Marketing Corner

In our last episode, Kamma Luise helped us map the current state of Product Marketing. This time, we look ahead:

What does the future of Product Marketing actually look like?

Yes, AI plays a major role - but this isn’t just another “AI will change everything” conversation.

We explore why the future belongs to PMMs who know how to enable their teams: the ones who build the foundations and create the conditions for go-to-market success, including:

• Why AI is just a tool and not the work itself

• How to use AI to buy back time and go deeper where it matters most

• How to create a digital twin of your ideal buyer (or even your HIPPO)

• The new PMM skillset: AI-literate, insight-led, commercially aware

• Using strategic messaging maps and behavioral intel to spot gaps and drive product and GTM

• How the Marketing Leader is the one responsible for creating space for PMMs to thrive

TL;DR: The next-gen PMM will be your team’s most AI-literate member: curating the best sources, mastering the right tools, and connecting the dots faster than anyone else.

It's one of the most sought after, and often misunderstood, positions in the marketing team: Product Marketing.

In this week's episode, we sit down with our favorite “Woo Girl”, and all around lovely human, Kamma Luise Rodian - Head of Marketing at UnitedFintech and Product Marketing master. Kamma shares her unique perspective on what Product Marketing really is, where it fits in the org, and why companies often expect too much from the role.

We cover:

• What is Product Marketing, Really? Kamma’s personal definition of PMM, how it’s evolved over her career, and common misconceptions (especially in startups). Plus, we tackle the big question: Should PMM sit in Marketing or Product?
  

• Building Product Marketing from the Ground Up: Learn how Kamma built PMM functions at AppFollow and United Fintech, her key focuses in the first 90 days, and the frameworks she swears by for GTM and strategic messaging.
  

• Strategy vs. Execution: Navigating the tension between high-level strategy and moving fast, correcting GTM missteps, and the critical role of PMM in pricing, packaging, and positioning.
  

• Leadership & Key Takeaways:Discover what great PMM leadership looks like in scaleups, the mistakes companies often make when hiring, and one thing Kamma wishes more founders understood about Product Marketing.

Plus, we wrap up with her hot take on Product Marketing that just might surprise you.

Whether you’re a founder, a marketer, or someone looking to understand Product Marketing better, this episode is packed with real-world insights and actionable takeaways.

Tune in and get ready to rethink what you know about Product Marketing.

If your leads drop in summer or your Q4 pipeline looks magical - it's not random. Seasonality impacts B2B marketing more than most teams admit. So let's talk about it.

In this episode, we cover:

• What seasonality in B2B actually looks like

• How marketing performance shifts across the calendar

• Ways to align your campaigns with buyer behavior and timing

• Why adjusting your strategy by season isn’t optional

• And what does my wardrobe have to do with any of this?

Looking to improve campaign results year-round? Start by understanding the seasonality of your market!

If you've listened to this episode, you're in the top 1% (IYKYK).

Creativity isn’t just for designers - it’s an essential business survival skill. In this episode, we dive into why creative thinking is so hard to sustain inside fast-moving teams, and how most companies get it wrong.

• Why creativity needs consistency and not annual offsites with Post-its

• The hidden reasons good ideas never get off the ground

• How the HIPPO quietly kills creativity (and what to do about it)

• Simple shifts to make creative thinking a weekly habit

• A few exercises that might feel strange but actually work

If you want to stop treating creativity like a one-off event and start making it part of your workflow, this one’s for you.

When Brands Collide: Marketing Through M&A.

What happens to your brand when your company gets acquired - or you're the one doing the acquiring?

(Hint: It’s more than just slapping logos together and calling it a day.)

In this episode, Jen and Casper tackle the real branding and marketing chaos that comes when two brands collide during M&A, including:

• Merge, separate, or blend brands? What actually works?
• Real-world M&A wins and where others went sideways - IT WAS CALLED HIPSTAMATIC! (IYKYK)
• Aligning teams and processes without creating chaos
• Why culture clashes derail even the best deals
• What startup marketers can steal from enterprise integrations.

If M&A is in your future, here's your marketing playbook.

