The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

The Role of Product Marketing in B2B: Strategies, Tools, and Metrics for Success

48 snips
Apr 10, 2025
Join Jason Oakley, founder of Productive PMM, Eric Holland, senior PMM at Betterworks, and Natalie Marcotullio, head of growth at Navattic, as they unpack the critical role of product marketing in B2B. They discuss effective positioning and differentiation strategies, the importance of continuous engagement, and how to measure impact on revenue. Insightful anecdotes highlight the difference between proactive and reactive approaches, while tools like OKRs offer a framework for aligning marketing initiatives with company goals.
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INSIGHT

Product Marketing's Importance

  • Product marketing is crucial in B2B because it owns the company's strategic narrative and differentiation.
  • This cross-functional role requires collaboration with product, sales, and marketing teams to define and deliver the company's core message.
ADVICE

Defining Product Marketing

  • Understand your target customer and what makes your product unique.
  • Enable everyone in your company to effectively deliver that message.
ADVICE

Product Marketing and Growth

  • Focus on highlighting how your product stands out from competitors.
  • Create a clear narrative and equip your sales team with the necessary materials.
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