Savita Kini
Director of Product Management, Speech and Video AI at Cisco

In addition to above, since all content is so closely tied to how/where it shows up and who needs to see it, versus 10 yrs ago when product marketing would created a set of standard content and post on the website. I would recommend sitting down with Demand Gen team, PR/AR to figure out what is needed for a successful campaign and nurture stream. Then consider one or 2 core pieces of content - whitepaper, webinar or customer video -- which then can be further marketed across the campaign with derivative pieces. Kind of like the core piece becomes the "neuron" and each of the streams that emerge from it in social media banners, webinar based on the topic, a partner video on the topic - all reinforce the thought leadership/essence of the story. It helps to reinforce the message continuously and makes integrated marketing really come to life. 

Raman Kalyan
Director Product Marketing at Microsoft
We have different types of product marketing teams: 1. Core product marketing - responsibile for working closely with engineering on influencing the product roadmap and developing the value proposition with associated assets to drive awarness, consideration and adoption of our solut...more
Roopal Shah
Head (VP) of Global Enablement at Benchling
For us the Corp Marketing team is accountable for brand, demand generation, creative, and communication (PR/AR/etc.) along with execution of programs (e.g. project management on campaigns or tradeshow/event work). The content however comes from Product Marketing to deliver in these programs and e...more
Dave Daniels
Founder at BrainKraft

Product marketing are the experts on buyers and how they buy. Product marketing defines the go-to-market strategy. Marketing (Marcom) develops a plan to support the GTM strategy.

Dave Daniels
Founder at BrainKraft

The short answer is product marketing defines the go-to-market strategy to achieve a return on investment. The Marcom team executes the tactics in support of the GTM strategy. 

Thomas Dong
VP of Marketing at NetSpring
At Heap we are fortunate to have a CMO in Lynn Girotto who has a firm grasp and strong working knowledge of all aspects of marketing. Often times you run into CMOs who only know brand, or only DG (or for that matter, only PMM), and the results can be disastrous. She has structured our marketing t...more