Product marketing measured on win rate
X Product Marketing (XPM) positions, packages, and launches your B2B tech products, then keeps the story sharp quarter after quarter. Senior product marketing leadership works with your product and sales teams and is measured on win rate and deal size.
Trusted by B2B tech companies
Built for tech companies whose products outgrew their story
XPM fits when the product is real and the market does not yet understand it. If the whole brand needs a reset, we tell you before we start.
A strong fit if you
Not the right start if you
Why tech companies choose X Product Marketing
Built for complex B2B sales cycles
We translate complex products into value that every member of a buying committee can repeat, across long cycles and high-consideration decisions.
Senior product marketing without the headcount
Building a product marketing function in house takes time and hiring risk. XPM brings that capability from the first week and answers for it every quarter.
A quarterly discipline
Positioning, differentiation, and enablement are reviewed on a fixed quarterly cadence, so the story moves with the market and your competitors.
Strategy designs it. Execution runs it.
Strategy can be bought on its own. Execution always starts from an approved strategy and runs on a quarterly product marketing plan.
XPM Strategy
One-off fee- Product strategy and portfolio priorities
- ICP and buyer personas for each product
- Positioning and messaging framework
- Value proposition and differentiation
- Pricing and packaging guidance
- Go-to-market and launch plan
- Competitive landscape
XPM Execution
Monthly subscription- Quarterly product marketing plan
- Sales enablement: decks, battle cards, objection handling
- Campaign content and messaging
- Product website pages and landing pages
- Email and customer communication flows
- Product launches, events, and webinars
- Alignment with demand generation and sales
From diagnostic to a quarterly rhythm
Kickoff and diagnostic
We review your products, win and loss history, sales material, and competitors, and talk to the people who sell.
Strategy approved
Positioning, messaging, pricing guidance, and the go-to-market plan are presented and signed off.
Sales ready
Enablement goes to sales first: decks, battle cards, and objection handling built on the approved story.
Quarterly rhythm
We plan the quarter, ship the work, and review win rate, deal size, and the competitive picture.
A product story that sells
Product marketing is measured on commercial impact. Every change to the narrative is judged by pipeline quality and win rate.
Your product marketing lead, from week one
XPM operates as your external head of product marketing, with strategic discipline, ownership of the narrative, and executive-level review.
Product launches run as part of XPM
Every launch follows the same sequence, so sales is ready before the market hears about it.
Proven in complex enterprise products
Product marketing introduced at Entersoft Group, across a portfolio of more than 40 SaaS products.
Higher win rate in enterprise deals
Shorter sales cycle
Larger average deal size
Product marketing that answers for revenue
Agencies are paid for content delivered. XPM owns the product story and is measured on win rate.
Where XPM fits with our other solutions
X Demand GenerationXDG takes your product messaging to market through ABM, paid media, and outbound.Explore X Demand Generation 
X Marketing ManagementXMM runs the company-level marketing around your products.Explore X Marketing Management 
X Marketing MakeoverWhen the whole brand needs a reset, XMO rebuilds it and XPM takes over the products.Explore X Marketing Makeover Do you handle product launches?
Yes. Launches are part of XPM. Strategy defines the launch plan, and execution runs it: sales readiness first, then the market launch, then a review that feeds back into messaging.
How is XPM different from X Demand Generation?
XPM decides what you say about each product and equips sales to say it. X Demand Generation takes that message to market through ABM, paid media, and outbound. Many clients run both.
Can we buy the strategy on its own?
Yes. XPM Strategy is a standalone engagement. You receive the Product Positioning and Go-to-Market Playbook, and your own team can run it.
How is XPM measured?
On win rate and deal size. Every quarter we review both with your leadership team, together with positioning and the competitive picture.
