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

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

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#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)
(31:49) - – Tying assets and enablement to revenue
(33:19) - – Tracking usage without a big tech stack
(36:19) - – Who owns positioning: PMM vs brand?
(38:19) - – How to shine as a PMM in a sales-led org
(42:49) - – The death of one-pagers and what to use instead
(45:19) - – What to look for when hiring a great product marketer

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