#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
- (03:21) - – Why product marketing is the most important function in B2B marketing
- (05:11) - – Defining the role: What should product marketing actually own?
- (07:21) - – How PMM impacts revenue, growth, and pipeline
- (08:51) - – Differentiation: What it really takes and why most companies get it wrong
- (11:21) - – Real examples of effective positioning in crowded markets
- (15:51) - – What bad product marketing looks like
- (17:21) - – Why PMMs need to market the product more (and not just during launches)
- (20:21) - – Launch marketing, momentum, and creating "marketable moments"
- (22:21) - – Why PMM charters don’t work - and what to do instead
- (24:21) - – How to measure product marketing impact (with or without KPIs)
- (32:29) - – Tying assets and enablement to revenue
- (33:59) - – Tracking usage without a big tech stack
- (36:59) - – Who owns positioning: PMM vs brand?
- (38:59) - – How to shine as a PMM in a sales-led org
- (43:29) - – The death of one-pagers and what to use instead
- (45:59) - – What to look for when hiring a great product marketer
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