Show Notes
Most small B2B teams know product marketing matters. Very few know how to make it work without specialists or big budgets. In this episode, we’re joined by Kayla Medica, creator of the Medica Method, to break down how product marketing actually works inside lean B2B teams. We unpack what breaks when no one owns product marketing, how to align product, sales, and leadership around one story, and why pricing is just as much a product marketing problem as it is a commercial one.
Kayla also explains why most B2B personas fail, how to build real feedback loops with sales, and how small teams can punch above their weight without burning out.
Tune in and learn: + How product marketing really works in small B2B teams + What product marketers should say no to (and when) + Why pricing and positioning are inseparable
If you’re in a small B2B team trying to create consistency between marketing, sales, and product, this episode is a must-watch.
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00:00 Why Product Marketing Breaks in Small Teams 02:10 What Happens When No One Owns Product Marketing 04:16 Product Marketing Explained 05:23 The Medica Method 07:46 Why Small Teams Can’t Pause Work 09:11 Who Product Marketing Aligns With 10:52 Executive Buy-In 12:00 Net-New vs Expansion Growth 14:15 Product Marketing Boundaries 17:50 Fixing Sales Feedback Loops 23:50 Why B2B Personas Fail 29:50 Pricing as Product Marketing 35:40 Showing Pricing on Your Website 38:40 Taylor Swift Pricing Lessons 42:30 Status Signalling in B2B 46:00 Product Marketing as a Career
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S08 E217 - The B2B Playbook #b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket
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