Navigating today’s product marketing landscape

1 Navigating today’s product marketing landscape Navigating today’s product marketing landscape: Challenges, trends, and opportunities

2 Navigating today’s product marketing landscape Contents 3 Foreword 4 Introduction 5 The product marketing landscape - Geographical imbalance - Imbalance in company sizes and PMM seniority 8 Experience vs responsibilities in the product marketing function - The responsibilities of today’s product marketers 12 Essential product marketing skills - The rise of the T-shaped marketer 17 Why hiring is so hard 20 The three conclusions you need to know about 21 How Product Marketing Alliance can help - Train your team - Get the work done - Hire a product marketer 26 Sources used in this report

3 Navigating today’s product marketing landscape Foreword It’s my great pleasure to introduce our latest report, Navigating today’s product marketing landscape: Challenges, trends, and opportunities. Since Product Marketing Alliance’s inception in 2019, our mission has been to unite product marketers across the globe and equip them with the skills, knowledge, and community they need to excel and elevate the role of product marketing. Looking back at our journey, I’m filled with immense pride at the work we’ve done and the progress we’ve made. This report is a testament to that progress. It encapsulates the challenges, the triumphs, and the ongoing journey of product marketing leaders around the world. It’s a reflection of our commitment to understanding the landscape of product marketing and providing actionable insights to navigate it. I’d like to extend my heartfelt thanks to our PMA members. Your engagement, your passion for product marketing, and your commitment to learning and growth is what fuels our efforts. You are the heart of our community, and this report is, in many ways, a tribute to you. A special thank you to all the product marketers who took the time to respond to our surveys. Your input is invaluable. It’s your experiences, your insights, and your challenges that have shaped this report and will continue to shape the future of product marketing. Finally, I want to give a huge shout-out to Harvey Lee. Harvey, your dedication to pulling together these data and insights has been nothing short of extraordinary. Your expertise and commitment to the field of product marketing shine through every page of this report. As you delve into this report, I hope you find it as enlightening and valuable as we do. Here’s to the continued growth and success of product marketers everywhere. Best, Richard King CEO, Product Marketing Alliance

4 Navigating today’s product marketing landscape Introduction Ever felt like finding the right talent for your product marketing team is like searching for a needle in a haystack? You’re not alone. Welcome to Navigating today’s product marketing landscape: Challenges, trends, and opportunities, a deep dive into the challenges that product marketing leaders like you face every day. I’m Harvey Lee, your guide through this complex terrain. I have over 25 years of experience at the helm of PMM teams for the likes of Virgin, Microsoft, Kaspersky, Avast, and Seiko Epson. I was even on the original launch team for Xbox. In short, I’ve been in your shoes, and I’ve got insights to share. Before joining the Product Marketing Alliance (PMA) full-time as VP of Product Marketing, I served as an ambassador, mentor, and expert in residence for the PMA. I also teach the PMA Core Certifications and I love writing articles on product marketing. In this report, I’ll be tackling the tough stuff. I’ll delve into the intricacies of the product marketing landscape and the challenges of hiring people with the skills that make a product marketer truly stand out. But I won’t stop at identifying the problems; I’ll also offer conclusions and solutions to help you navigate these challenges. I get it. It’s frustrating when you’re expected to deliver strategy but you’re measured on tactics. It’s tough when you’re trying to develop junior team members into strategic thinkers. And it’s downright exhausting when you’re chasing too few people to fill too many roles. This report is here to help. So, grab a cup of coffee, settle in, and let’s dive into this together. We’re about to embark on a journey through the challenging, but incredibly rewarding, world of product marketing. Harvey Lee VP, Product Marketing Alliance

5 Navigating today’s product marketing landscape The product marketing landscape To get to grips with the product marketing landscape, we need to start by asking a simple question: How many product marketers are there in the world? Well, as of 2022, there were (drumroll please!) 116,000 product marketers worldwide. Seems like a lot, right? Well, only until you put it into context. You see, while there are 116,000 product marketers, there are around 6 million marketers overall. In other words, product marketers make up a mere 2% of the total number of marketers. Product marketing Marketing 116,000 6,000,000 2% 98% Why is that important? Well, it’s important because in 65% of cases, product marketers sit in and report to the marketing team, and the primary source of product marketers in terms of career path is – you guessed it – marketing. Perhaps this isn’t surprising. The fragmentation of the marketing department over the years has created dozens of marketing specialisms – digital marketing, performance marketing, growth marketing, brand marketing, customer marketing, and revenue marketing, to name but a few. In short, product marketing is a hot niche! But one that deserves to be bigger and better understood.

