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.