From articles to podcasts, we've included a wealth of resources to help you navigate the complex and ever-changing landscape of modern marketing and excel in your leadership role.
We’ll be covering:
- What is product marketing leadership?
- Key skills for product marketing leaders
- Best practices for product marketing leaders
- Essential resources for product marketing leaders
What is product marketing leadership?
The role of a product marketing leader is to bridge the gap between product development and marketing teams, ensuring that a product is launched successfully and achieves its maximum potential in the market.
A product marketing leader is responsible for understanding customer needs, developing messaging and positioning strategies, creating targeted marketing campaigns, and measuring the success of these efforts. They work closely with cross-functional teams, including product management, sales, and engineering, to ensure that everyone is aligned and working towards the same goals.
Product marketing leadership is crucial in today's market as it helps companies differentiate their products from competitors and connect with their target audience effectively. With the ever-increasing competition in the market, it's becoming more challenging for companies to launch successful products.
Key skills for product marketing leaders
As a product marketing leader, it’s crucial to have a diverse skill set that allows you to understand and connect with your target audience, create effective marketing strategies, and measure the success of your campaigns.
In the State of Product Marketing Leadership 2023 report, we asked our leaders what hard and soft skills they valued the most.
In terms of hard skills, we found that 83.1% of leaders agree that GTM strategy and execution are the most important, followed by messaging (75.4%), value proposition development (72.3%), and positioning (67.7%).
Pricing and packaging were low on the list, with knowledge of this area being the least valued trait leaders look for (13.8%).
For soft skills, the vast majority of our respondents agreed that the ability to drive good cross-functional relationships internally is the most important trait to have at 92.3%. This number has increased from last year by 13%.
Some respondents expanded and added their own soft skills:
- Technically savvy
- Ability/willingness to learn
Best practices for product marketing leadership
To excel in your role as a product marketing leader, it's essential to adopt best practices that help you create effective marketing strategies. You should create buyer personas and journey maps to understand your target audience's behavior, pain points, and preferences.
Conducting competitive analysis plays a fundamental role in identifying industry trends, understanding competitor positioning, and differentiating your product.
Leveraging customer feedback and reviews is also important to understand customer satisfaction levels, identify areas of improvement, and provide insights for product development.
You should craft compelling product messaging to communicate your product value and differentiation effectively. Finally, measuring and reporting on marketing performance is essential to monitor the effectiveness of your marketing strategies and make data-driven decisions.
By adopting these best practices, you can create marketing strategies that resonate with your target audience, differentiate your product from competitors, and drive growth for your company.
Essential resources for product marketing leaders
As a product marketing leader, you need access to a wide range of resources that help you stay up-to-date with industry trends, develop effective marketing strategies, and measure the success of your campaigns.
Fortunately, we have numerous resources, including articles, podcasts, webinars, and courses, that can help you hone your skills and stay ahead of the curve.
Whether you're looking for tips on crafting compelling product messaging or want to learn more about the latest marketing technologies, these resources can provide valuable insights and help you excel in your role as a product marketing leader.
Reports and eBooks
- State of Product Marketing Leadership 2023
- Follow the Leader: An Intro to Product Marketing Leadership
- Internal stakeholders and senior leadership: Are we all rowing in the right direction across product, marketing, and sales?
- The power of stakeholder management: A key to successful product marketing.
Building and managing teams
- Expert advice for inspiring an underachieving product marketing team (and why it happens).
- Marketing inside out: Putting your team first.
- How to build, expand, and structure your product marketing team.
- How to be a great mentor to your employees.
- Leading, building, and growing great product marketers.
- Which marketing hire should leadership teams prioritize at a B2B startup?
- How are modern-day product marketers leading product marketing teams?
- How to lead a remote team.
Skills and goals
- Appreciation: the most undervalued product marketing leadership skill?
- 5 lessons to building a successful product marketing function.
- Which micro and macro goals are measured by product marketing leaders?
- Becoming a translator for the C-suite.
- 100 leadership quotes to live by.
Product launches as a leader
- Leading cross-functional teams in a global organization.
- Leading your sales team to success during a product launch.
- Product marketing leadership, career development, and succeeding at high-growth companies.
- Exploring the world of C-suite jobs - Derek Osgood, Founder and CEO of Ignition
- 5 lessons on growth culture from building a decacorn.
- The role of competitive intelligence in product marketing leadership.
Podcasts and individual episodes
- 48 Hours to Lead with Josh Lory
- Product Marketing Insider with Holly Watson - Inside the mind of a PMM influencer
- Product Marketing Insider with Selin Tyler - Building and scaling teams
- Product Marketing Insider with Sudha Ranganathan - Exploring the mind of a PMM leader
Masters of Product Marketing 2022 | Catch up with every session and hear from the likes of Microsoft, Google, LinkedIn, Recruitee, Uber, and more.
Product Marketing Certified: Leadership
Becoming an amazing product marketing leader doesn’t happen by chance. It happens by habit.
The importance of leadership simply cannot be disputed. Product Marketing Certified: Leadership has been built alongside the world’s best-known brands with one goal in mind: to deliver leadership training that’ll transform you into the best leader you can be.
Join pioneering product marketing leaders from elite organizations like LinkedIn, Hotjar, and Shopify and transform yourself into the best leader you can be.Get Leadership Certified
Product Marketing Leadership Accelerator Program
The PMM Leadership Accelerator is an eight week program, which has been built in collaboration with Director and VP level product marketers from some of the world’s best-known brands - we’re talking Amazon Web Services, LinkedIn, G2, Uber, Unbounce, and more.
You’ll be able to tap directly into their tried and tested tactics, strategies, and methodologies and put all that intel into building your killer strategy.
Sign up and:
💪 Be more informed, confident, and impactful in every aspect of being a great product marketing leader.
🏅 Have all the knowledge, tools, and skills needed to build and scale a gold-standard product marketing team.
💡 Be equipped with endless leadership insights from the likes of LinkedIn, Shopify, Hotjar, Unbounce, and more.Supercharge your career growth