6 Navigating today’s product marketing landscape Geographical imbalance Okay, so we’re a hot niche but where are we geographically? Let’s take a look. Well, a whopping 43% of PMMs are in North America, while a further 27% are in the EU and the UK. That means 70% of the world’s PMMs are in North America, the EU, and the UK, where just 18% of the world’s population lives. But that’s far from all. According to United Nations data, 60% of the world’s population lives in Asia, a continent served by only 20% of the world’s PMMs. Meanwhile, Africa, home to only 2% of PMMs, is home to 17% of the global population. In other words, 77% of the world’s population is served by just 22% of the world’s PMMs. If you’re a product marketing leader trying to build out a team in one of the globe’s best-served areas, that might not sound like such bad news – you’ve got an abundance of PMMs at your doorstep! Well, yes, but that’s just part of the picture. Not to complicate things, but only 50% of PMMs are native English speakers, which may make hiring a little more challenging. On top of that, wherever you are in the world, there’s the pesky matter of time zones to consider. Where are all the PMMs? North America EU 43% 22% 20% Asia 3% 3% 2% Middle East 2% South Africa America Australasia

7 Navigating today’s product marketing landscape Imbalance in company sizes and PMM seniority But wait, there’s more! While nearly 40% of PMMs in the USA work for companies with 10,000 employees or more, only 25% of PMMs in the UK and the EU can say the same. In fact, one of the reasons for the product marketing vs. population disparity is that corporate America dominates product marketing and the work is global, not local. Now, if we hop over to the EU, the presence of product marketers in large companies often reflects the presence of big sub-regional offices – think major European business hubs – with France and Germany, unsurprisingly, standing out. What size companies do PMMs serve? Company employee size 10k+ 39% 25% 25% (FR 44% GER 40%) Company employee size 1k-5k 17% 17% 15% Now let’s take a look at the seniority of PMMs in these global regions. The proportions of entry-level PMMs, Senior Product Marketing Managers, Group Product Marketing Managers, and Product Marketing Directors are fairly even. Seniority of product marketers by region Entry level manager 29% 34% 36% Senior manager 22% 25% 29% Group manager 21% 17% 15% Director 19% 17% 14% Vice President 6% 3% 1% However, when we get to the level of Vice President of Product Marketing, the US hits a home run. While only 1% of product marketers in the EU hold this title, a whopping 6% in the US do. So, let’s review the product marketing landscape: 3 There are 116,000 product marketers worldwide 3 Product marketers represent only 2% of all marketers 3 70% are in North America, the UK, and Europe 3 57% are not in North America 3 Only 50% cite English as their first language In summary, global corporate 3 40% of PMMs in the US work for companies with 10,000 or more employees multinationals dominate the 3 Seniority cascades down regionally landscape. This has a range of significant implications for the talent, skills, and availability of product marketers everywhere. + USA data.

8 Navigating today’s product marketing landscape Experience vs responsibilities in the product marketing function Now we have a clearer picture of the PMM landscape, it’s time to zoom in on our teams’ skills and experience. Pause for a second, think of your team, and ask yourself the following questions: • How long have we been doing product marketing? • What training in product marketing do we have? • What challenges does this create? Hold those thoughts, write them down and read on… The first thing to understand is just how junior the PMM workforce is. Nearly 60% of PMMs have been in product marketing for less than five years and a third for under three years. This impacts getting the work done, building teams, and – looking to the future – succession planning. 1-3 years 5-10 years 27% 25.2% 3-5 years 22.1% 10+ years 17.1% Less than 1 year 8.6% Years of experience Source: State of Product Marketing Report 2022

