What is your superpower product marketing skill in that is a differentiator?

My "hot take: here: experience matters, but how you use it matters more.

Let me explain.

While someone new to the field might be able to learn the fundamentals of competitor analysis or messaging frameworks, a seasoned product marketer leverages that experience to develop a deeper understanding of:

• Market Nuances: They've seen different market trends come and go, allowing them to anticipate shifts and adapt strategies accordingly.

• Customer Psychology: They've honed their ability to truly understand customer pain points, motivations, and buying behaviors. This translates into more targeted messaging and positioning.

• Industry Landscape: They have a broader perspective on the competitive landscape, allowing them to identify untapped opportunities for product differentiation.
  

Beyond experience, there's often special skill that sets you apart. It could be anything from:

• Storytelling: You can craft compelling narratives that not only explain your product but also resonate with customers on an emotional level.

• Data "Whisperer": You have an uncanny ability to translate complex data sets into actionable insights that drive strategic decision-making.

• Customer Empathy Master: You possess an almost preternatural ability to understand customer needs and translate them into product roadmaps and marketing campaigns. This often shows in product launches and GTM strategies.

• Tech-Savvy Guru: You're a master of marketing automation platforms, analytics tools, and other technologies, allowing you to streamline processes and optimize campaigns.

• Content Marketing Maestro: You can develop and execute content strategies that not only attract leads but also position your product as a thought leader in the industry. Key here: thought leader!

  My advice? Identify and leverage your strengths. Don't be discouraged if you feel someone new to the field can grasp the basic product marketing concepts. Focus on honing your experience and identifying your unique "superpower" skill. Some ways to do that:

  • Reflect on past projects and identify where you excelled. What specific skills did you leverage?

  • Seek feedback from colleagues or mentors. What strengths do they see in your approach to product marketing?

  • Look for opportunities to showcase your strengths. Volunteer for projects that allow you to leverage your storytelling skills or data analysis expertise.

  • KEEP EXAMPLES. Whether its a piece of content (i.e. blog post) that you wrote, a video you recorded, a product you launched, keep a record of your "Product Marketing Portfolio" - learn from your content/design counterparts on this one!

  For me personally, I believe my super power is two-fold:
  1) I am an energizer bunny. I genuinely get excited about the products we are building, and try to get others as hyped up as I am.

  2) I LOVEEE a good theme, and a good story. Pairing those together make for a strong and memorable GTM strategy.

  If you want help building up your "superpower story," let me know, I'd be happy to help!

The skill that matters most - no matter what level of experience or whether you are in b2b vs b2c is - storytelling! To be a great PMM you have to be good at telling stories.

I think my superpower skills is my engineering and technology background. I am able to dive deep and understand any technology quickly and easily, faster than my counterparts. The other is my experience working for a diverse set of companies across different departments - this allows me to understand various customer personas in Fortune 500 enterprises as well as startups, from business decision makers to hands-on developers.

Positioning and product launches. The differentiation is at the margins. Anyone can create a fact sheet....not everyone can create a keynote. Anyone can launch a feature....not everyone can get press attention on a launch. I often talk about the difference between a good PMM and great PMM as the last 10%. Good PMM's get to 90% done, great PMMs care about getting it to 95%, 96%, 97%. It can feel ambiguous but good PMM leaders notice the difference here.

My two superpowers are storytelling and my experience in sales. These skills have been invaluable in my career, and I encourage everyone to identify their own strengths and lean into them. Every PMM brings a unique background to the role, and it’s those differences that can set you apart.

The Power of Storytelling

Storytelling is a skill that can be learned, and in my (admittedly biased) opinion, it’s often the difference between a good PMM and a great one.

• Can you clearly articulate the problem someone faces, your solution to it, and the benefits of making a change?

• Can you do it in a way that’s easy to understand, memorable, and emotionally resonant?

If so, you’re ahead of the game. The good news is that anyone can learn to tell a great story—it just takes practice and a commitment to improving over time.

The Role of Experience in Product Marketing

While I believe someone with the right skills and growth mindset can quickly advance in PMM, I also think experience is hugely important, especially as you progress in your career.

• PMMs Are Made, Not Born: Product Marketing is a craft that requires ongoing refinement to jump from good to great.

• The Value of Pattern Recognition: A big part of the job is quickly assessing problems, identifying potential solutions, and determining the best course of action. This process becomes faster and more effective with experience—having “been there before” is incredibly valuable.

Critical thinking and asking great questions can help if you’re encountering a problem for the first time, but experience becomes increasingly important as you move into leadership roles. It provides the context and intuition needed to navigate complex challenges.

My Advice

• Don’t let a lack of experience stop you from pursuing opportunities or tackling challenges if you believe you’re capable.

• At the same time, don’t discount the value of experience—it’s what helps you hone your craft and grow as a PMM.

Seek out new experiences and stretch yourself regularly. Every challenge you face is an opportunity to learn, improve, and ultimately become a better product marketer.