The Role of Product Marketing in B2B: Strategies, Tools, and Metrics for Success
B2B Marketing with Dave Gerhardt
Intro
This chapter delves into the struggles marketing teams face with communication overload that hampers productivity. It explores how AI can alleviate these challenges, enhancing efficiency and enabling marketers to concentrate on strategic and creative endeavors.
#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
- (03:33) - – Why product marketing is the most important function in B2B marketing
- (05:23) - – Defining the role: What should product marketing actually own?
- (07:33) - – How PMM impacts revenue, growth, and pipeline
- (09:03) - – Differentiation: What it really takes and why most companies get it wrong
- (11:33) - – Real examples of effective positioning in crowded markets
- (16:03) - – What bad product marketing looks like
- (17:33) - – Why PMMs need to market the product more (and not just during launches)
- (20:33) - – Launch marketing, momentum, and creating "marketable moments"
- (22:33) - – Why PMM charters don’t work - and what to do instead
- (24:33) - – How to measure product marketing impact (with or without KPIs)
- (32:07) - – Tying assets and enablement to revenue
- (33:37) - – Tracking usage without a big tech stack
- (36:37) - – Who owns positioning: PMM vs brand?
- (38:37) - – How to shine as a PMM in a sales-led org
- (43:07) - – The death of one-pagers and what to use instead
- (45:37) - – What to look for when hiring a great product marketer
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Today’s episode is brought to you by Grammarly.
Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?
You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.
That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.
AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:
– Cut down on back-and-forth
– Automate content, research, and reporting
– Eliminate busywork
– Make space for strategy
We’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.
Get the report and see how top teams are making AI actually useful.
Visit go.grammarly.com/exitfive to grab it.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
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- Visit hatch.fm to learn more
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