SaaS
C-Level Marketing Module 4: Product Marketing
•December 3, 2025
Original Description
This session goes deep into why product marketing is the most important growth lever for any B2B company. Shiv explains how product marketing shapes product roadmap sales enablement content customer success and every touchpoint that influences how your company is perceived in the market.
You’ll learn why most organizations treat product marketing as a downstream function when it should be the strategic engine that defines positioning messaging ICP resonance and market distinction. Shiv walks through examples from Zendesk Jobber Basecamp AWS HubSpot and others to show how iconic companies create separation win markets and generate alpha beyond baseline market growth.
This module covers foundational assets like messaging houses personas and positioning while also teaching how to build category level differentiation through community tools infrastructure expertise experiences and ecosystems. If you want to elevate your product marketing from functional to C level strategic this session gives you the playbook.
⏱️ Time Stamps
00:00 Why product marketing is the top C level growth lever
00:35 The shift from demand gen to strategic enterprise value
01:15 Why most companies fail at product marketing
02:30 How product marketing sets the table for the entire company
03:45 Product marketing’s impact on PMF referrals and organic growth
05:10 Customer analysis as the foundation of real product marketing
06:00 Why product marketing influences every part of GTM
07:20 Everything is product marketing across product sales and CS
09:00 How misalignment between promise and delivery destroys trust
10:50 Zendesk example: unified AI messaging across all touchpoints
12:30 Why product marketing must lead product roadmap not follow it
14:20 Red ocean vs blue ocean strategies for differentiation
15:45 Creating distinction vs promoting basic features
17:00 Iconic positioning and the 8 levers to build it
18:30 Frameworks examples and models to scale product marketing impact
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