In today’s fragmented markets, treating all your products the same is a recipe for confusion. Each one deserves a focused strategy. That’s the insight Justin Brant at Ministry Brands brought to the table during our latest episode of Product Marketing Genius.

At the Product Marketing Alliance Summit in New York, I sat down with Justin to explore what it really means to be a product marketer today — especially in organizations with large portfolios and lean teams.

Justin’s take? Product marketers are like mini-CMOs inside the business. They don’t just support product. They lead go-to-market strategy, positioning, messaging, and cross-functional collaboration for their slice of the portfolio.

Highlights from Our 10-Minute Conversation

1. Product marketing is like dating.
“You have to understand your audience if you want to get the product… or the date,” Justin said with a smile. CEOs often overlook this — thinking marketing is all about shouting benefits. But as Justin reminded us, the real value is in anticipating the buyer’s objections and answering them before they ask.

2. Every product needs its own strategy.
Justin emphasized that even in a large company, each product deserves tailored messaging and strategy. That’s how you avoid generic go-to-market motions that fall flat — and instead drive relevance, adoption, and retention.

3. Don’t underestimate YouTube.
For aspiring PMMs or lean startup teams, Justin’s go-to resource is free and everywhere: YouTube. He sees it as a powerful tool to revisit fundamentals, unlock fresh thinking, and sharpen skills — even mid-sprint.

A Note to Founders and CEOs

If you’ve ever felt like your product marketing is blurry, it might be because no one truly owns each product’s unique story. Justin’s lens is a reminder: strategic product marketers don’t wait for direction — they build the roadmap, lead the charge, and make your job easier.

Product Marketing Genius is brought to you by Caribou Strategic, helping tech scaleups stand out and succeed. We work with founders and leadership teams to fix fuzzy positioning, broken GTM, and unclear messaging.

📘 Get a free eBook of my Amazon bestseller Product Marketing Wisdom HERE.