Product Marketing Breakdowns

Chirag Madhrani
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  • MARKETING

Product Marketing Breakdowns gives a platform to top product marketers to bring examples of their work, share the insights they gained during the process, and explain why their approach was successful. The goal is to enable peer-to-peer learning, helping other product marketers learn directly from the creators, draw inspiration from their work, and apply it to their work today. The show is hosted by Chirag Madhrani, a Director of Product Marketing based in Toronto, Canada, and a Top Product Marketing Voice on LinkedIn.

Episodes

  1. How Natalie Launched an AI Storyboard That Drives Trials

    06/16/2025

    How Natalie Launched an AI Storyboard That Drives Trials

    In this episode, I’m joined by Natalie Marcotullio, Head of Growth & Product Marketing at Navattic — and one of the most recognizable voices in the world of interactive demos.Natalie breaks down the launch of Navattic’s AI Storyboard Generator — a tool designed to solve one of the biggest pain points for demo builders: how to outline a product story that actually converts.We also dig into:- The messy transition from sales-led to PLG- How product marketing and growth can work better together- Real data from their “Buyer First” report (with a fun cameo from me)- And the underrated tool she’s using to sharpen messagingIf you’re launching a self-serve motion, working at a PLG startup, or just tired of guessing at demo copy, this one’s worth your time.---What We Cover:- Why Navattic moved from sales-led to product-led- How the AI Storyboard Generator was built and launched- The importance of buyer-first content and transparency- Lessons from their annual “Buyer First” report- Tools Natalie swears by (including GetWhys)- Her take on the future of product marketing in a PLG world---Chapters:00:00 Natalie’s Journey into Product Marketing03:07 Moving from Growth to Product Marketing05:24 How Growth & PMM Align on Customer Experience08:30 Lessons from Going PLG at Navattic10:55 The Launch of the AI Storyboard Generator14:54 CTA Strategy Inside Interactive Demos15:59 Using the Tool to Drive Free Trials18:11 Report Breakdown: “Buyer First” Trends in 202521:13 The Ongoing Debate on Pricing Pages22:21 Tool Talk: GetWhys for Better Messaging26:06 Why Founding Stories Still Matter28:38 Behind the Scenes: A/B Testing Launch at Navattic30:53 Final Thoughts on PMM’s Role in the Future---Links Mentioned:- Navattic’s AI Storyboard Generator: https://www.navattic.com/storyboard- Buyer First Report: https://www.navattic.com/buyer-first-report- GetWhys: https://www.getwhys.com---Follow Natalie: https://www.linkedin.com/in/nataliemarcotullio---#ProductMarketing #InteractiveDemos #PLG #GoToMarket #PMM #ProductLaunch #B2BSaaS #GrowthMarketing #Navattic #NatalieMarcotullio #Podcast

    33 min
  2. How Jason runs launches without a full PMM team

    06/16/2025

    How Jason runs launches without a full PMM team

    In this episode, I sit down with Jason Oakley — founder of Productive PMM and the PMM Files newsletter — to break down how he’s helping solo product marketers stay focused, launch better, and build real structure without the chaos.Jason shares the exact playbooks and templates he’s used (and now teaches) to help founding PMMs prioritize launches, manage stakeholder alignment, and move fast without burning out.We also talk about his own shift from in-house PMM to creator, coach, and agency founder — and what he's learned along the way.If you're a solo PMM or the first product marketer at your company, this one’s for you.What We Cover:- Why the founding PMM role isn’t going away- How to tier your launches (P1–P4) with product- Jason’s go-to launch templates and tools- Building Productive PMM, DemoDash, and the PMM Files- What the future looks like for solo product marketersMentioned in the Episode:- Productive PMM - https://productivepmm.com- PMM Files Newsletter - https://productivepmm.com/newsletter- DemoDash - https://demodash.coGet in touch with Jason: https://www.linkedin.com/in/oakleyjason/

    46 min
  3. How Robert perfected use-case based positioning for his clients

    01/03/2025

    How Robert perfected use-case based positioning for his clients

    In this episode, I welcomed Robert Kaminski, co-founder of Fletch PMM, to discuss the intricacies of product marketing, particularly in the B2B startup space. We explored the journey of establishing FletchPMM, the importance of narrowing down to a specific niche, and the challenges faced by B2B startups in positioning their products effectively. Robert shared insights from his work with over 350 companies, emphasizing the significance of understanding use cases and market segmentation. We also dove into a case study of BugHerd's positioning strategy and concluded with thoughts on the future of product marketing, particularly the integration of AI. Chapters 00:00 Introduction 02:52 The Journey to Fletch PMM 05:27 Narrowing Down to a Niche 08:43 Challenges in B2B Startup Positioning 11:42 The Importance of Use Cases 14:35 Case Study: Bug Herd's Positioning Strategy 26:30 Understanding Customer Perspectives 29:28 The Visionary Trap in Startups 32:30 Market Maturity and Positioning Strategies 33:28 The Importance of Use Cases 38:10 The Future of Product Marketing 41:00 The Role of Product Marketing in Startups 43:55 Final Thoughts and Tools for Success