9 Navigating today’s product marketing landscape Let’s sidebar for a quick history lesson! The year: 1931. The place: P&G headquarters, Cincinnati. Neil McElroy’s memo essentially invented the brand manager. Many of the critical points in that memo (“study the territory” and “prepare sales helps and all other necessary material for carrying out the plan,” for instance) will be recognizable to you today as PMM deliverables. In the years since, with each new age, the marketing department has been fragmented into more and more new functions: growth, digital, performance, you name it. And these ages shorten every time there’s a new one. The ages, as defined by Forrester, are: 1900 – 1960: 1960 – 1990: 1990 – 2010: 2010 – ?: Age of manufacturing Age of distribution Age of information Age of the customer Even though product marketing has been around since the age of information (the 1990s), it’s only really since 2010, when B2B moved to the cloud in a serious way, that product marketing has become what we know it to be today. Gone were the days when you could just tell the market about your product. Suddenly, B2B organizations needed product marketing to highlight their value in very competitive and congested markets. When you note that a category like martech started with 150 companies in 2011 and now has over 10,000, the need for great product marketers could not be clearer. The point is that, while marketing has been around for a long time, product marketing as we know it today is just 13 years old. It’s no surprise then that the PMM workforce is still relatively junior – like any teenager, the function as a whole has some maturing and learning to do.

10 Navigating today’s product marketing landscape The responsibilities of today’s product marketers Given that nearly two-thirds of PMMs have been in the role for less than five years, it’s not hard to understand why many of their roles and responsibilities are based on execution. Yet, much of the value of product marketing is strategic. In our State of Product Marketing Report 2022, we asked product marketers worldwide to tell us about the core responsibilities of their roles. Product positioning and messaging came out on top, with a massive 92.6% indicating that this was their remit. Also ranking high on the list of PMMs’ responsibilities came managing product launches (80.4%) and building personas (68.7%). With so many strategic duties on their plates, PMMs require advanced skill sets and a certain level of maturity in the function to be effective. What we want 92.6% - Product positioning and messaging 82.2% - Creating sales collateral and updating internal documents 80.4% - Managing product launches 79.1% - Sales enablement 68.7% - Building personas 67.5% - Customer and market research 66.9% - Storytelling 63.8% - Competitive intelligence 58.9% - Managing the website and customer-facing documents Responsibility 56.4% - Reporting on product marketing success 54.6% - Content marketing (e.g. blog posts, articles, e-books, reports, webinars, etc.) 41.1% - Customer segmentation 36.8% - Customer marketing and advocacy 20.9% - Onboarding customers (e.g. onboarding emails, webinars, etc.) 18.4% - Product roadmap planning 3.1% - Other Source: State of Product Marketing Report 2022

11 Navigating today’s product marketing landscape So, strategic delivery is of prime importance for product marketing teams. However, that is not reflected in their KPIs, which are centered squarely on execution. Go-to-market strategy (64.9%), generating new revenue (54.5%), and increasing marketing-qualified leads (49.4%) are, by some distance, the top three measures of product marketing’s success. What we measure 64.9% - Go-to-Market strategy 54.5% - Generate new revenue 49.4% - Increase marketing qualified leads 33.8% - Sales confidence 32.5% - Customer retention 29.9% - Increase sales qualified leads 28.6% - Increase win rate KPIs 28.6% - Up-sell customers 26% - Asset utilization 23.4% - Increase trial sign-ups 22.1% - Cross-sell customers 19.5% - Active users 19.5% - Customer satisfaction scores 15.6% - We don’t have KPIs 13% - Time taken to complete actions 2.6% - Other Welcome to ‘The measurement paradox’ in which we don’t encourage, reward, or track strategic delivery. This suggests that the strategic value a good PMM can deliver isn’t properly valued by organizations. Let’s review what we’ve learned about the maturity and responsibilities of the product marketing function: 3 Product marketing as we know it today is just 13 years old. 3 Most PMMs are junior – 60% have less than five years’ product marketing experience, and a third have less than three years. 3 Product marketing can and does provide immense strategic value to organizations… 3 … but PMMs’ KPIs focus on tactical achievements as a measure of success. 3 What we do vs. how and what we measure has created a ‘measurement paradox’. Source: State of Product Marketing Report 2022

12 Navigating today’s product marketing landscape Essential product marketing skills So, product marketing is a relatively new function, but it’s impacted by the same skills challenges as the broader marketing landscape. Let’s take a look at the data: • According to Marketing Week, 53% of all marketers have no formal marketing training. • Less than 10% of product marketers are trained in product marketing, despite 98% of product marketers attending college (where only 32% of them studied marketing). • Our proprietary sales data shows that in 2021, only 30% of employers paid for that training; in 2022, this increased to 50%. 53% +

