How do you see the PMM market changing given some of the changes in the market?

In general, it seems that the pendulum is swinging back to more generalist job descriptions. I'm seeing a lot more skills and experience related to traditional demand-generation and content marketing roles showing up in PMM job descriptions.

Examples include wording like "manage end-to-end campaigns", "increase organic traffic", and "create content including blogs, product demos, and white papers".

While most of these bullets are framed in the context of the product, this type of work is usually handled by other teams, particularly in larger organizations.

I'm also seeing more requests for PMMs with experience in product-led growth (PLG) and enterprise GTM motions.

The marketing landscape is evolving significantly and it's a great opportunity to shift our approach to product marketing tactics. Here are some the biggest trends I think of when I plan campaigns:

1. Digital-First Everything

   • Virtual product launches becoming standard

   • Digital tools and platforms taking center stage

   • Remote/hybrid customer engagement models

2. Data & Personalization

   • More sophisticated use of customer data

   • AI-driven personalization at scale

   • Focus on measurable outcomes

3. Content Evolution

   • Short-form video dominance

   • Interactive content experiences

   • User-generated content importance

4. Customer Experience Focus

   • Enhanced customer journey mapping

   • Community building emphasis

   • Self-service options growing

The biggest trends we're seeing in the market are related to consumers having:

• more choices

• less budget

• more pressure to perform

Causing:

• longer sales cycles

• "no decisions"

• sticking with "status quo"

This means as a PMM, we need to focus more than ever on our competitive positioning muscles. Sharpening competitive positioning and differentiated value propositions are critical skills for PMMs to finesse to ride the undulating waves of market changes. Help buyers understand why your brand is uniquely positioned to solve their pain, and give compelling enough messaging to incite them to act versus languish in no decision.