‍

Fix the handoff. Fuel better campaigns.

‍

You’ve got a solid demand gen engine. Campaigns are delivering clicks, downloads, maybe even webinar signups. But pipeline? Lukewarm at best. If your programs are performing on paper but not converting in the real world, the problem likely isn’t your creative. It’s your story.

‍

In Forrester’s 2023 B2B Brand And Communications Survey:

• 44% of marketing leaders said their messaging fails to address the needs of all audiences
  
  
• 37% said different messages from across the org confuse buyers
  
  
• 40% struggle to make brand messages relevant to buyers
  
  

That’s not a campaign problem. That’s a messaging problem.

‍

And it’s not demand gen’s fault. Blame the org chart. Product marketing has the story—but often shows up too late to shape the campaign. If you want performance and pipeline, it’s time to get these two teams in sync.

‍

In many B2B companies, product marketing and demand gen sit in different parts of the organization. PMM might report to the CMO, the head of product, or even sales, depending on whether the company prioritizes messaging, roadmap alignment, or enablement. Regardless of where they report, product marketers are usually the ones closest to the voice of the customer, value drivers, and differentiation. But they’re not always looped into campaign planning early enough to shape the story.

‍

That leads to a familiar pattern: demand gen teams are left to execute “around” a vague or outdated value proposition. Meanwhile, PMM shows up once the landing page is live to tweak some headlines.

‍

By then, it’s too late.

‍

Product marketing owns the “why now.” If that message is missing, even the best-built campaigns won’t convert.

‍

Making the Case for Messaging-Led Campaigns:

A B2B tech company hired us to manage their first big trade show. But early in the project, we uncovered a deeper issue: their messaging didn't align with how they were winning in the market. We worked with their CEO and sales team to rebuild the story, one that reflected real customer outcomes and market momentum. That new messaging powered their booth, shaped their campaign creative, and sparked new demand gen ideas.

The result? A standout presence, stronger inbound interest, and a clear reminder that great demand gen starts with the right story.

‍

Why CMOs Need Product Marketing and Demand Gen in Sync

‍

Positioning without execution is a half-built campaign. Execution without positioning is a shot in the dark.

‍

Demand gen teams tend to shine in the middle and bottom of the funnel — and for good reason. That's where buyers have already identified their problem and are actively exploring solutions. Your content is designed to meet them where they are: use case blogs, ROI calculators, pricing pages, and competitor comparisons—all great stuff — for buyers who already know what they need.

‍

But that's not where pipeline begins. It starts at the top.

‍

Top-of-funnel (TOF) campaigns require a different approach: insight-driven storytelling that frames the problem before the buyer even begins searching for a solution. That's where product marketing should lead. When PMM is part of the campaign creation process, your campaigns connect earlier, resonate deeper, and create demand, not just capture it.

‍

According to Forrester, 62% of B2B buyers say they make decisions based on a brand’s digital content.
(Source: Forrester Research, 2024 B2B Buyer Study)

‍

When PMM is part of your TOF strategy, you get stronger messaging for campaigns like:

• Narrative-driven paid social ads
  
  
• Webinars that reframe the buyer problem
  
  
• Thought leadership anchored in emerging trends
  
  
• Analyst briefings and co-branded content
  
  
• Problem-first blog series and SEO content
  
  
• Sales outreach campaigns with positioning hooks
  
  

Without this alignment? You get mismatched messaging, confused prospects, and campaign performance that never quite hits the mark.

‍

What Integration Actually Looks Like

‍

If product marketing holds the keys to differentiation, and demand gen controls the campaign engine, then integration is what makes the car move.

‍

The best-performing teams don't treat product marketing and demand gen like separate functions. They operate with shared inputs, shared goals, and a clear playbook for collaboration. Here's what that looks like in practice:

‍

Align On the Audience

‍

Your PMM team probably owns your ICPs, Jobs to Be Done (JTBD), and buyer personas. But when was the last time they reviewed those documents with the whole marketing team?

Set up a short working session to:

• Refresh personas with recent insights from sales and customer success
  
  
• Align JTBD to current campaign goals
  
  
• Revisit pain points and buying triggers across segments
  
  

This refresh ensures your TOF campaigns aren’t just accurate—they’re relevant.

‍

Ground Campaigns in Funnel Data

‍

PMMs don’t always live in the dashboards—but they should. Especially if they’re working closely with Sales and influencing GTM strategy.

Ask your demand gen or marketing ops lead to host a funnel performance session:
‍

• What messages are converting at each stage?
  
  
• Where are campaigns falling short?
  
  
• Which personas or segments are underperforming?
  
  

These insights help PMM fine-tune positioning and arm sales with smarter talking points.

‍

Co-Create Campaign Themes

‍

Now that you’re aligned on the audience and performance data, workshop 2–3 creative campaign themes with a cross-functional crew: PMM, Demand Gen, Content, Brand, and Events.

Map each theme across the funnel:
‍

• TOF: Problem-first POVs, narrative-driven content
  
  
• MOF: Product tie-ins, use cases, customer stories
  
  
• BOF: Proof points, ROI calculators, technical comparisons
  
  ‍

Bonus: These themes can fuel multiple GTM motions—from product launches to trade show plays.

‍

Make Integration a Habit

‍

These sessions aren't a one-time sync. Your goal should be to set a working rhythm that compounds over time.

• Involve PMM early in campaign planning, not just launch
  
  
• Build shared messaging frameworks (with space for adaptation)
  
  
• Run joint retros using performance data to refine future campaigns
  
  

‍

The CMO’s Role

‍

As the marketing leader, you're the connective tissue—model collaboration by bringing PMM into conversations with your CRO, CFO, and CPO. Set shared goals like pipeline velocity and win rate, and give PMM a permanent seat at the campaign planning table.

‍

If your demand gen team is flying solo, it's time to call in product marketing and build campaigns that convert.

‍

Need a messaging reset that actually moves the needle? That’s our thing. Drop us a note - we'd love to help.

‍