13 Navigating today’s product marketing landscape So, what are the essential skills for a PMM? We asked PMMs which skills they view as most important, and their answers fell into three buckets: 1. Communication and collaboration come out on top. This is unsurprising, given the unique cross- functional nature of the role. 2. Strategic planning, business skills, and problem-solving occupy the middle ground, but surprisingly… 3. Basic functional skills such as research and analytics, content creation and copywriting, and persuasive skills and negotiation – in other words, the foundational skills that get the job done – are not seen as high priorities. These skills shortages, whether on the employee side or the company side, have a direct impact on your business. Essential product marketing skills 82.2% 77.9% 66.3% 61.9% Strong Collaborating Strategic planning Problem-solving communication with coworkers and business skills 54.6% 54.6% 39.3% 32.5% 0.6% Empathy Research and Content creation Persuasive skills Other analytical skills and copywriting and negotiation Your effectiveness is impacted by the skills shortage, but so is your ability to retain employees. Most PMMs want to move up the ladder, and they’re looking to you to provide training (more on this later!) Here are a few more key stats for you to mull over: • 94% of employees say they’d stay at a company longer if it invested in their L&D, according to LinkedIn’s 2019 Workforce Learning Report. • 99% of L&D professionals agree that if skills gaps aren’t closed, their organizations will be negatively impacted in the upcoming years, according to LinkedIn’s 2020 report. Quite simply, the cost of not training your employees is far greater than the cost of training them. Source: State of Product Marketing Report 2022

14 Navigating today’s product marketing landscape Product marketers, though, can’t afford training with their limited budgets. $1M+ $0 - $10,000 7.4% 17.8% $501,000 - $1M 14.1% Annual product $11,000 - $25,000 $251,000 - $500,000 marketing 12.9% 6.7% budget $26,000 - $50,000 $101,000 - $250,000 8.6% 15.3% $51,000 - $100,000 14.1% Over 50% of product marketing teams have annual budgets of under $100,000. Much of that is spent on software and tools, customer research, content creation, and conferences – leaving precious little cash for L&D. On average, only 6.1% of product marketing’s already humble budget is spent on training and professional development. Of course, the training budget might sit with HR in some organizations – the larger ones especially. Still, the allocation percentage here is a concern, given how pressing the need for employee training is. 13.5% - Software and tools 12.9% - Customer research 11% - Written content 11% - Conferences and networking events 10.4% - Paid advertising 9.2% - Competitive research 9.2% - Video creation/editing Area of spending 8.6% - Design 6.1% - Training/professional development 4.9% - Hiring and recruitment 10.4% - We don’t have a budget Source: State of Product Marketing Report 2022

15 Navigating today’s product marketing landscape The rise of the T-shaped marketer Before concluding our section on skills, we must address future organizational needs. So far, we’ve talked about PMM 1.0 – solid generalist PMMs with the core skills and abilities to get general product marketing work done. However, the future is T-shaped. What do we mean by this? Generalist knowledge COMPETITIVE POSITIONING & BUILDING CREATING SALES SALES MANAGING REPORTING INTELLIGENCE MESSAGING PERSONAS COLLATERAL ENABLEMENT LAUNCHES SEGMENTATION STORYTELLING NARRATIVE Specialist DESIGN knowledge ADVANCED RESEARCH TECHNIQUES DOMAIN EXPERTISE We live in a complex world; technology and categories have become specialized, regulated, and governed. As such, we need subject matter experts to guide us. If you’re in insurance, fintech, or edtech, for instance, you need people with the proper governance and regulatory knowledge.

16 Navigating today’s product marketing landscape The PMM of the future has not only mastered the generalist knowledge and skills needed for their role – building personas, creating sales collateral, managing launches, and so on – they also have a specialism. Some of the shining stars of the product marketing community already embody the ideal of the T-shaped marketer – people such as… Elliot Rayner Tamara Grominsky Marcus Andrew April Dunford CMO Vice President Product Director Product Marketing Founder of at ARION Marketing at Kajabi at Pendo.io Ambient Strategy Storytelling Segmentation Narrative Design Positioning Not only are they great PMM leaders, but they champion their specialties. The future is T-shaped, and that future is already here. So, let’s review skills and behaviors: 3 There are significant skills gaps and little investment in training. 3 90% PMMs are not trained in product marketing, despite 98% going to a university and 31% studying marketing. 3 PMMs want to grow, and retention of talent is at risk if employers can’t provide the L&D employees seek.

