State of Product Marketing report 2023 Roles, Main product marketing responsibilities responsibilities, Much has been made of the fact that product marketing offers the opportunity to enter a multifaceted and varied role. But which parts of the role do product marketers spend more time and team on, than others? infrastructure We asked product marketers to identify what they considered the main responsibilities of their role, and this reaf昀椀rmed our stance that you need to be a true all-rounder to thrive in the industry. As was the case in 2022, product positioning and messaging were the main responsibilities for a product marketer, with this option selected in 90.1% of instances. NB: Respondents could select more than one answer for this question. 90.1% - Product positioning and messaging 86.8% - Managing product launches 80.8% - Creating sales collateral and updating internal documents 68.2% - Storytelling 66.9% - Sales enablement 64.2% - Building personas 58.9% - Competitive intelligence 58.3% - Managing the website and customer-facing documents 55% - Reporting on product marketing success Responsibility 53.6% - Content marketing (e.g. blog posts, articles, e-books, reports, webinars, etc.) 43% - Customer segmentation 36.4% - Customer marketing and advocacy 20.5% - Product roadmap planning 18.5% - Onboarding customers (e.g. onboarding emails, webinars, etc.) 10.6% - Other 48