Why Product Marketing is the heart of tech marketing

Product Marketing is the most critical marketing function for successfully launching and scaling a product.

This post is the result of over a dozen interviews from folks who work in product marketing, marketing and product management at Apple, Google, Meta, HubSpot, Square, Pendo.io, Instacart, and Discord. A special thank you to Marcus Andrews, Jenny Blair, Apurva Luty, and Bogomil Balkansky for their collaboration and input! đź™Ź

The rise of Product Marketing 

Over a decade ago, Marc Andreesen’s famous essay “Why Software is Eating the World'' became one of the most widely read pieces of writing in the tech community and more broadly the professional world. The thesis of this essay is truer today than it has ever been. Technology is the foundation of global economies, markets and industries. The most valuable companies on the S&P 500 – Apple, Microsoft, Alphabet, Amazon, Nvidia – are technology companies. In fact, the largest five companies on the public markets rarely come from the same sector, but tech achieved this in 2023. And as of January 2024, the market cap of tech companies accounts for almost 29% of the value of the S&P 500, up from 6.3% in 19901. The rise of tech, not just in Silicon Valley, but globally has fundamentally altered how we live and do business.

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