Today we announce the release of our latest B2B resource - The MFS B2B Product Marketing Guide for 2025 - which goes deep into B2B Product Marketing covering everything from definitions, best practices, skill sets, career possibilities, metrics, and more.
ACCESS THE MFS B2B PRODUCT MARKETING GUIDE HERE →
The guide is a really useful resource and will be particularly valuable to the following groups:
- Startup companies bringing a new B2B product to market
- B2B Product Marketing Managers looking to stay on top of the latest product marketing trends
- Marketing leaders at startup companies who are tasked with many product marketing responsibilities
- Companies looking to hire a product marketing resource - this guide will help you identify they key traits and experiences to look for in a product marketing manager
- An aspiring product marketing manager - looking to develop their understanding of the role
B2B Product Marketing Evolution
The changing dynamics of the modern B2B landscape has led to a situation where the role - and, indeed, the performance of the PMM is now inexorably linked with the success or failure of a product. The product launch timeline is shrinking and so is the success window. Companies need to demonstrate success quickly after launch, and, as a result, they rely heavily on the PMM to identify and communicate product value to the target market in such a way that grows the customer base and, ultimately, revenue in a fast-paced manner.
Secondly, there are more decision makers involved in the B2B buying process than ever before. Similarly here, companies rely on the PMM to both identify the key decision makers involved and also develop messaging that communicates the product value to disparate stakeholders who may have conflicting needs.
Thirdly, B2B client expectations continue to rise - particularly in the areas of customization and technical know-how. The traditional product-oriented approach to marketing will no longer suffice. Communicating features and benefits to the modern client won’t do. Instead, PMMs are leading the transition towards a go-to-market approach based on a tailored and technical value proposition for each audience segment.
In this guide, we outline what we have learned about product marketing over the course of 15+ years in the B2B environment. The guide is free to access on this link, and we welcome feedback of all kinds! If you have a marketing challenge you are looking for support with, you are more than welcome to set up a no obligation initial conversation with our team.