From Bare Strategy

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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-generation product-marketing B2B-SaaS pipeline content-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-pmm product-marketing B2B-SaaS hiring consulting

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-marketing business-case pmm-strategy leadership career

Product Marketing · March 1, 2026 · 7 min read

B2B SaaS pricing strategy: what product marketers need to know (and own)

Pricing is the most consequential number in a B2B SaaS business, and product marketing usually meets it last. A price has to be readable on its own. When every deal needs a rep standing next to the number to explain it and discount it, we haven't set a price. We've built something that needs an attendant. Five pieces belong to PMM. Willingness-to-pay research, the value metric, packaging, competitive framing, and the price increase. Own the research and we end up in the room where the number gets set.

PMM Pricing Strategy B2B SaaS Positioning Packaging

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-personas product-marketing B2B-SaaS messaging customer-research

Product Marketing · March 1, 2026 · 9 min read

Market segmentation for product marketers: how to stop spreading your message thin and start winning by segment

Company size and industry describe a buyer. They don't predict one. The segments that earn their keep are boarding groups, defined by what just happened inside a company and what that company now counts as success. Two or three of them, pulled out of the twenty deals that felt easy, validated by reps, and tested against the generic message for a quarter. Any segment that doesn't change what we say is a filter.

PMM

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