Why Product Marketing Is the Linchpin of Modern Tech
In a world obsessed with innovation, efficiency, and scale, technology companies are multiplying at lightning speed. Software. Hardware. AI. Automation. Every sector is evolving, and yet, there’s one role that remains massively misunderstood despite being absolutely mission-critical:
Product Marketing.
Let’s be clear: Product Marketing is not traditional marketing. It’s not about brand awareness or running ads. It’s the strategic force that bridges the gap between product development and market adoption. It owns the narrative. The positioning. The packaging. The go-to-market motion that determines whether your product thrives — or dies on arrival.
And here’s the truth most companies miss:
Without strong product marketing, your product doesn’t land.
Without messaging that resonates, customers don’t understand why it matters.
Without a compelling narrative, your innovation becomes invisible.
Startups in both B2B and B2C spaces are waking up to this. They’re realizing that someone has to own the story. Someone has to guide the internal cross-functional dance between Product, Sales, Marketing, and Execs — while translating technical complexity into human relevance.
That someone is the Product Marketer.
Yet even inside tech companies, confusion about the role is rampant. That’s because the shape of product marketing shifts depending on the company’s stage, structure, and strategy. Pre-launch vs. post-launch. Early-stage startup vs. enterprise. Consumer app vs. enterprise SaaS. Every context changes the game — and that’s exactly why it’s so essential to understand the nuances.
If you’re building a product — or a career — without a deep understanding of Product Marketing, you’re flying blind.
Great products don’t sell themselves. Great product marketing does.
My latest book, The Launch: A Product Marketer’s Guide, is now available onAmazon. I also wrote the book “Product Marketing Debunked. The Essential Go-To-Market Guide” which you can purchase on Amazon.
If you’d like to join my intuition coaching program or learn more, you can sign up here. Looking forward to connecting with you!
