#189: Product Marketing | Are Product Marketers Actually Marketers? with We're Not Marketer's Podcast

B2B Marketing with Dave Gerhardt

In this episode, Dave is a guest on the We're Not Marketers podcast, hosted by Zach Roberts (Founder of Break Into Product Marketing), Eric Holland (current Product Marketer at Klue), and Gab Bujold (Founder at Press X to Market). They sit down to talk about Dave’s journey in B2B marketing—from marketing manager to CMO—hosting a podcast for B2B marketing, and organizing Exit Five’s first-ever in-person event, Drive in Burlington. Plus, Dave answers one important question: Are product marketers actually marketers?

We’re Not Marketers and Dave also cover:

• One way “frameworks” might hurt your product storytelling.
• Why you can’t just start a podcast in B2B without this obvious skill?
• What Dave said is “the most important role in B2B marketing”.
• Don’t tell sales “what to do”. They almost never listen. Do this instead.
• Why “messaging by committee” sucks.
• Good news! The "80% difference" to great B2B marketing, uses two common PMM skills.
• How can we (product marketers) simplify B2B marketing

Timestamps

• (01:05) - Dave's Journey and Podcasting Tips
• (05:42) - The Importance of Product Marketing
• (07:40) - Early Stage Marketing Strategies
• (14:53) - Building Trust and Influence in Startups
• (21:48) - Positioning and Messaging Challenges
• (26:06) - Addressing the Decline in Win Rate
• (28:39) - Importance of Executing Positioning
• (29:12) - Casual Conversation and Personal Interests
• (30:13) - Messaging Torture Chamber
• (30:46) - Marketing Strategies: Brand vs. Content
• (32:29) - Event Marketing Insights
• (34:14) - Simplifying B2B Marketing
• (37:53) - The Role of Podcasts in B2B Marketing
• (44:38) - Conclusion and Upcoming Events

Send guest pitches and ideas to [email protected]
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Today's episode brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
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• Visit hatch.fm to learn more