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How To Build a Winning Product Marketing Team From Scratch


Sherri Schwartz
Chief Marketing Officer at First Orion

In product marketing, it is all about the WHY. The WHY is the heart of what we’re trying to solve for everyday consumers.

Episode Summary

Sherri Schwartz — Chief Marketing Officer at First Orion — joins Connor to discuss the “why” of product marketing, how to build a product marketing team, and how a background in sales can help B2B marketers. Learn why product marketing must come before sales, the benefit of sales experience, how B2B differs from B2C — and how it doesn’t.

Key Takeaways

  • Product marketing should come before sales. Product marketers understand the target market and the industry. They provide product teams with the data and knowledge they need for building out the product — and give sales teams a story to tell.
  • B2B delivers a product to a business, and the business delivers it to the consumer. The core of B2B product marketing is the end user’s “why.” Sales experience makes it easier to keep end users in mind.
  • When marketing for a new company, product marketers should prioritize three goals: sales growth, brand awareness and perception, and a comprehensive content marketing strategy.

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Watch the full interview below:

About Sherri:

Sherri Schwartz is the Chief Marketing Officer at First Orion. She previously served as the company’s VP of Communications & Product Marketing. With over 15 years of experience in sales, corporate communications, product marketing, and leadership, Sherri is responsible for creating and accelerating the company’s marketing strategy and brand recognition around the globe.

Follow Sherri on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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