Webcast
FREE 7 min
FULL 32 min

Bridging product and marketing
in B2B SaaS

In this webcast, Else van de Berg explores how product and marketing teams can work together to launch B2B SaaS products that connect with buyers. She discusses role convergence, customer discovery, positioning clarity, AI fluency, and shared metrics. Gain insights into how teams can align on outcomes, strengthen their Go-To-Market strategy, and use discovery-led thinking to improve product adoption
Else van der Berg
Product Manager, SwitchUp

What you will learn

How role convergence is reshaping product and marketing collaboration in B2B SaaS – and what the biggest gaps between these teams look like when bringing new products to market
How to bring marketing earlier into product discovery, translate customer insights into clearer narratives, and use discovery-led thinking to strengthen positioning and improve adoption
How to align product and marketing teams around shared metrics that connect product outcomes to business goals – and build a collaborative culture through leadership and experimentation
What AI fluency means for product launch and GTM teams – including common pitfalls when marketing AI-enabled products and the skills marketers need to stay effective in an AI-driven environment

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper






INFUSE CLIENTS & PARTNERS

Full 32-min webcast

The complete session including product and marketing role convergence, cross-functional discovery frameworks, positioning clarity for complex products, leadership and culture for GTM collaboration, AI fluency and responsible LLM use, marketing AI-enabled products credibly, connected metrics, post-launch feedback loops, and practical guidance on the skills and mindsets that will define effective product-marketing partnership
Else van der Berg
Product Manager, SwitchUp

Expert

Else van der Berg is a freelance product lead, working in GTM strategy & product, AI transformation, and organization design. She has 15+ years in product and strategy roles across startups and scale-ups in Berlin & Remote, spanning predominantly B2B SaaS, and AI-native companies.
To her, great products come from relentless curiosity, sharp audience focus, and rapid validation. She brings continuous discovery, curiosity, and the ability to work across quantitative and qualitative insights, always tied to business outcomes, not just shipping features

Who is this for?

B2B marketers, product marketers, and GTM leaders in SaaS environments who want to close the gap between product and marketing – building the shared context, discovery habits, and collaborative systems that lead to stronger launches, clearer positioning, and better product adoption

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