17 Navigating today’s product marketing landscape Why hiring is so hard This is a pain you’ve been feeling, but you’re not quite sure why – right? We need to jump back into the numbers to get this section started. • Big business dominates the product marketing landscape. In the US, UK, and Europe – the biggest markets for PMM – nearly half of product marketers work for multinational corporations. • Demand in the market is at an all-time high. At any given time, if you search, you will find more jobs for PMMs on LinkedIn than there are PMMs available, even in the current climate. • Job satisfaction is solid, and attrition is low. Our annual State of Product Marketing Report shows that 64% want to progress in their PMM careers, nearly 30% plan to stay where they are, and only 4% have an appetite for a big change. I want to enter a completely new field and leave product marketing 3.1% I want to enter a completely new field as a product marketer 5.5% I want to become an entrepreneur 6.7% Career plan I want to take the next step on the product marketing ladder 63.8% I’m happy where I am 20.9%

18 Navigating today’s product marketing landscape When we look deeper, taking the UK market in December 2022 as a bellwether, there’s clearly a hunger for more product marketers. • 3.5k+ job posts in the past week alone for Product Marketing Managers. • 431 job posts in the past week alone for Product Marketing Directors. The challenge is that (despite the recent layoffs you’ve read about) most of the world’s 116,000 product marketers are still in employment. Only 1.48% declare themselves self-employed, meaning it’s tough to find a consultant PMM, and only a small handful are available to work on the side part-time. And yet the market is NOT growing at all. • Between 10 and 300 roles change globally every day, but these are mostly accounted for by promotions or existing PMMs switching companies. • This amounts to only a 0.25% change. Not growth – change. Even if it was growth, it wouldn’t be nearly enough to meet the growing demand for PMMs. • If you want to hire a freelance PMM in the UK or US, only 1.5% of PMMs are available to you. The worldwide number is even worse: it’s 1.2%. So, with nearly all the market in work, and no massive appetite to change roles, there’s still a huge desire to progress within the function. Two-thirds of PMMs want to progress. It’s up to employers to help them do that and, at the same time, increase retention of talent. Yet, we can see the inertia in the market: three-quarters want to stay with their current employer! This has created a career juxtaposition. Total number of PMMs 116,000 (100%) English language 58,000 1st (50%) 58,000 2nd (50%) Stay at current company 83,520 (72%) Change company 12,760 (11%) Big change 4,640 (4%) Market movement 301 (0.26%)

19 Navigating today’s product marketing landscape So, let’s imagine you’re trying to hire a PMM. We’ll take some key numbers, filter them down, and see what we’re left with. It’s important to note that this funnel is indicative, not 100% definitive, but we know it’s an accurate reflection of the pain you’re feeling. Starting at the top, we know there are 116,000 PMMs worldwide. If it matters to you, half speak English as a first language, and half do not. The pain starts making itself felt because 72% of PMMs plan to stay at their current company. You just lost three-quarters of the market, leaving a little over 32,000 PMMs globally. But that number gets cut in three when we consider only 11% are open to changing companies. Worse, the appetite for a big change is minimal, at 4%. And the actual number of people moving is a fraction, just one-quarter of 1% of the total addressable market. We’re all chasing the same handful of PMMs, driving up the cost and the terms. It’s not hard to conclude that it’s still a seller’s market. So, let’s review why it’s so hard to hire a product marketer: 3 There are more open roles than PMMs exist, despite recent layoffs. 3 The market is hiring for doing vs. thinking. 3 The career juxtaposition: PMMs want to progress but don’t want to leave. 3 72% of PMMs want to stay in their current role. 3 11% are willing to move to a new company. 3 Only 4% are open to a big change. 3 Just 0.26% of the market actually moves. 3 It’s a seller’s market.

20 Navigating today’s product marketing landscape The three conclusions you need to know about The product marketing landscape PMMs’ experience, responsibilities, • PMM is one hot niche and skills • It’s geographically polarized • Most PMMs are junior • By definition, PMMs are more global than local • The gap in hard skills holds PMMs back • Big companies dominate, especially in the USA • 90% PMMs are not trained • PMM numbers are not growing • Investment in skills is low • PMMs want to grow • There’s a measurement conflict Key conclusion: Key conclusion: There are simply not enough product marketers We need to do more to set up our PMMs for in the world! success by giving them the right learning tools and measuring their success appropriately. Why it’s hard to hire a product marketer • There are more open roles than available PMMs • Big company backgrounds dominate • The market is hiring for doing vs thinking • Three-quarters of PMMs are staying in their current role • Only 11% are open to moving company • Only 0.25% actually move jobs. What people say and what they do contradict each other Key conclusion: The work does not get done as we chase too few people to fill too many roles.

