4 tips to become more strategic in your product marketing

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🧑‍💻 78% of people say meetings are hurting their productivity

At Atlassian, they decided to do something about it.

What happens when you run a major cross-functional project without any meetings?

Andrew Boyagi (Head of DevOps Evangelism at Atlassian) pulled it off, collaborating across 3 countries and 4 time zones using async tools like Loom, Confluence, and Jira. No kickoffs. No status updates. No Zoom fatigue. Just actual progress.

In this session, Andrew breaks down exactly how he led a critical project, with zero meetings and zero chaos. You’ll get the play-by-play on:

• Structuring projects without relying on real-time check-ins
• Using tools like Loom to keep everyone aligned (without hopping on Zoom)
• Making async work across time zones, teams, and tight deadlines

If you’re buried in back-to-back meetings, this is your blueprint for getting real work done again.

Watch the live session here

🏆 How the Best B2B Product Marketers Win

Most product marketers are stuck in reactive mode. New feature drops → scramble for messaging → ship some LinkedIn posts → move on to the next fire drill.

Sound familiar?

But there’s so much more to Product Marketing than taking orders.

Jason Oakley (Founder, Productive PMM), Eric Holland (senior PMM at BetterWorks), and Natalie Marcotullio (head of growth at Navattic) shared exactly how to break out of this cycle and do incredible product marketing.

Differentiate, Differentiate, Differentiate

Everyone's obsessed with positioning frameworks. But the real secret? Get specific about who you're selling to first.

Segmentation leads to differentiation.

You can't differentiate when you're trying to be everything to everyone. Pick your lane, then it becomes obvious why you're different.

Example that nailed it: Freckle (a Clay alternative) – their homepage literally says "Clay without the learning curve." No fluff, just straight to the point.

Track What Sales is *Actually* Using

You might not be able to afford fancy tracking tools, but you can still measure what matters:

The Gong hack: Call recording tools can detect when slides are on screen. Launch a new sales deck, then track which slides get used and listen back to see if the messaging lands.

The discipline approach: Make fewer pieces of content so you can actually measure them. Instead of 15 random assets, create 3 really good ones and track their impact on win rates.

Even better, get involved in actual deals. Be the person who can walk into a meeting and say, "I was on three deals this week. Here's exactly why we won and lost."

Kill One-Pagers

Nobody reads PDFs anymore. Make dynamic content you can update on the fly. Deal rooms, interactive demos, landing pages, anything that doesn't sit in a folder gathering digital dust.

Exception: Enterprise sales with big buying committees still expect polished one-pagers. Know your audience.

Measure PMM Success

Forget vanity metrics. The closer you are to revenue, the better.

Here’s what the experts suggest tracking:

• Competitive win rate (you can actually own this)
• Revenue from product launches
• Deal influence/support

Bonus! The relationship metric: One VP's #1 KPI was "How well does the sales team know their product marketer?" If they don't know your name, you're not embedded enough.

The Bottom Line: Stop being reactive. Get specific about your audience. Get close with sales. Create fewer, better assets. Measure what matters.

Product marketing isn't about having the perfect framework. It's about being the person who understands the market AND the product better than anyone else in the company.

📺 UPCOMING EVENTS

⁉️ [JUNE 10TH] WTF is GTM Engineering?! Do I need to hire for this role?

You’ve seen the title. Now let’s unpack the hype.

Six months ago, there were just a few hundred GTM Engineering roles online. Today? Over 5,000 and counting. But ask ten execs what the role actually does, and you’ll get ten different answers.

GTM Engineering might be the most important role you’ve never heard of.

Is it fancy RevOps? Marketing’s identity crisis? The missing link in your GTM strategy?

Join Dave as he hosts a live panel with John Short (CEO) and Cammy Keiler (CCO) from Compound Growth Marketing to break it all down: what GTM Engineering is, why it matters, and how it’s quietly become one of the most important growth roles in modern B2B orgs.

We’ll cover:

• What makes GTM Engineering different from RevOps, MOPs, and SOPs
• Why frictionless buying now matters more than product differentiation in the AI era
• How GTM Engineers orchestrate your stack to drive growth
• What to look for (and what to avoid) when building this function
• Real examples of how GTM Engineers drive impact, solve stack challenges, and partner with GTM Strategists

This session is perfect for CMOs, marketing leaders, and operators who want to stay ahead of the curve and actually understand the next wave of GTM strategy.

Join Live or Get the Recording

🏢 OPEN ROLES

Who's hiring right now?

🔥 HOT JOB OF THE WEEK: Science Interactive is hiring a Product Marketing Manager to lead go-to-market strategy, craft compelling messaging, and turn customer insights into action across a portfolio of science education brands. The ideal candidate is strategic, hands-on, and thrives on cross-functional collaboration to drive adoption, retention, and growth.

Interested? Apply here.

Other open roles on the Exit Five job board this week:

• Animalz is hiring a Senior Content Marketer
• Ceipal is hiring a Director of Content
• TuMeke is hiring a Senior Marketing Manager (Demand Gen)
• Boost My School is hiring a Mid-level or Senior Marketing Manager (Demand Gen/Events)
• Walnut is hiring a Senior Content and Brand Strategist
• New North is hiring a Growth Marketing Strategist
• Valence is hiring a Product Marketing Manager

See all open roles

Have an open role and want to make sure the best B2B marketing talent sees it?

Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 25k+ marketers.

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