[lukestevens]

I don't know, it sounds like you've got a pretty myopic view of marketing if you think FB/PPC ads ('tactics that work') are what should drive strategy. Combine that with experience with PMMs who are too far removed from the customer (!) and I can see why you think product marketing is pointless.

From the other side of the B2B marketing fence, I see demand gen burning loads of cash on "high converting", highly "tested" ads that look great in reports, except that those leads never turn into customers, because the PPC marketers never track their revenue that far, and those lowest common denominator leads aren't a great fit for many B2B products anyway.

I suspect that if your argument is "Well, they should build the product that those leads want" I can see why (a) that view would indeed be unpopular, and (b) why you would be in conflict with product marketers who want leads that match the positioning, not positioning that matches the leads.

When all you've got is a hammer...