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13 pieces on this thread.

Product Marketing · March 9, 2026 · 8 min read

Why your SaaS product isn't getting recommended (and how to fix it)

Most SaaS teams wait for word-of-mouth to follow product quality, and it never arrives that way. Recommendations are a narrative outcome. People recommend a product when the recommendation makes them look smart, informed, or early. Wharton's Jonah Berger opens Contagious with social currency, the idea that we share what makes us look good, and the mechanism is status, so it still holds. A product that confers no identity worth claiming won't spread however good it is. Find the peer sentence your customers already say when nobody from your company is in the room, then build the positioning around it.

word-of-mouthpositioningSaaS-growthproduct-marketingbrand-strategy

Product Marketing · March 6, 2026 · 7 min read

The B2B go-to-market strategy template: how PMMs build GTM plans that get executive buy-in

A GTM plan that lists what marketing will do gets rejected. A GTM plan that states a bet gets approved. The bet page comes first, one paragraph naming the segment, the claim, the number, and the date. Everything after it is evidence. Four parts carry that evidence, in order. Who exactly the market is, what our one winning claim is, the route a prospect actually travels, and the early signals that tell us it's working before revenue does. Detail is what we produce when we can't name the bet.

go-to-marketproduct-marketingstrategyGTM-planningexecutive-alignment

Product Marketing · March 6, 2026 · 7 min read

The PMM tech stack: tools product marketers actually use in 2026

You don't need thirty tools. Every tool in a PMM stack repeats back what you already gave it, tidier and louder, which is worth paying for only when the repeating is the bottleneck. Five categories carry the weight. Research, messaging, enablement, competitive, and AI. The highest-return investment is the one most of us skip, which is a structured research habit built before any software gets bought.

product-marketingtoolstech-stackPMMproductivity

Product Marketing · March 5, 2026 · 8 min read

How to build a product marketing team: from solo PMM to full function

Most PMM teams accumulate instead of getting built. One generalist works, so we hire another generalist, and five people in nobody can say who owns the launch process. That second hire is a recognition hire, the person we bring on because we already know how to evaluate them rather than because the team is missing what they do. The second PMM should be the most different hire we make. The third should go deep on a revenue gap we can name out loud. And the operating model has to be written down before it's needed, because headcount is a setting and somebody still has to watch the road.

product-marketingteam-buildinghiringPMM-leadershiporg-design

Product Marketing · March 5, 2026 · 9 min read

The PMM career ladder: how to grow from Associate PMM to VP of Product Marketing

Product marketing has no agreed definition of senior, so companies fall back on the only signal they can read, which is volume. Call it the promotion filter. It catches the loudest work and drops the judgment work in junk. Seniority here is really the altitude of the thinking and the independence of the judgment, and the path runs through four different jobs. Associate PMMs execute inside a scope somebody else drew. Mid-level PMMs own a domain and get judged on judgment. Senior PMMs set direction without authority. Directors and above build the function instead of the deliverables. The skill that moves you through all of them is making the connection between your work and the business visible before anyone asks.

product-marketingcareerPMM-leadershipskillsprofessional-development

Product Marketing · March 2, 2026 · 7 min read

Demand generation for B2B PMMs: how to build the programs that actually fill pipeline

Demand gen fails on the choice of buyer long before it fails on the choice of channel. The campaign machinery is usually fine. What's missing is the spot decision, the call about who this program is for and what problem we're claiming, made before anyone touches a channel. That call is ours. Make it, and five programs get sharper. Skip it, and the dashboard keeps beeping while the pipeline stays flat.

demand-generationproduct-marketingB2B-SaaSpipelinecontent-marketing

Product Marketing · March 2, 2026 · 7 min read

The fractional PMM playbook: when to hire one, what to expect, and how to get maximum value

A fractional PMM is urgent care for product marketing. Ten to twenty hours a week, senior judgment, one bounded problem, a clock on the engagement. It works right up to the moment we walk in with the wrong problem and then blame the hours. What actually decides the outcome is the access ceiling, meaning the quality of the work gets capped the day we decide who this person is allowed to talk to. This covers the situations where fractional holds up, how to shape the engagement, how to vet in a market where every page says the same thing, and when to walk into a different building.

fractional-pmmproduct-marketingB2B-SaaShiringconsulting

Product Marketing · March 2, 2026 · 7 min read

How to build a PMM business case: getting budget, headcount, and buy-in

Product marketing has a closed-door problem. Its only evidence is that nothing went wrong, and nothing going wrong files no report. The budget meeting doesn't form opinions, it ratifies ones set months earlier, so the record has to exist long before we walk in. Win rate correlation is the evidence that survives the change in light.

product-marketingbusiness-casepmm-strategyleadershipcareer

Product Marketing · March 1, 2026 · 7 min read

Buyer persona development for B2B PMMs: how to build profiles that actually drive decisions

A persona that lists a title, an age range, a tech stack and a reporting line is onboarding paperwork. Accurate, filed, and no use at all when a deal goes quiet in week six. The version that changes what we write answers five things about how the buyer decides. What set them looking, what they're trying to accomplish, what blocks them inside the building, what they can't change, and what a win looks like to them personally. It comes from interviews with buyers who chose us and buyers who didn't, not from a whiteboard.

buyer-personasproduct-marketingB2B-SaaSmessagingcustomer-research

Product Marketing · December 25, 2025 · 8 min read

Voice of Customer research: how PMMs build messaging that actually converts

Most B2B messaging is written from the inside out, in the language of the people who built the product. Voice of Customer research is how we get the buyer's own sentences instead. Talk to wins, losses, and near-misses. Mine tickets, reviews, and recorded sales calls for the words buyers use before they know our category exists. File the raw quotes in a language bank. Then run the highlighter test on the page we already published. A buyer who hears her own sentence come back to her feels understood, and understood buyers buy.

voice-of-customerproduct-marketingmessagingcustomer-researchB2B-SaaS

Go-to-Market · December 18, 2025 · 7 min read

The GTM alignment playbook: how PMMs bridge product, marketing, and sales

Product, marketing, and sales each end up serving a slightly different customer, and every one of them is optimizing correctly. That's the three-customer company, and it's the default state at every ARR level. Alignment doesn't arrive through a mandate or a bigger meeting. It comes from one findable positioning document, a room before every ship, a working loop back from the field, shared numbers nobody can move alone, and a PMM useful enough that people reach for the story instead of writing their own.

go-to-marketproduct-marketingGTM-alignmentB2B-SaaSsales-and-marketing

Go-to-Market Strategy · December 4, 2025 · 7 min read

Sales enablement that actually enables sales: a PMM's playbook

We build enablement at a desk, from product specs and analyst notes, organized the way we understand the market. Then we hand it to a rep who has ninety seconds before a prospect says a competitor's name. That gap is why the folder stays closed. Build for the moments reps are actually in, keep it in one findable place, and read what comes back as a live signal on whether the positioning is holding.

sales-enablementproduct-marketinggo-to-marketbattle-cardsB2B-SaaS