Martina Lauchengco: What Great B2B Product Marketing Looks Like in 2026

Product marketing isn’t just a function - it’s the bridge between what you build and how your market understands, adopts, and loves it.

In this session, Martina Lauchengco (Partner at Costanoa Ventures and product marketing partner at Silicon Valley Product Group) shares her vision for what great product marketing looks like in 2026 and beyond.

Drawing on three decades of experience in product, marketing, and go-to-market strategy, Martina will unpack how the discipline has evolved and what top teams are doing differently today.

You’ll discover: - Why positioning and deep customer understanding must drive every decision - How product marketing connects product, market, and revenue in a world where buyers self-educate online - What the best product marketers do to enable evangelism and true adoption, not just awareness - How product, marketing, and sales can partner to shape narratives that stick

This conversation goes beyond tactics. It’s about the purpose of product marketing and how the most successful companies infuse it into their strategy and growth.

Whether you lead PMM, demand gen, or go-to-market, you’ll walk away with ideas you can use immediately. Follow Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

To stay updated on all things Dreamdata and B2B go-to-market:

👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io