State of Product Marketing report 2023 How has product Whether it’s the cyclical nature of sporting dominance, trends in the world of fashion, or the latest ‘It Girl’ in the music industry, everything in life is prone to evolution and change - and product marketing marketing isn’t exempt from the rule. changed since We were intrigued to decipher how product marketers had seen the industry change during the course of the last 12 months. So, we did what we do best and asked them to feedback on their 2022? 昀椀rst-hand experiences. “Product Marketing Managers are being sought after - more than ever. The talents of working cross-functionally, leading complex Go-to-Markets, and bringing together a business and product perspective is being noticed. “The time is now to continue working across the organization to connect teams, and deliver and execute strategic plans that drive business value.” Holly Watson, Senior Product Marketing Manager at Amazon Web Services (AWS) “In more mature product marketing functions, there’s a shift towards process mapping and the introduction of project management methodologies to scale best practices and eliminate bottle-necks. “For example Asana is used to map out every stage of a product launch and drive alignment across demand gen, content and digital. “There’s also been an introduction of templates to leverage best practices.” Amit Alagh, Senior Product Marketing Manager at LexisNexis 29