What if any changes do you see product marketing facing over the next 2 years. A lot of industries and disciplines have seen disruption with the pandemic, what disruptions do you see facing product marketing?

I think the pandemic has been a reset moment for us all, in more ways than one. For Product Marketing, it's put a renewed onus on equipping your teams with messaging that resonates and also make the case that your product is not a nice to have, but a need to have. 

We've gone through similar cycles before and you can pattern match. During the '08 recession Salesforce first took a hit like almost every other software company, but becuase the cloud had the unique distinction of helping business better affect their IT spend (Cap Ex to Op Ex) salesforce did better than all of its rivals.

Disruption is inevitable. But suffering is optional. You just have to determine what the best way is to convey that your product is made for this moment. 

A few things come to mind

Deeper integration of AI into marketing processes - This is already happening today and will only accelerate for example here are my workflows as a PMM using AI. I use

• Perplexity to inform Market research & Sizing, Market-product fit,  Competitive intel & explore technical concepts

• Claude to help me test/iterate on Messaging, demo scripts, enablement outlines, launch activation concepts
  

Another big area for PMMs is the growth of community-driven marketing, where customers become advocates through dedicated platforms and experiences rather than traditional testimonials. This will only continue as more companies seek to grow through loyalty and community led marketing as the expense of a sales led approach