Where do you see the future of Growth & Product Marketing heading? What skills will a future Growth & Product Marketer need, that he/she doesn't have today?

It's an interesting time to be in product marketing because I think there will be significant shifts in the next few years in how we think about go-to-market. There's a fair amount being written today about how go-to-marketing motions have evolved from inside sales to inbound marketing to product-led growth and are heading towards more community-led growth. Each phase is additive to the one before it (i.e. companies are not going to stop doing one and move to the next but find more success in co ...Read More

As we have more data available to us about the customer journey, we have a lot more opportunity to partner with growth marketing and growth product management to drive tangible ROI as PMMs. One of a great PMM's superpowers is deep understanding of the customer: their pain points, goals, patterns of behavior, etc. Now imagine amping that up with data-backed insights throughout their journey with your product or portfolio/platform: your strategy for how to drive new business/upsells/retention can ...Read More

More towards being data driven and on the strategic side. I love Product Marketing because it is a very "scientific" craft, you don't really have to guess at anything. You get out there, understand your target market, talk to buyers/users/champions/decision makers, understand their pains, and then map those pains to your products solutions - and get that message into the market. Where you get to "experiment" is which of the 15 needs you uncovered is the primary one, but you can leverage your dem ...Read More

The rise of AI is leading to evolving buyer behavior and new channels. There is a shift in the expectations of PMM vs Growth marketers. PMMs are expected to be fluent in experimentation and funnel optimization especially as PLG motions proliferate. As AI workflows become widespread, there will be a further blurring of lines between the functions from “doing” the work to designing prompts. Messaging will become a product - all marketers need to be adept at storytelling. Full funnel ownership will ...Read More