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