State of Product Marketing report 2023 The in昀氀uence “Give a domain-based explanation for “Ensure everyone understands why it’s so of product what product marketing does, explaining valuable to include product marketing how we own messaging, pricing, and from day one. The wider organization marketing positioning, but not demand generation needs to include us in customer calls activities like social media marketing and and product and market validation, etc. PPC.” This’ll help us to contribute to the feature and functions that’ll drive revenue, adoption, and competitive advantages.” “Product marketing is at the center of the spoke wheel. It should be involved from the start of a project, the ideation stage of a sales outreach, and planning of a “Every product marketer needs to do marketing change in order to strategize an educational roadshow about the and connect all the dots.” function when they’re hired, especially if you’re the 昀椀rst in the function. Without this, you’ll constantly be correcting “Product marketing is a commercial perspectives as you go, instead of setting function that relates to customers. Use a foundation of understanding. Then, you need to show results to revenue/growth it to bring powerful insights and avoid product marketing from becoming the in the 昀椀rst 30-90 days. dumping ground for all sorts of hybrid activity.” “Constantly track and prove your impact as a product marketer and make sure that’s communicated all the way up to “Clearly de昀椀ning what OKRs you’ll be the C-suite.” measured against and ensure they’re focused on larger organizational goals - not just creating one sheet.” 106