Which are the particularities of a Product Marketing role in a SaaS company?

Product Marketing at a SaaS company requires two distinct motions: 

1. Acquiring new logos
2. Expanding your install base through upsell and cross sell products. 

In general, most SaaS companies lead with a core product to attract new logos. Acquiring new logos in the B2B space is a heavy lift, usually with very long deal cycle times. Product marketers must depply understand not only the persona, but must intimately understand the buying team and how decisions are made. Content should be aligned to help these buying teams come to consensus at each stage of your sales proces. 

They then launch additional features or products designed to expand that install base. We make the bulk of our revenue by upselling their install base. For Product Marketers, this requires marketing programs that help customers understand the value of the products they currently own and ensuring they are well adopted. 

I think this question is addressed repeatedly on Sharebird, and elsewhere. All I will note here is that B2B and B2C product marketing are very different, in my experience. B2B jobs are heavily focused on sales and sales enablement, while B2C jobs often focus on optimization and feature-function analysis. B2C product marketing responsibilities are more comparable to B2B product management than B2B product marketing.