Summary

Over the past few years, product marketing has become a critical trend and a top role, especially in tech companies. The key functions of the role are dynamic and can vary significantly between organizations, influenced by internal and external factors. External factors such as real-time data and the rapid growth of technology have a considerable impact on the responsibilities of product marketers, while internal factors such as company size and structure can also shift the focus of the role.

Furthermore, the product marketing role can be divided into two key aspects: inbound and outbound product marketing. Inbound product marketing tends to focus on the product development side, including understanding customer needs, developing value propositions, and driving product roadmaps. Outbound product marketing is more execution-focused, centered around GTM activities such as demand generation, sales enablement, and customer advocacy.

In the upcoming chapter, we will explore inbound product marketing in depth and learn how it can be leveraged to drive innovation.