Introduction

A clear guide to modern B2B marketing. These frameworks help you pick targets, craft story, and build engines that drive growth.

What's the problem it solves?

Teams jump into random tactics, copy competitors, and chase one-off ideas. This guide shows how to choose the right audience, tell a clear story, and run the right channels so work leads to revenue.

Quick Summary

Part 2 of the Field Guide covers three big areas: product marketing, content fuel, and growth engines. It starts with the core truth: great product marketing is really audience marketing. You map your market, pick your best-fit customers, study the whole ecosystem, and write sharp positioning that says who it’s for, what it is, and why it’s better.

Next, you build fuel. Define the story your brand will tell, decide the beliefs you want the market to repeat, and treat content like a product. Plan a focused roadmap and squeeze more value from each piece with smart repurposing and distribution.

Last, you set up the engine. Pick channels that fit your motion, organize around accounts not just leads, map lifecycle stages for both people and companies, and tie it all to a bottom-up forecast and budget so you know what it will take to hit targets.

Key Takeaways

• Product marketing starts with audience, not features
• TAM and ICPs guide focus today, testing guides tomorrow
• Map the full ecosystem: competitors, partners, and influencers
• Positioning is simple: who, what, why better
• Your story is bigger than product; don’t talk about the juice all the time
• Perceptions define the few beliefs you want the market to repeat
• Content is a product: solve real problems and plan a roadmap
• Quality beats volume; repurpose and distribute with intent
• Use 6 Growth Engines, paired to your GTM and advantages
• Run Account-Driven GTM with clear person and company stages
• Forecast bottom-up and set budget using efficiency metrics

What to do

• Write your ICPs at both company and persona levels, then tier accounts in your CRM
• Build an Ecosystem Map that lists competitors, complements, partners, and frenemies
• Draft a one-line positioning: who it’s for, what it is, why it’s better vs a clear comparator
• Define 3-5 Perceptions you want buyers to repeat and use them to judge content ideas
• Create a quarterly content roadmap tied to ICPs, funnel stages, and channels
• Plan repurposing and distribution before writing; no dead-end content
• Choose 2-3 Growth Engines to test first, then pair the ones that reinforce each other
• Map person and company lifecycle stages and automate handoffs and alerts
• Build a bottom-up forecast from historical conversion rates; adjust plan or budget to close gaps
• Set budget using payback and LTV:CAC, with clear splits for headcount, ads, programs, and tools

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