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We're Not MarketersAuthor: Gabriel Bujold, Eric Holland, Zach Roberts
B2B product marketers in SaaS businesses are feeling misunderstood. Struggling to position what they do internally. Colleagues not having one clear idea what they do either. What if there was a better way? This is We're Not Marketers. The new podcast for SaaSy B2B product marketers who want CEO buy-in on what they do. Get the weekly masterclass without the inflated tuition and entry-level requirements, just to get your foot in the door. Stop being overlooked and start listening. Hosted on Ausha. See ausha.co/privacy-policy for more information. Language: en Genres: Business, Education, Marketing, Self-Improvement Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Why Is Every Product Marketer Suddenly Being Asked to Make Video? w/ Natalie Taylor
Episode 15
Thursday, 10 September, 2026
Video landed on every marketer's plate this year. Nobody added headcount for it, and nobody explained how to actually get one made. Natalie Taylor runs marketing at Capsule, where enterprise teams like HubSpot, ServiceNow and Instacart build on-brand video without going through a creative team, and she has spent two years watching product marketers get stuck in the same queue.Her fix runs against the standard playbook. Stop treating the launch video as the last asset. Make it first, because it is the most complex format you own, and once it is right the copy, the visuals and the email GIFs all fall out of it.She also walks through what an agentic video skill actually does, step by step, and says the quiet part out loud about her own category: most AI product demos are not showing you real output. Then the whole thing detours into a pizza tier list that somehow lands the sharpest AI argument in the episode.SHOW NOTES00:00 Cold open and host introductions00:41 Natalie joins, and admits she has never held the title of product marketer01:56 The question the show exists for: are product marketers actually marketers?02:18 Why marketing labels never made sense to her03:20 "You're a marketer if you're doing marketing"03:24 The one exception: why demand gen sits in its own bucket05:19 The Tuesday afternoon Slack message that says "let's do some product videos"05:54 Everyone is being asked to make video, job description or not07:36 The old workflow: ask the creative team, join the queue, wait08:25 Fully agentic video, without opening an editing tool09:23 Eric asks whether video is back in fashion or just newly possible10:17 What Twitter's feed of launch videos says about the format11:14 Capsule starts with the launch video instead of ending with it12:58 Anthropic as the model for tier-two launches14:01 Capacity versus tooling when you are one person15:19 Video skills, walked through with a Zendesk example16:36 Why most AI video tools are one shot, and why this one hands you a project18:39 What a PMM should actually go learn about video19:52 You should not need to be an expert to make something good20:43 Gab on developing taste21:03 The agentic promise versus the learning curve nobody mentions23:31 Zach on feeling like an idiot yelling into a chatbot24:07 Smoke and mirrors, and how Natalie is launching against the hype25:05 The pizza tier list begins27:34 "An AI agent won't be able to do that for you"30:03 Zach imagines Natalie as a MasterChef judge31:03 Pizza is a canvas, and so is AI33:17 The pizza industry secret, and the oven she and her husband built35:07 Chicago, New York, or New Haven35:53 Where to find NatalieSOURCESCapsule, the video platform Natalie runs marketing for: https://capsule.videoModern Pizza Products, the oven she co-founded: https://www.modernpizzaproducts.comEmily Kramer's fuel and engine framework: https://newsletter.mkt1.co/p/fuel-engineNatalie on LinkedIn: https://www.linkedin.com/in/nataliecstaylor/Hosted on Ausha. See ausha.co/privacy-policy for more information.