🔥 Most ads are forgettable. These weren’t.

In this episode, Jen and Casper share the best ads (in their humble opinions) - the ones that made them laugh, cry, or say “WTF?”

But here’s the kicker:

• And what can you steal from them to make ads that actually land?

As always, they share their hot takes and what you can steal to make your ads memorable.

What are some of your favorite ads of all time?

So you're looking to sell your company in 12–18 months? Congrats! 🥂

How can Marketing help your business achieve exit-ready status?

This week on the pod, we’re joined once again by Shiv Narayanan, Founder of How To SaaS and author of Post-Acquisition Marketing and Exit-Ready Marketing. 

Shiv’s the expert private equity firms, founders, and CEOs call when it's time to maximize valuation fast.

We asked him: 👉 How can Marketing drive exit value and not just pipeline?

Shiv breaks down:

• How to position your company to appeal to investors and buyers

• The 9-step framework for making Marketing a growth engine for valuation

• What marketing metrics really matter during due diligence

• How to avoid the classic mistakes startups make in the final year before a sale

If you're a marketer in a startup planning for an exit, this episode’s for you.

If you’re a founder dreaming about an exit but stuck chasing vanity metrics, this one’s definitely for you.

For more insights from Shiv Narayanan, check out:⁠How to SaaS⁠Private Equity Value Creation Podcast

And take a peek at the first chapter of his book:Exit-Ready Marketing

You just raised a round. Congrats 🥂 Now what?

This week on the pod, we’re joined by Shiv Narayanan, Founder of How To SaaS, bestselling author of Post-Acquisition Marketing and Exit-Ready Marketing, and the person PE firms, founders, CEOs, and revenue leaders call when they need to grow enterprise value fast.

We asked him: 👉 How do you evolve from scrappy growth to structured, scalable marketing?

Shiv breaks down:

• ​How to make data-based decisions when there is no data
• ​Why you should secure political capital first before making any bold moves
• ​The 4 initiatives marketing teams should prioritise in the first 100 days after funding
• ​What really moves the needle for revenue growth

If you’re a marketer in a newly funded company, this episode's for you.

If you're a founder of a newly funded company dreaming of branded frisbees, this one’s definitely for you.

For more insights from Shiv Narayanan, check out:

How to SaaS

Private Equity Value Creation Podcast

And check out the first chapter of his book:

Post-Acquisition Marketing

What happens when startup competition crosses the line into corporate espionage?

This week we're diving into one of the wildest stories B2B SaaS has recently seen: Rippling’s lawsuit against Deel for allegedly running a covert spying operation inside their walls.

We will unpack:

• A timeline of alleged espionage by a Rippling employee turned Deel informant
• The (not so) sneaky Slack searches, pipeline theft, and employee poaching
• The smoking gun that brought it all down
• A bathroom showdown that would be funny if it wasn’t real

And what does Russia have to do with all this?

We also zoom out to ask:

• Is this an isolated case, or just the tip of the SaaSpionage iceberg?
• What can scaleups actually do to protect themselves from internal threats?
• When does hypergrowth pressure push startups to bend - or break- ethical lines?

If you’ve ever thought, “That would never happen to us”, you need this episode.

Available wherever you get your podcasts 🎧

🔥 Notorious ELG! 🔥

Events-Led Growth (ELG) is one of those strategies that when it works, it *really* works.

And when it doesn’t… well, you’ll certainly feel it.

In this episode, Casper and Jen are stepping out of their comfort zone to talk about events as the primary revenue engine. Love them or hate them, events can be a real game-changer - or a budget-crunching money pit.

Whether you're dabbling in events, or it's your biggest revenue driver, this episode is for you. We cover:

• When is it best to go all-in on an ELG motion?
• The pros vs. cons of ELG 
• The tracking nightmare that is attributing events to revenue
• Attending vs. hosting your own (side events for the win!)
• Managing stakeholders who want to be on stage, even if it means no ROI
• The power of saying “no, because…”

The key takeaway? Go big or go home. Half-committed event strategies rarely deliver.

Special thanks to Katrine Rasmussen and the team at Pixelz for the inspiration behind this episode!