Ever wonder what product marketing actually looks like inside HubSpot? In this episode (VIDEO ONLY ON YOUTUBE), I chat with Alex Rainford, PMM for Sales Hub, about what it really takes to drive pipeline, retention, and revenue in 2025. We get into full-funnel strategy, using AI without the fluff, working cross-functionally, and the PMM skills that actually move the needle. If you're a marketer looking to level up, this one's for you!

Chapters

02:00 – Becoming a full-funnel PMM: acquisition to retention

06:30 – Where product marketing is underestimated

09:30 – Retention & usage: the PMM opportunity

12:40 – When trial conversion stalls: key signals

13:20 – Hiring PMMs: What Hiring Managers Look For

15:30 – Mastering AI & domain expertise in 2025

23:30 – Positioning & messaging, mistakes to avoid

24:30 – Getting your seat at the revenue table

28:00 – The future of PMM: AI, collaboration & product

🔗 Listen & Subscribe

🎙️ The 360° Marketing Show with Anusha Kannan Hub:

⁠anushakannan.com/the-360degree-marketing-show-with-anushakannan

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⁠anushakannan.com/360nucleus

✉️ Newsletter – Context Switch

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🌐 Socials

💼 LinkedIn – Anusha:

⁠linkedin.com/in/anusharameshkannan

💼 LinkedIn – The 360° Marketing Show:

linkedin.com/in/ the360marketingshowwithanushakannan

📸 Instagram (BTS):

⁠instagram.com/anusha_rameshkannan

🎵 TikTok:

⁠tiktok.com/@anusharameshkannan

▶️ YouTube Channel:

⁠@PivotwithAnushaKannan

ALEX RAINFORD: LINKEDIN: https://www.linkedin.com/in/a-rainford/

👀 Featured episode: Anusha on AMA Boston’s Talking Marketing

⁠Watch here: https://youtu.be/klH_zfYc8XY?si=RFbAS_oLTPVQkPy7

🎵 Theme Song Code

Code: DZBHXH6X1SGHZV5E,

ITVWDILTDI5MA2V7

tags: B2B marketing 2025, GTM strategy, vertical marketing, product marketing, SaaS marketing, FP&A for marketers, marketing ROI, pipeline marketing, demand generation, CFO marketing alignment, CAC payback, GTM trends 2025, marketing analytics, marketing podcast, full-stack marketing, Anusha Kannan, marketing leadership, content marketing, customer marketing, AI in marketing, Context Switch newsletter, brand building, marketing operations, community-led growth, marketing psychology, founder marketing, marketing careers, growth marketing, email marketing, startup marketing, marketing advice, marketing automation, AI content strategy, solopreneur podcast, HubSpot PMM, PMM skills, HubSpot careers, product-led growth, go to market strategy, retention marketing, product marketing tips, full funnel marketing

Why adoption doesn't mean product-market fit or revenue growth, and how GTM teams miss the conversion gap.

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🔗 Listen & Subscribe

🎙️ The 360° Marketing Show with Anusha Kannan Hub:

⁠anushakannan.com/the-360degree-marketing-show-with-anushakannan

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🧠 Explore the 360° Nucleus (Resource Hub):

⁠anushakannan.com/360nucleus

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✉️ Newsletter – Context Switch

📧 Sign up to receive Anusha’s newsletters:

⁠anushakannan.com/newsletter

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🌐 Socials

💼 LinkedIn – Anusha:

⁠linkedin.com/in/anusharameshkannan

💼 LinkedIn – The 360° Marketing Show:

linkedin.com/in/ the360marketingshowwithanushakannan

📸 Instagram (BTS):

⁠instagram.com/anusha_rameshkannan

🎵 TikTok:

⁠tiktok.com/@anusharameshkannan

▶️ YouTube Channel:

@PivotwithAnushaKannan

---------------------------------------------------------------------

👀 Featured episode: Anusha on AMA Boston’s Talking Marketing

⁠Watch here: https://youtu.be/klH_zfYc8XY?si=RFbAS_oLTPVQkPy7

---------------------------------------------------------------------

🎵 Theme Song Code

Code: DZBHXH6X1SGHZV5E,

ITVWDILTDI5MA2V7

tags: product-led growth, PLG onboarding, SaaS activation, B2B marketing strategy, GTM execution, SaaS retention, marketing funnels, activation metrics, user onboarding, customer lifecycle, marketing, full-stack marketing, marketing podcast, Anusha Kannan, B2B marketing, marketing strategy, content marketing, product marketing, marketing analytics, customer marketing, AI in marketing, marketing careers, founder marketing, brand building, demand generation, marketing operations, B2B content, growth marketing, Context Switch newsletter, marketing thought leadership, customer advocacy, community-led growth, marketing leadership, email marketing, startup marketing, solopreneur podcast, marketing tools, marketing psychology, marketing neuroscience, career in marketing, marketer to founder, marketing advice, AI content strategy, marketing automation.

THIS EPISODE'S COMPANION GUIDE: https://www.anushakannan.com/360nucleus

B2B marketing in 2025 isn’t about more leads, it’s about smarter strategy, tighter spend, & owning the pipeline. In this episode, we break down what top marketers are doing differently to align with finance, go deeper with verticals, and prove real ROI!

T I M E S T A M P S:

00:36 – Why Vertical GTM Is Outperforming Broad Plays

Frictionless targeting, personalization that converts, and faster pipeline growth.

02:53 – How FP&A Is Reshaping Marketing Strategy

Collaborating with finance, building “what-if” models, and becoming a growth advisor.

04:30 – Pipeline Is the New North Star

Moving beyond vanity metrics, aligning with sales, and owning revenue outcomes.

06:24 – Next-Level Segmentation (That Most Marketers Miss)

Behavioral + financial filters on top of industry verticals for smarter targeting.

07:14 – Final Takeaways & Resources

Go narrow, partner with finance, track real metrics ∧ grab the free guide!

🔗 Listen & Subscribe

🎙️ The 360° Marketing Show with Anusha Kannan Hub:

⁠anushakannan.com/the-360degree-marketing-show-with-anushakannan

🧠 Explore the 360° Nucleus (Resource Hub):

⁠anushakannan.com/360nucleus

✉️ Newsletter – Context Switch

📧 Sign up to receive Anusha’s newsletters:

⁠anushakannan.com/newsletter

🌐 Socials

💼 LinkedIn – Anusha:

⁠linkedin.com/in/anusharameshkannan

💼 LinkedIn – The 360° Marketing Show:

linkedin.com/in/ the360marketingshowwithanushakannan

📸 Instagram (BTS):

⁠instagram.com/anusha_rameshkannan

🎵 TikTok:

⁠tiktok.com/@anusharameshkannan

▶️ Pivot with Anusha Kannan: https://open.spotify.com/show/1lCcjGlE0JdGDrdimT6qVv?si=ac56cc8670e34d6e

👀 Featured episode: Anusha on AMA Boston’s Talking Marketing

⁠Watch here: https://youtu.be/klH_zfYc8XY?si=RFbAS_oLTPVQkPy7

🎵 Theme Song Code

Code: DZBHXH6X1SGHZV5E,

ITVWDILTDI5MA2V7

tags: B2B marketing 2025, GTM strategy, vertical marketing, product marketing, SaaS marketing, FP&A for marketers, marketing ROI, pipeline marketing, demand generation, CFO marketing alignment, CAC payback, GTM trends 2025, marketing analytics, marketing podcast, full-stack marketing, Anusha Kannan, marketing leadership, content marketing, customer marketing, ai in marketing, context switch newsletter, brand building, marketing operations, community-led growth, marketing psychology, founder marketing, marketing careers, growth marketing, email marketing, startup marketing, marketing advice, marketer to founder, marketing automation, ai content strategy, solopreneur podcast