State of Product Marketing report 2023 How has product “Since 2022, product marketing has continued to take an increasingly marketing strategic role. This transformation is evident in several key areas. “First, there’s a stronger focus on messaging and positioning, emphasizing changed since the importance of communicating a unique value proposition to 2022? differentiate in a crowded market. This requires a deep understanding of the target customer, the product and the market. “Additionally, product marketers are becoming more involved in roadmap development, ensuring alignment between product features, bene昀椀ts, and the evolving market needs. This includes strategizing product launches and updates to maximize market impact. “Competitive intelligence has also become crucial, as businesses operate in highly competitive environments. Here, product marketers play a vital role in gathering and analyzing competitor data to identify opportunities and threats and informing strategic decisions. “Successful product marketers are expected to contribute strategically moreso, and need to be the experts of their business in the above and more.” Sonduren Fanarredha, Director of Product Marketing at Airbase 31