Information Architecture (IA) is how understanding travels. In B2B SaaS, that travel moves across every touchpoint.

Most teams think of IA as menus, pages, and navigation. But if you’re a Product Marketing Manager, you know better.

You’re not just shaping what the messaging is. You’re shaping how it unfolds.

How ideas are introduced. What gets foregrounded. What gets buried, and … How everything connects.

That’s Information Architecture. Even if no one in the room calls it that.

You’re doing IA when you …

• design the logic of a sales deck
• sequence product ideas across a launch
• guide how onboarding reveals product value
• influence demo & product tour flows
• shape internal docs to align teams

These are the moments when you’re always asking …

• what comes first?
• what needs to be understood before this?
• what’s the info reveal priority?
• where do people might get lost?

And that’s IA. That’s designing how understanding travels. And when IA fails … Even strong messaging falls apart.

• website visitors click around but never find what matters
• leads bounce because the core idea is buried 3 layers deep
• prospects nod through the deck but don’t get it
• trial users activate features out of order and lose the plot
• paid users misinterpret product value based on fragmented docs

Because when IA breaks, clarity breaks. And when clarity breaks, understanding stops moving.

PMMs are in a unique position to fix that. You’re the only one who sees how the product, market, and message intersect. But to fully step into that role …

It’s necessary to reframe what IA is. Not a website-only concern. But as the backbone of every message you ship. Every sales deck. Every demo or product tour. Every onboarding sequence. Every user doc.

And this shift often starts with asking questions, such as …

• What knowledge are we assuming people already have?
• What’s the first thing someone needs to understand here?
• What sequence makes this idea feel inevitable, not confusing?
• Are we layering the information, or dumping it all at once?
• Where does the logic skip a step or jump ahead?
• What concepts need to be introduced?

Because IA isn’t about menus. It’s about mental models. And PMMs are in the perfect position to reshape them. So when something feels off … Don’t rewrite. Zoom out.

Look at how understanding is supposed to move. That’s where the real problem often is. And that’s where the fix starts.