Behind the Brief | Honest Stories from the World of Marketing

When I first started working in cybersecurity, I assumed the confusion was my fault.

I thought I wasn’t technical enough.I thought I didn’t know enough terminology.I thought I was behind.

But the more I worked in this space, the more I realized something important:cybersecurity is genuinely hard to understand — not because PMMs aren’t capable, but because the market itself is fragmented, reactive, and driven by very different buying dynamics.

This episode of Behind the Brief is a continuation of a conversation I had earlier with Sachin. After that episode, both of us felt like we had only scratched the surface.

So we decided to slow down and spend a few episodes talking specifically about the cybersecurity market — how it works, how buyers think, and where PMMs usually struggle when they come in from traditional B2B SaaS.

In this episode, we talk about:

* Why cybersecurity doesn’t behave like one “big market”

* How fear and timing influence buying decisions

* Why the user is often not the buyer

* What PMMs should unlearn when they enter cybersecurity

This conversation isn’t about mastering security concepts.It’s about understanding the space well enough to position, message, and tell the right story.

If you’re a PMM working in cybersecurity — or trying to find your footing in it — I hope this helps.

🎧 You can listen to the episode below.

One of the biggest lies we tell ourselves in startups is this:

“We have traction, so we’re ready to scale.”

In my conversation with Hila Lauterbach, co-founder of 10xGTM, we unpack why that assumption quietly kills go-to-market efforts.

Hila has worked with companies from zero to $400M+ ARR, and what stood out wasn’t flashy tactics, it was how clearly she framed GTM as a learning system, not a launch moment.

We talked about:

* Why early demos, pilots, and even closed deals can be false positives

* The difference between interest and real buyer urgency

* Why scaling GTM without repeatability amplifies problems instead of fixing them

* The uncomfortable reality of PMMs being asked to “own GTM” without authority

* Why being busy (meetings, decks, launches) is not the same as making progress

One line that stayed with me:

“If deals only close when the founder is involved, you don’t have a scalable GTM motion.”

This episode is for founders, PMMs, and GTM leaders who are tired of noise and want clarity, even if that clarity is uncomfortable.

🎧 Listen to the full episode here:

🎥 Watch on YouTube:

Product marketers live in contradictions.We’re expected to think like product, speak like sales, write like marketing, and optimize like demand gen, all at the same time.

And yet, in most orgs, our visible output is often reduced to decks. Pretty slides, competitive kits, webinar briefs… assets that look polished and feel tangible but sometimes leave even us wondering:

Did this actually matter? Did I influence anything? Did anyone even use this beyond the launch day?

Which brings me to the heart of today’s newsletter and the latest conversation on the Behind the Brief Podcast, featuring Doug Kimball, Senior Director of Product Marketing at Digital Science.

Doug’s also writing a book called So What, Why, Who Cares (slated for early 2026), but the title isn’t meant to be clever clickbait. It’s literally the mental filter that changed his career trajectory forever.

The Post-it Note Moment

A few years into his product marketing career, Doug joined an org running a massive manufacturing segment within a supply chain software business. A competitor was aggressively eating into their deals, so Doug was handed a high-visibility assignment: build a competitive killer kit.

He did what any motivated PMM would do: research the product inside out, analyze the competition, pull insights, write messaging, and assemble a beautiful 20-slide deck that he was genuinely proud of.

Four slides in, his VP stopped him.

“Doug, stop. Why are you doing this?”

Not “why as in what is the task,” but “why do these messages exist? Why these words? Why this slide structure?”

Then came the real punch:

“Sales doesn’t care. They’ll think marketing isn’t listening.”

No sugar-coating. No gentle ramp-up. Just brutal clarity.

The VP pulled out a Post-it note, wrote:So What. Why. Who Cares.

And asked Doug to rewrite the entire narrative through that lens.

What Happened When He Rebuilt It

Doug re-wrote, re-structured, re-thought the whole deck:

* Less jargon, more outcomes

* Fewer claims, more human signals

* Messaging optimized not for Doug’s brain, but for sales teams that speak to customers every day

That competitive kit didn’t just get used; it reshaped corporate messaging, got live-tested with sales, and eventually ended up being presented on the main stage by the CEO and CMO of the company.

One tiny Post-it note did more for Doug than years of feedback sandwiches ever could.

Not because the work changed, but because the questions behind the work changed.

PMMs vs AI vs the War Zone

Another powerful thread that came up in the conversation was around AI.

Doug put it beautifully:

* AI is a thought partner.

* AI can help create messaging.

* But AI can’t replicate human-centric, outcome-focused clarity in context.

PMMs drive messaging. AI supports it. People validate it.

And anyone who says GenAI will replace PMMs has likely never seen a product launch fall apart when there’s no one connecting the dots between product timelines, stakeholder expectations, sales motions, analyst positioning, and customer resonance.

Because PMMs aren’t just messaging experts.We are the central stirring pot, the organizational glue that makes sure everyone is rowing in the same direction, even if they don’t realize it.

