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

#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 B2BTools, frameworks, and metrics that actually matterHow to align with sales and customer successTrends to watch in 2025 and beyondTimestamps(00:00) - – Intro to Natalie, Jason, and Eric (02:00) - – Why product marketing is the most important function in B2B marketing (03:50) - – Defining the role: What should product marketing actually own? (06:00) - – How PMM impacts revenue, growth, and pipeline (07:30) - – Differentiation: What it really takes and why most companies get it wrong (10:00) - – Real examples of effective positioning in crowded markets (14:30) - – What bad product marketing looks like (16:00) - – Why PMMs need to market the product more (and not just during launches) (19:00) - – Launch marketing, momentum, and creating "marketable moments" (21:00) - – Why PMM charters don’t work - and what to do instead (23:00) - – How to measure product marketing impact (with or without KPIs) (29:30) - – Tying assets and enablement to revenue (31:00) - – Tracking usage without a big tech stack (34:00) - – Who owns positioning: PMM vs brand? (36:00) - – How to shine as a PMM in a sales-led org (40:30) - – The death of one-pagers and what to use instead (43:00) - – What to look for when hiring a great product marketer Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***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