State of Product Marketing report 2023 The in昀氀uence How can product marketing perceptions be changed? of product We asked product marketers to contribute to the debate on how perceptions can be changed regarding how the product marketing team drives revenue and growth. Here’re a handful of the contributions marketing submitted: “Share case studies with founders, CEO, “Product marketing needs to drive etc.” thought leadership efforts. Thought leadership is so critical to market perception, and if it’s not closely aligned “Recognize product marketing as with product initiatives and roadmap, spanning functions and starting at there’ll always be a disconnect-- business strategy. The impact is on especially in companies scaling and company goals, not just Product or building a platform offering. When a Marketing goals.” strong product strategy drives thought leadership, the narrative to prospects becomes more cohesive and can in “First, establish a clear understanding turn inform effective best practices and difference between product and resources for current customers to management and product marketing.” improve their experience.” “Use case studies on companies/ “Educating teams on the value of products with excellent products but marketing, tracking metrics and KPIs poor market penetration due to limited/ appropriately to show that what product poor marketing practices. And the marketing does actually makes a opposite - highlight mediocre products difference to market perception and with excellent revenue supported by pipeline growth.” best-in-class marketing practices.” 104