Ever wondered if you might already be a product marketer without knowing it? This episode breaks down one of B2B's most misunderstood roles with someone who literally wrote the book on it. Kayla Medica, Australia's leading product marketing advocate and author of The Mehdeeka Method, sits down with host Vinnie Romano to demystify what product marketers actually do and why they're crucial for proving product-market fit.

If you're a marketer feeling stuck between sales enablement and strategic growth, or a founder struggling to translate your brilliant product into clear value propositions that resonate, this conversation will change how you think about marketing's role in driving revenue. Kayla reveals why product marketing might be the missing piece in your marketing strategy—and why understanding it could be the key to unlocking sustainable business growth.

Guest Introduction

Kayla Medica is the author of The Mehdeeka Method, a book all about establishing product marketing in an organisation including all the tricky bits like wrangling big personalities, as well as a fractional product marketer working with B2B SaaS businesses and startups. Having worked in B2B SaaS for over a decade, she's established product marketing functions at companies like Willow, serves as Head of Programming for Generate Summit, and writes the weekly Mehdeeka newsletter.

Key Topics

Defining product marketing beyond the buzzwords - Why product marketing isn't just another marketing role and how it bridges the gap between what you build and what customers actually need
The product marketer as the "buddy system" to your product - How product marketers change roles throughout a product's lifecycle from concept to sunset, acting as whatever the product needs at each stage
Why sales enablement isn't "just" sales enablement - How internal education and getting everyone on the same page about what your product actually does forms the foundation for all other marketing efforts
The granular work behind product-market fit - Real examples of how product marketers identify new use cases, expand into new markets, and help businesses understand not just who their customers are, but how they actually use the product
Career transition advice for aspiring product marketers - How to identify if you're already doing product marketing work and what skills transfer from traditional marketing roles
The collaboration imperative - Why product marketing success depends on working across teams (sales, product, customer success) and being the person who brings solutions, not just problems
Product marketing as a business growth lever - How understanding and maintaining product-market fit becomes crucial for sustainable business growth and why business leaders should care about this function
The Australian product marketing landscape - Why the role is newer in Australia compared to the US and how the local market is evolving

Resources & Links

Books Mentioned:

The Mehdeeka Method by Kayla Medica - A step-by-step guide to establishing product marketing within organisations
Listen Like You Mean It by Ximena Vengoechea - About conducting interviews and listening skills for product marketers
Talk to Me by Dean Nelson - A journalist's guide to asking better questions

Communities & Resources:

Generate Summit - Australia and New Zealand's leading B2B marketing community
Mehdeeka Newsletter - Kayla's seasonal newsletter on B2B SaaS marketing

People Mentioned:

Axel Sukianto - Co-founder of Generate
Lara Vandersluis - Generate community organiser
Kaylee Liu Generate community organiser

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Vinnie Romano

Guest: Kayla Medica

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

This Is What Product Marketing Actually Is with Kayla Medica

APAC's B2B Growth Podcast

This Is What Product Marketing Actually Is with Kayla Medica