Hey all, I've been working in digital marketing for just about a decade now and I'm thinking about making a move to product marketing. What skills should I be developing? What should my path forward look like?

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I would start by looking at Product Marketing Alliance, they have great resources.

Focus on building areas that apply to those skills like content creation (sales enablement), strategic planning (GTM), audience or persons building, and any kind of market or competitive research.

When I am recruiting, those transferable are what I look for when someone is moving into product marketing — even if they have experience on the product side.

Hope that helps.

likesmart

Aim for a senior role. No need to start from the bottom if you have a decades worth of marketing foundation. Lean into the project / strategic management experience you have. Learn all about effective positioning & messaging. Get close with CS and Sales teams - customer marketing and sales enablement are big parts of product marketing. And agree with the above - PMA!

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Having a bit of product management background will help!

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i agree with this. I would get some product management experience if you can! That will be really helpful for you.

I think having a clear strategy and idea is clear, but also others re right that PM experiencing definitely helps. I would say look up some case studies of successful product marketing help yourself get in the zone of thinking that way

After a decade, you probably have most of the necessary skills mastered. I'd say strategy and messaging are important.

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