We manage expectations, translate nuances, absorb chaos across teams, and build alignment almost invisibly. And then, at the end of the quarter, someone asks:

“Okay cool, but… what did you actually do?”

And we smile and say:…a lot.

The Metric Gray Area

One theme I personally resonated with was around PMM metrics.

It’s hard to prove:“This deck led to a $1M sale.”

But what you can influence, and measure, are things like:

* Higher click-through to demo requests

* Better dwell time and lower bounce rate (message-driven UX + positioning flow)

* Analyst mentions and industry quadrant movement

* Winning narratives post-launch, not just launch-day fireworks

* Internal clarity uptake across workshops, scripts, conversations, and pre-sale loops

Data without a story is just a spreadsheet.But data-storytelling is when PMMs become undeniable.

Even I’ve seen it in my career, if I can tell a narrative through data, even if the launch stumbled… I’m influencing the culture. I’m learning publicly. And that’s impact too.

From “Messaging Person” to “Clarity Builder”

Doug explained a key strategic shift that every PMM should hear:

* Start simple.

* Don’t start with a paragraph. Start with a brick.

* Collaborate early.

* Ask sales and pre-sales: “Here’s how I want to say it. What do you think?”

* Speak like you care about their success.

* Because you genuinely do.

* Read messaging out loud.

* Not to admire it… but to audit it.

* Launch like NASA, not like a billboard.

* After launch-day, the work isn’t done. It’s just begun.

If you launch and stop talking about the product, who will remember it 9 months later when the buyer is actually ready? Not your beautiful deck. Your consistent and purposeful narrative will.

Launch is not the end. It’s the middle.

Final Thought

If you take one thing from this conversation, let it be this:

Product marketers don’t win because we execute more.We win because we question more.

We make strategy sound obvious.We make products sound human.We make teams sound aligned.And we make our work start conversations instead of ending them.

🎧 Here’s the full episode link:

📖 Stay updated on Doug’s book and his framework: https://sowhatwhywhocares.com/ waitlist

When I started Behind the Brief, I wanted to create a space where product marketers could talk about the thinking behind the work; not just the outputs.And this week’s episode does exactly that.

I sat down with Kaitlyn, a global B2B and product marketing leader at Mastercard, who has built a career across fintech, SaaS, crypto, and financial services.

We talked about something I’ve been thinking about a lot lately:What does it really take to thrive as a PMM in the Canadian market?

Canada is unique in the expectations, the consumers, the trust factor, the cross-functional dynamics, and the pace of innovation. And Kaitlyn breaks it down with honesty and clarity.

Here’s a glimpse of what we got into:– How to articulate your value as a PMM (especially in orgs where PMM is still evolving)– Why driving revenue starts with influence, not launch plans– What “innovation” actually means in a world full of hype– How she approaches decision-making and strategy inside Mastercard– The one mistake marketers still make (and why it’s holding them back)

If you’re navigating the PMM world, especially in Canada, I think this conversation will feel grounding and energizing.

🎙️ Listen to the full episode →

Thanks for being here, always.

— Shruti

Yes, it’s been a tiny break since the last episode; three weeks, to be precise. Not because I ghosted my own podcast (though that would be very on-brand for my to-do list), but because I wanted to pause, reflect, and recalibrate.Sometimes, you need to step back from the publish-post-promote-repeat cycle to focus on what truly matters, quality conversations.

Between navigating work, life, and building new things behind the scenes, I wanted Behind the Brief to stay true to what it’s always been about: thoughtful, unhurried conversations with the right people.

And this week’s guest makes that comeback so worth it.🎙️ Tanwistha Gope, Top 100 PMM Influencer of 2024, joins me to unpack the balance between data and storytelling, why clarity beats complexity, and how PMMs can turn insights into action.

So grab your chai, plug in your earphones, and enjoy this comeback episode. ☕

Watch here on YT:

I just wrapped an episode that was supposed to be 30 minutes… it went over an hour.

Why? Because Sachin Jha kept dropping insights that were too good to cut short.

Sachin is a Senior Manager of Product Marketing at Safe Security, one of the top 100 product marketing influencers, and someone who’s been deep in developer marketing, AI products, and cybersecurity for years.

Here’s what we unpacked:

On AI in Product Marketing:

* Why “AI-powered” is becoming as meaningless as “cloud-based” was 10 years ago

* The difference between using AI tools vs. marketing AI products

* How to actually differentiate AI products (hint: lead with the problem, not the tech)

On Developer Marketing:

* Why developers can “smell marketing from 200 feet away”

* The biggest mistake marketers make when talking to technical audiences

* How to separate education from selling (and why it matters)

* Real example: How Sachin cracked messaging for Isovalent by keeping sales out of open-source Slack channels

On Technical PMM Survival:

* You don’t need to code, but you need to be “dangerous enough”

* Why Sachin got Kubernetes certified as a PMM (and what it taught him)

* The skills that AI can’t replace: empathy, judgment, strategy, conflict management

On Breaking Into Tech Roles in 2025:

* Why easy-applying on LinkedIn won’t cut it anymore

* How to use AI tools (Cursor, Lovable, Base44) to build prototypes and stand out

* The rise of GTM engineering and why execution + strategy matters more than ever

* Why domain expertise beats being a generalist

AI Tools Sachin Actually Uses: ChatGPT (for polite pushbacks and coaching), NotebookLM (mind maps + voice summaries), Genspark.ai (one-pagers from videos), Napkin.ai (workflow diagrams), Clay, Notion AI, Gamma, and more.