21 Navigating today’s product marketing landscape How Product Marketing Alliance can help Train your team Addressing the lack of training and experience in PMM teams requires a strategic approach. But don’t worry, the Product Marketing Alliance (PMA) has got your back. Our suite of resources is designed to equip you and your team with the skills and knowledge you need to excel. PMA certifications Let’s start with the Product Marketing Certified: Core program, the only PMM certification that’s accredited by Continuing Professional Development (CPD) and the Chartered Institute of Marketing (CIM). This comprehensive course is designed to equip your teams with the knowledge, tactics, and tools they need to drive your company’s revenue. It’s packed with teachings from top PMM experts at organizations like LinkedIn, IBM, and Adobe. Your team will learn how to embody the voice of the customer, launch products to market, and keep them there. They’ll also learn how to combine their efforts with sales, product, marketing, and customer success teams. And that’s just the tip of the iceberg. In the words of Mark Jensen, Director of Product Marketing at Epicor, “Product Marketing Alliance has done a great job creating a comprehensive course on product marketing which gave me confidence and new skills for my work.” If you have a team that is looking to get certified, let us know. Our friendly adviser, Tom, will provide you with a bespoke quote, 1:1. To set the ball rolling, drop him a line at [email protected].

22 Navigating today’s product marketing landscape Enterprise solutions But that’s not all! Every product marketing team is unique, and so is every business. That’s why PMA offers tailored enterprise solutions to meet your specific needs. Whether you’re looking to get everyone speaking the same language, fill a skills gap in a certain area like GTM or OKRs, or upskill your team to be the next product marketing leaders, we’ve got you covered. Once you’ve let us know what you’re trying to achieve and the key areas to focus on, we’ll build a bespoke training session that’s 100% tailored to your business and team. You can choose how and where you want it delivered – online, on-demand, or in-person. We can do one-day or half-day sessions, full-time or part-time. It’s all about what works best for you and your team. And you’ll be in good company – top enterprise teams from Microsoft, Zendesk, Twitter, and Adobe have all trained with PMA. Our training covers everything from positioning and messaging to competitive intel and pricing, and more – all led by product marketing experts. These are industry leaders with years of real-world knowledge and experience to share. They’ve been there, done that, and are ready to help your team do the same. But what can PMA’s enterprise solutions do for your team? Here are just a few benefits: • Shared understanding: Create a shared understanding of product marketing across your team. • Tangible results: Equip your team with the skills to deliver tangible business results. • Personalized resources: Gain access to personalized templates and frameworks. • Skill development: Fill skills gaps, fast-track new starters, and create new PMM leaders. • Real-world learning: Benefit from applicable methodologies and real- world learning, not just textbook reading. With PMA’s enterprise solutions, you’re not just investing in training. You’re setting your team up for success. To chat next steps, drop Tom a line at [email protected].

23 Navigating today’s product marketing landscape PMA Team Membership Plans Want to keep your product marketing team at the top of their game? PMA Membership Plans could be the answer. These plans are designed to provide your team with all the tools they need to succeed – all in one easy- to-reach place. With a PMA Membership, your team will gain access to a treasure trove of resources: over 90 frameworks and templates, more than 500 hours of video content, and over 130 pieces of exclusive content. They’ll also get on-demand access to PMM Summits, toolkits, learning paths, and PMM mentors. Plus, they’ll enjoy discounted access to PMM Certification and in-person summits, members-only events, and complimentary access to four fundamentals courses worth $750. But what does this mean for you and your team? Here are just a few benefits: • Save time: Why waste time creating positioning documents and business cases from scratch when you have an array of tried and tested templates at your whole team’s disposal? • Align your team: Communicate a strategic plan with ease, knowing everyone has access to the same knowledge and frameworks – for life. • Learn from the best: See how teams from companies like IBM, Facebook, TikTok, Highspot, Amazon, and Uber are doing it. But don’t just take our word for it. Here’s what some of our members have to say: “Getting access to the videos and templates through this membership is more than worth the cost. As someone looking to break into the PMM role, I love learning what the top PMMs are doing.” Jonathan Recinos, Digital Marketing Project Manager, Duke University “The Product Marketing Alliance has been a game-changer for me! The membership brings tremendous value to my career and I am so lucky to be a part of this community!” Megan Liken, Product Marketing Specialist at cPanel So, are you ready to arm your team with the tools and knowledge they need? If so, a PMA Team Membership Plan is for you. Working with large numbers? Contact Tom for a bespoke quote.

