If you are a start-up, with a single product, and you sell to other businesses, then product marketing is basically the foundation of your whole go-to-market.
The way you talk about the product, the way you differentiate from other alternatives, the unique point of view that makes you worth considering, the material you need to go out there and influence people, the knowledge of you target customer and of their pains.
Perhaps you can’t afford a product marketer. But make sure that whoever is doing marketing will focus on those things for at least 80% of their time. It will pay off.