My favorite quote from the episode: “Think of AI as your assistant that never sleeps. Your job is safe. Just focus on what only humans can do—strategy, empathy, judgment, and fighting between your CXO and CMO for messaging.”

This episode is for anyone who:

* Wants to understand what developer marketing actually means

* Is trying to break into technical PMM roles

* Wonders if they need to learn coding

* Wants real talk about AI (not hype)

* Is looking to upskill for 2025 and beyond

🎧 Listen here:

Have questions or thoughts? Hit reply; I read every email.

Until next time, Shruti

When I first thought about starting Behind the Brief, Tas Bobur was one of the very first people I dreamed of bringing on.

Why? Because as an immigrant myself, I’ve always carried doubts, fears, and a heavy dose of imposter syndrome. Even when I left my hometown, those feelings followed me. And I often wondered: how do women who come from deeply rooted cultures make their way, lead boldly, and still build something of their own?

Tas is one of those women.She runs her own consultancy, The Scroll Lab, and is known for creating killer, high-converting B2B landing pages. For those outside of B2B, that might sound dry — but trust me, it’s the kind of work that transforms companies.

And here’s the kicker: Tas is also known as “the purple LinkedIn banner lady.” Her personality is so purple 💜 that for this episode, I even switched my podcast logo into purple. (Commitment or chaos? You decide 😅).

But more than the brand colors, this conversation hit deep. We talked about:

* Navigating identity as an immigrant & woman of color

* Standing up for yourself in rooms where you feel invisible

* The leap from in-house marketer to building your own business

* Why most landing pages are built wrong — and how to rethink them

* Advice for expats and women of color chasing their own dreams

This turned into my first-ever hour-long episode — and honestly, every minute felt worth it. If you’ve ever questioned where you belong, how to balance identity with ambition, or whether you’re good enough to chase your path… this one’s for you.

🎧 Listen here:

💜 And when you do, let me know what part of Tas’s story resonated most with you — I promise you’ll catch me grinning ear-to-ear the whole way through.

Here’s the uncomfortable truth:Most PMMs don’t struggle because of lack of skill.They struggle because they can’t influence.

This week, I sat down with Amruta (Amazon GTM Lead + PMM Coach) for Part 2 of our conversation, and we dug into the invisible side of product marketing—the people strategy.

We covered:

* Why Amruta started coaching PMMs (and the repeating patterns she saw)

* The #1 reason cross-functional influence is so hard

* The mindset traps that silently block your career growth

* How to escape execution mode and finally be seen as strategic

💡 My takeaway: Your credibility is your career currency. And influence isn’t a “one-time pitch”—it’s built day after day, through trust and relationships.

👉 Listen here →

💬 What’s the toughest part of influence for you—getting buy-in, building trust, or shifting your own mindset?

Most SaaS teams don’t have a traffic problem. They have a conversion problem.

This week on Behind the Brief, I sat down with Lashay Lewis — Founder of BOFU.ai — to talk about how to turn blogs into bottom-of-funnel machines.

Two years ago, I was saving her LinkedIn posts like playbooks. Today, she’s walking us through:

* Why BOFU is ignored (and why that’s costing companies pipeline)

* How to use AI without losing the human edge

* The 3-step workflow she built to take blogs from 5% to 30% conversion

* Her biggest founder lessons from building BOFU.ai

👉 Watch on YT:

"Intent over volume. Thirty people with buying intent beat 30,000 browsers every single time." – Lashay Lewis

CTA:

If you’ve ever wondered why your blog “looks great” but doesn’t bring leads — this one’s for you.

We like to think GTM is about big launches, shiny campaigns, and killer sales decks.

But in my conversation with Daria Love, Director of Product Marketing at TransEU, we stripped it down to what really makes or breaks a GTM motion: alignment from the top down.

When leadership isn’t on the same page, you don’t have one GTM team – you have five mini-companies, each running in their own direction. And that’s when the blame game begins.

In this episode, we talk about:

* Why executive buy-in is the starting point for GTM

* How to create “internal partnership agreements” that stick

* Why imposter syndrome doesn’t just disappear (and how she manages it)

* The case for work-life harmony over work-life balance

* Why you don’t have to be “just one thing” in your career

If you’ve ever felt stuck between departments, doubted your own seat at the table, or wondered why your GTM feels like a puzzle missing pieces – this one’s for you.

🎧 Watch/Listen to the episode here →