24 Navigating today’s product marketing landscape Get the work done What if you don’t have enough product marketers on your team? That’s where PMA Consult comes in. We provide you with the knowledge, experience, and bandwidth you need to revolutionize your strategy, grow your market share, and expand your bottom line. Here’s a taste of how we can help you: • Strategy development: We can help you create and execute go-to- market, product launch, and voice of customer strategies, and coach you on how to get your entire company to rally around it. • Auditing and implementation: We can audit and implement everything from your company’s narrative and persona documents to your positioning and messaging. • Recruitment and training: We can support your product marketing recruitment and interview strategies, and build a platform for employee training, mentorship, and continued professional development. • Sales and product adoption: We can help you optimize your sales and product adoption funnels. • Marketing and sales assets: We can help you create your marketing and sales assets, including landing pages, video scripts, blogs, case studies, product guides, battlecards, and competitor comparisons. You’ll be supported by Harvey Lee and his team of consultants, who are among the most experienced and skillful in the industry. With backgrounds in organizations like Microsoft, Uber, Adobe, Unbounce, Xbox, Amazon Web Services, and more, these consultants are chosen specifically to match your unique requirements and their areas of expertise. So, are you ready to scale your product at pace with support from the best in the business? If so, PMA Consult is just what you need. To learn more, contact Matt Booth.

25 Navigating today’s product marketing landscape Hire a product marketer In a market where thousands of jobs are posted each week and only a handful of PMMs are available, hiring can be a challenge. It can take an Recruit average of 42 days to fill a position. But what if you could streamline this process and find candidates who are just right for your company? That’s where PMA Recruit comes in. PMA Recruit is a 360° recruitment partner offering bespoke candidate sourcing. When you sign up, your company’s needs become our top priority. We go the extra mile to understand the essential skills your candidates require, your hiring process, company culture, and the job order. Armed with this knowledge, we tap into our extensive network to find candidates who are a perfect fit for your company. But why choose PMA Recruit? Here are a few reasons: • Trust: Our candidates trust us. We only put a candidate forward if we know your company meets their requirements and they’re committed to helping you achieve your short and long-term targets. • Expertise: Our content team is fluent in the language of product marketing. We provide indispensable advice on how to write engaging job descriptions that stand out. • Upskilling: We offer hundreds of long and short courses that can be included as part of the package, helping you upskill any candidate. • Network: PMA is home to the world’s largest network of PMMs, with practitioners from globally-recognized brands such as Amazon Web Services, TikTok, and Uber. With PMA Recruit, you can say “goodbye” to mediocre hires and start recruiting candidates who tick all the right boxes. To learn more and discuss your needs, contact Jordan Dunne.

26 Navigating today’s product marketing landscape Sources used in this eBook. The insights and data presented in this report are drawn from a variety of sources. We’ve combined our own proprietary data with external research to provide a comprehensive view of the current state of product marketing. • PMA State of product marketing survey 2022 • PMA Salary survey 2022 • PMA State of product marketing leadership 2022 • PMA Proprietary Segmentation Data • Marketing Week Career and Salary Survey • United Nations Population Data • LinkedIn 2020 Workplace Learning Report • LinkedIn 2019 Workplace Learning Report • Forrester Leadership In The Age Of The Customer Report By combining these sources, we’ve been able to create a comprehensive and insightful report that we hope will be valuable to product marketing leaders worldwide. Copyright and Reproduction Notice. The Product Marketing Alliance (PMA) reserves all reproduction rights, including the right to claim statutory copyright, in the Work. The Work may be reproduced in small sections or ‘data points’ only by crediting Product Marketing Alliance (PMA) and back linking to productmarketingalliance.com. The Work may not be reproduced or shared in its entirety in any manner without the express, written consent of the PMA. © 2023 Product Marketing Alliance