Unlocking the Real Impact of Product Marketing in B2B SaaS With Jona Youdeem

About Guest

Jona Youdeem is a Senior Product Marketer at Xero, a global platform that helps small businesses manage their finances more efficiently. He focuses on helping entrepreneurs leverage AI to reduce inefficiencies and eliminate what he calls the “coordination tax.” With over a decade of experience in product marketing, Jona has specialized in positioning, messaging, and go-to-market strategy across SaaS and AI-driven products. Jona blends customer insight, data, and creativity to build products that solve real-world business challenges.

In this episode…

Product marketing often sits at the crossroads of strategy, storytelling, and sales. But it’s also one of the most misunderstood roles in B2B SaaS. Too often, it’s boxed in as “launch support” or a “content engine,” missing its deeper, strategic influence on growth. Does the real impact of product marketing come from how it connects insights, people, and processes across the entire business?

According to Jona Youdeem, a product marketing leader focused on B2B SaaS and AI-powered go-to-market strategies, product marketing is a full-system discipline, not a single function. He believes its strength lies in connecting intelligence, positioning, launch execution, and enablement into one continuous loop that evolves with the product and market. Drawing from over a decade in SaaS and AI-driven products, Jona explains how real success comes from synthesizing signals to uncover insights others miss. He cautions against quick-fix consulting approaches that treat positioning as a one-time deliverable rather than a living process.

In this episode of the Revenue Engine Podcast, host Alex Gluz is joined by Jona Youdeem, Senior Product Marketer at Xero, to discuss the real impact of product marketing in B2B SaaS. They explore why the discipline is so often misunderstood, how demand generation acts as a reality check for messaging, and why consultants often miss the bigger picture of positioning. Jona also shares his perspective on the future of marketing, explaining why human skills will matter even more in the age of AI.

A glimpse of what you will learn

• [01:09] Jona Youdeem shares how a humanities background fuels creative product marketing approaches  
• [02:22] The four essential pillars every product marketer must master  
• [04:25] Why product marketing is misunderstood far more than other functions  
• [10:59] How staying within boundaries can hold product marketers back  
• [16:57] When quick-fix consultants overlook the bigger positioning picture
• [22:23] Extracting actionable positioning from customer conversations  
• [31:45] Why customer conversations are just one signal among many
• [35:23] The growing importance of human skills in an AI-driven 2025

Resources Mentioned in this episode

• Alex Gluz on LinkedIn
• T.A. Monroe Digital Agency
• Jona Youdeem on LinkedIn
• Xero
• FRAMEWORK
• Eightfold AI
• ChatGPT
• Jasper
• Copy.ai
• Cursor
• Lovable

Quotable Moments

• “Product marketing is a process. It is an interconnected set of capabilities, steps, skills, and discipline.”
• “Our opinions don’t matter. Mine doesn’t, as Jona. Mine doesn’t matter. It’s the market that matters.”
• “You’re never going to know until it’s out. You’re never going to know about that headline.”
• “Talking to customers wasn’t direct. Talking to customers was a bit roundabout.”
• “The biggest pain point for B2B SaaS specifically is going to be this people and AI relationship.”

Action Steps

1. Treat product marketing as an interconnected system: Viewing research, positioning, launch, and enablement as one process ensures consistent messaging and stronger market impact.
2. Synthesize multiple signals before making decisions: Combining insights from customers, sales, and data helps uncover patterns and opportunities that single inputs might miss.
3. Collaborate beyond departmental boundaries: Partnering closely with demand generation, product, and sales teams prevents silos and creates a unified go-to-market strategy.
4. Continuously test and refine messaging: Regular experimentation with campaigns, headlines, and positioning keeps your brand relevant and aligned with evolving buyer needs.
5. Prioritize human insight alongside AI tools: Leveraging technology while nurturing empathy, creativity, and judgment leads to smarter strategies and more authentic customer connections.

Sponsor for this episode

This episode is brought to you by T.A.Monroe Digital.At T.A.Monroe, we build world class revenue engines for B2B SaaS companies. What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

1. We build highly effective marketing systems and scale their profitably through our demand generation strategies.
2. We think scientifically on how to scale your demand and revenue.
3. We bring decades of experience.

Email us at alex@tamonroe.com or visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.