Many people don’t understand the core functions of a technology company, which makes it extremely difficult to understand how product marketing fits into the larger picture of getting these companies’ products to market. — Hiring for this role is difficult for many reasons because the position requires a diverse skill set and exposure to many technological situations that few people have. Not many people have been in the product marketing world long enough to be exposed to a sufficient number of launches and business…

A lot of people often ask me how they should create a marketing plan. Yet before creating a plan, it’s important to first figure out which part of the marketing funnel you need to optimize towards by asking which stage most of your customers are in within the breakdown of the funnel. — In order to set the right marketing strategy, you must first identify which part of the marketing funnel you want to impact. Decide whether 1) you are looking to acquire new customers, or 2) move customers down the funnel to purchase, and advocacy.

Whether you’ve spent a year or two in product marketing or are completely new to the field, it’s important to establish that you enjoy products and are generally curious about them. — Recently, my mom sent me a box of childhood material, in an effort to clean out our family home, and I found a stash of letters that I wrote to a multitude of product companies from cosmetics, to food, to music and more. And this was in the era of…

The need for product marketing hires has increased substantially in the last several years, and I believe it will continue to climb in the next decade of work. Technology companies continue to grow at accelerating speeds compared to other industries, and the S&P 500 is a great proxy of this testament. — Startups in both the business to business (B2B) space and business to consumer (B2C) space have realized the need for someone in the company to own packaging, positioning and go-to-market for both their company go-to-market plans as well as their product go-to-market plans. This massive increase in product marketing roles…

Not everyone is cut out to be a Product Marketer, and I would argue that the role is drastically different than any other role in a technology company simply because of how many different skill sets are required to be an effective Product Marketer. — While the industry continues to mold and shift the definition of product marketing, there are some skill sets that I’ve seen to be most important in my tenure. Most new product marketers and aspiring product marketers won’t have every single one of these skill sets, and that is okay. I…

How will you measure your life? — I recently had a conversation with my dear friend who is a really well-known product manager in Silicon Valley. For the purposes of this post, I’m going to keep his name anonymous. We often talk about the complexities of working on products and how much emotional bandwidth it takes to manage cross-functional teams, manage a product roadmap, and a product launch. While Product Management is complex in different ways than Product Marketing, they are both heavily influential in the success or the…