April 10, 2025

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

53 minutes

#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

(03:08) - – Why product marketing is the most important function in B2B marketing

(04:58) - – Defining the role: What should product marketing actually own?

(07:08) - – How PMM impacts revenue, growth, and pipeline

(08:38) - – Differentiation: What it really takes and why most companies get it wrong

(11:08) - – Real examples of effective positioning in crowded markets

(15:38) - – What bad product marketing looks like

(17:08) - – Why PMMs need to market the product more (and not just during launches)

(20:08) - – Launch marketing, momentum, and creating "marketable moments"

(22:08) - – Why PMM charters don’t work - and what to do instead

(24:08) - – How to measure product marketing impact (with or without KPIs)

(32:13) - – Tying assets and enablement to revenue

(33:43) - – Tracking usage without a big tech stack

(36:43) - – Who owns positioning: PMM vs brand?

(38:43) - – How to shine as a PMM in a sales-led org

(43:13) - – The death of one-pagers and what to use instead

(45:43) - – What to look for when hiring a great product marketer

Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Today's episode is brought to you by Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

Frustrated by clunky email builders? You need Knak.
Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.

***

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.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

...more

View all episodes

By Dave Gerhardt

4.7

4343 ratings