State of Product Marketing report 2023 How has product “It’s very evident leaders of organisations are seeing the economic value marketing add of including product marketers into organisations in the last couple of years. There’s been an explosion of product marketing positions going into changed since the market place since 2022. 2022? “I believe the function has morphed from an outbound comms role from a few years ago to a fully 昀氀edged strategic partnership role in both the B2C and B2B space. Product marketers are becoming a lot stronger in taking a strategic decisions and data driven tactical role (experimentation and leveraging more tools) and know how to create the foundations to get things out of the door. “I believe a lot of this stems from having a strong connection to the product and the creation of adaptable frameworks which has been a great co-pilot for product marketers. I’m also seeing professionals playing a stronger role in the brand identity conversation and how that ties into the product. “Overall the function has come into its own. I’ll also add that SaaS businesses really helped build a home for product marketers and B2B product marketers are vital to the sales cycle. Sandeep Bhara, Marketing Director in Fintech 32