hardware
Trezor Safe 7
The world's first hardware wallet with auditable secure element and quantum-ready architecture, built to redefine how users protect their crypto.
Hardware
Trezor Safe 5
Hardware wallet with an intuitive touchscreen, haptic feedback, and vibrant colors, designed to make everyday crypto management simple and secure.
Hardware
Trezor Safe 5
Hardware wallet with an intuitive touchscreen, haptic feedback, and vibrant colors, designed to make everyday crypto management simple and secure.
Hardware
Trezor Safe 5 Freedom Edition
Limited Edition with 2,100 individually serialized units, created for those who value freedom, independence, and true ownership.
Hardware
Trezor Safe 5 Freedom Edition
Limited Edition with 2,100 individually serialized units, created for those who value freedom, independence, and true ownership.
Hardware
Trezor Expert Onboarding
Personalized, one-on-one onboarding that gives users expert guidance and confidence setting up their crypto hardware wallets.
Services
Trezor Expert Onboarding
Personalized, one-on-one onboarding that gives users expert guidance and confidence setting up their crypto hardware wallets.
Services
Trezor Expert Consultation
Premium one-on-one support to help customers navigate Trezor, learn every feature, and manage their crypto securely.
Services
Trezor Expert Consultation
Premium one-on-one support to help customers navigate Trezor, learn every feature, and manage their crypto securely.
Services
Plus countless other feature launches across software and hardware
// EXPERIENCE
Career Journey
// WRITING
Featured Articles
My thoughts on product marketing, crypto,data, and tech topics.
The founding PMM's first deliverable isn't a positioning doc
I joined Trezor as their first product marketer. Nobody knew what I was. The most important thing I shipped in year one wasn't a doc.
ABC of product marketing: positioning, messaging, and copy explained
Understand how positioning, messaging, and copy connect to create impactful product marketing. A practical guide to the three layers every P…
Headless BI: Metric Standardization in Action
See how various data tools access a headless BI platform to consume the same metrics and achieve consistent results, eliminating metric drif…
Analytics as Code: Managing analytics solutions like any other software
Turn your analytics into easy-to-manage, reusable code by applying software development best practices like version control, CI/CD, and modu…
Danger Zone: Inconsistent metrics at work
If we can't trust our metrics, we can't trust our data. Why metric standardization is critical to avoiding the danger zone of inconsistent a…
// SKILLS
Expertise & Education
Product Marketing·Go-to-Market Strategy·Product Positioning·Messaging Frameworks·Product Launches·Product-Led Growth·SaaS & Cloud Platforms·Hardware Products·Analytics & Data·B2B & B2C·AI/ML Applications·Security & Privacy·Bitcoin & Crypto
CERTIFICATIONS
Go-to-Market Certified | Masters
Product Marketing Alliance
Product Marketing Certified | Core
Product Marketing Alliance
Product-Led Growth
ProductLed
B2B Messaging
Wynter
Product Management Certified
Pendo
Product-Led Certified
Pendo
Elements of AI
University of Helsinki
PRINCE2
TAYLLOR & COX
EDUCATION
University of Oulu
Master of Science (M.Sc.)
Economics and Business Administration
University of Helsinki
Non-Degree Studies
Computer Science
University of Eastern Finland
Non-Degree Studies
Work and Organizational Psychology