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Product Marketing · February 28, 2026 · 7 min read

Account-based marketing for PMMs: how to align messaging when your market is 50 accounts

ABM runs on one unit of work. Call it the account thesis, a paragraph that says why this company, under these particular pressures, should care about this product this quarter. Most programs skip it and ship templates with the logo swapped, then wonder why target-account pipeline looks like everyone else's. This post covers what PMM owns instead. The four inputs to a thesis, what the tiers really change, the parts bin that makes account-level messaging repeatable without custom production, and the two comparisons that say whether any of it landed.

PMM ABM Account-Based Marketing Pipeline B2B

Product Marketing · February 28, 2026 · 7 min read

Partner marketing for B2B SaaS PMMs: how to build a channel program that drives revenue

Most partner programs are a page, a portal, and a deck from eighteen months ago. The content is technically accurate and addressed to nobody, like a letter from the HOA. Partners open it, realize they'd have to rewrite the whole thing before any client conversation, and improvise instead. Call that the translation tax. It's the work we push onto partners before anything we made is usable, and they only pay it once before they stop opening the folder. A channel performs when that tax gets driven toward zero. That means sorting partners before building anything, writing in the partner's language rather than ours, enabling them the way we'd enable a new rep, and putting two names on the deal.

PMM Partner Marketing Channel GTM

Product Marketing · February 27, 2026 · 7 min read

How to write a B2B positioning document: the template PMMs actually use

Most positioning documents are accurate, approved, and unusable. They read like an explanation of benefits. Every line is true and none of it tells the buyer what to do next. The fix is to write the crown quote instead, the four-sentence version a dentist gives you when the tooth is cracked. What's wrong, what happens if you wait, what it costs, and why this option and not the cheaper one. Six sections, one page, reviewed every quarter.

PMM Positioning Messaging

Product Marketing · February 27, 2026 · 7 min read

Customer marketing: the PMM's expansion revenue playbook

A store's return policy tells you what it thinks of you after the money moved. Our customer programs do the same thing, and most of them say the relationship ends at the invoice and restarts at renewal. Call that the renewal-only relationship. It costs more than anything on the dashboard shows, because the customers who already bought are the only people who can tell us whether our positioning is still true. Four programs fix it. References sorted by segment, proof that admits what was hard, enablement written to an outcome, and a community somebody actually reads. The proof is useful. The language is worth more.

PMM Customer Marketing GTM Retention

Product Marketing · February 27, 2026 · 8 min read

Product marketing vs. product management: how to stop the overlap and start collaborating

Product management owns the roadmap. Product marketing owns the narrative. That answer is correct, and it has never once ended the argument, because the argument was never about definitions. Four decisions sit in both roles' laps. Pricing, personas, customer research, and launch. Press down on one and the others move, which means either role can get exactly what it asked for while the company loses the deal. Call that a box win. What ends the argument is writing down who decides in each of the four, before the next disagreement shows up.

PMM Product Management Career GTM

Product Marketing · February 27, 2026 · 8 min read

Stakeholder management for PMMs: how to get alignment without authority

We own the messaging framework and we can't make anyone use it. Every PMM deliverable carries a distribution fee, the part that gets paid after the writing is done, in other people's calendars, and it never shows up on the plan. Non-adoption is silent, so a framework can be live, linked, approved, and dead. Pay the fee early instead. Build the relationships before there's an ask, keep a standing rhythm with the four people whose behavior your quarter depends on, hold one living positioning document the organization actually quotes, and report upward in the metric leadership already watches.

PMM Career Collaboration Influence

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