Building a B2B Marketing Community and Understanding Attribution

#236: Product Marketing | Product marketers are no strangers to change. Whether it’s navigating new responsibilities, proving impact to leadership, or balancing short-term wins with long-term strategy, the role is constantly evolving - and in 2025, that evolution is only accelerating.

This Exit Five Live session is built to help you stay ahead. Dave sits down with Natalie Marcotullio (Head of Growth & Product Marketing at Navattic), Jason Oakley (Founder of Productive PMM), and Eric Holland (Senior PMM at Betterworks and Co-Founder of DemoDash) for a tactical discussion on how to sharpen your skills, adapt to a shifting landscape, and deliver measurable impact.

They cover:

• What a successful product marketing function looks like in B2B
• Tools, frameworks, and metrics that actually matter
• How to align with sales and customer success
• Trends to watch in 2025 and beyond

Timestamps

• (00:00) - – Intro to Natalie, Jason, and Eric
• (04:07) - – Why product marketing is the most important function in B2B marketing
• (05:57) - – Defining the role: What should product marketing actually own?
• (08:07) - – How PMM impacts revenue, growth, and pipeline
• (09:37) - – Differentiation: What it really takes and why most companies get it wrong
• (12:07) - – Real examples of effective positioning in crowded markets
• (16:37) - – What bad product marketing looks like
• (18:07) - – Why PMMs need to market the product more (and not just during launches)
• (21:07) - – Launch marketing, momentum, and creating "marketable moments"
• (23:07) - – Why PMM charters don’t work - and what to do instead
• (25:07) - – How to measure product marketing impact (with or without KPIs)
• (33:23) - – Tying assets and enablement to revenue
• (34:53) - – Tracking usage without a big tech stack
• (37:53) - – Who owns positioning: PMM vs brand?
• (39:53) - – How to shine as a PMM in a sales-led org
• (44:23) - – The death of one-pagers and what to use instead
• (46:53) - – What to look for when hiring a great product marketer

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