The B2B Playbook #217: Product Marketing Framework for Small B2B Teams (What Actually Works)
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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So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S08 E217 - The B2B Playbook
#b2b #productmarketing #b2bmarketing #pricingstrategy #gotomarket