    45 min
  4. How Cris used April Dunford's book to build her own sales deck

    10/25/2024

    How Cris used April Dunford's book to build her own sales deck

    Thank you to everyone for their incredible support for Episodes 1, 2, and 3 so far! In Episode 4, I invited my good friend Cris Thome (Global Head of Product Marketing at Uberall) to join me for a chat and to walk us through how she used April Dunford's framework from April's latest book (Sales Pitch) to build her own sales deck at Uberall. Cris & I deep-dived into her step-by-process and also covered other topics like: How Cris streamlined Uberall's user onboarding flow based on customer usage data How she defined what the Aha moment is for their customers using Uberall How Cris uses Storylane to build out interactive demos for use across multiple channels Connect with Cris: https://www.linkedin.com/in/cris-thome/ Follow me on LinkedIn: https://www.linkedin.com/in/chiragmadhrani/ Do you know of any product marketers who could benefit from this episode? Share it with them! Show your support by subscribing to this podcast and staying updated when I drop new episodes.

    1h 9m
  5. How Nitin used the Pareto Principle to optimize his marketing campaigns

    09/30/2024

    How Nitin used the Pareto Principle to optimize his marketing campaigns

    In Episode 3, I invited Nitin Kartik (also a Director of Product Marketing) to join me for a chat. We spoke about a range of topics, from the importance of continuous learning to his switch to product marketing from other functions within marketing and the reality vs. expectations in the role. In this episode, we also spoke about: - How he leveraged the Pareto Principle (80:20 rule) to optimize his marketing spends - "Zero-based budgeting" and how to leverage it when joining a new job - How he went from a skeptic to an evangelist of Monday.com. ...and a lot more! Connect with Nitin: https://www.linkedin.com/in/nitinkartik/ Follow me on LinkedIn: https://www.linkedin.com/in/chiragmadhrani/ Do you know of any product marketers who could benefit from this episode? Share this episode with them! Show your support by subscribing to my channel and staying updated when I drop new episode.

    38 min
  6. How Susanna led the creation of an AI-certification product

    09/02/2024

    How Susanna led the creation of an AI-certification product

    In Episode 2, I invited my friend Susanna Bogardus (Principal PMM at Workday) to join me for a chat. She brought a great example with her from her time working at 360Learning, where she led a massive company-wide project of building an AI-certification eCourse for their target audience - L&D (Learning & Development) Managers. During our chat, we also spoke about: Why AI without a strategy is like a solution without a problem Why adoption of AI at the IC (individual contributor) level is still limited How she uses the tool User Testing to to gather qualitative insights and conduct message testing and a lot more! Connect with Susanna: https://www.linkedin.com/in/snilssonj/ Follow me on LinkedIn: https://www.linkedin.com/in/chiragmadhrani/ Know of any product marketers who could benefit from this episode? Share this episode with them! Show your support by dropping a Like and 'Follow' this podcast to stay updated when I drop new episodes.

    31 min
  7. How Sonduren led Airbase's strategic pivot into upmarket

    08/18/2024

    How Sonduren led Airbase's strategic pivot into upmarket

    In this inaugural episode, I invited my friend Sonduren F. (Senior Director of Product Marketing at Airbase) and we had a great chat about a bunch of topics. What we covered: The key traits he looks for in a successful PMMs How he led Airbase's strategic pivot into upmarket from a product marketing POV As a people leader, the role he plays in enabling his team to get quick Ws How he and his team of PMMs use Asana, ChatGPT 4o, and Notion AI in their day-to-day and a lot more! Connect with Sonduren: Sonduren Fanarredha | LinkedIn Follow me on LinkedIn: Chirag Madhrani | LinkedIn Know of any product marketers who could benefit from this episode? Share this episode with them! Show your support by dropping a Like and 'Follow' this podcast to stay updated when I drop new episodes. Chapters 00:00 Introduction and Discussion of Notion Document 03:39 Introduction to Product Marketing Breakdowns 06:18 Background and Journey into Product Marketing 08:16 Evolution of Product Marketing 13:49 Traits of a Successful Product Marketing Manager 21:24 Breakdown: Messaging and Positioning in an Upmarket Context 27:59 Collaboration and Testing in the Process 35:02 Continuous Testing and Iteration for Refining Messaging and Positioning 38:18 Competing Against the Status Quo and Alternatives 44:38 Effective Communication with Customers: Targeted Messaging and Reduced Distractions 47:30 Tailoring the Customer Journey to User Personas and Frequency of Use 56:19 The Strategic Role of Product Marketing in Driving Business Growth

    58 min
  • 7 Episodes

About

Product Marketing Breakdowns gives a platform to top product marketers to bring examples of their work, share the insights they gained during the process, and explain why their approach was successful. The goal is to enable peer-to-peer learning, helping other product marketers learn directly from the creators, draw inspiration from their work, and apply it to their work today. The show is hosted by Chirag Madhrani, a Director of Product Marketing based in Toronto, Canada, and a Top Product Marketing Voice on LinkedIn.

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