Updated: November 25, 2024- 18 min read
“When you're building on yourself, you're building on long-term. You just don't take a job for the next three months. You usually try to take a job for two, three years, five years, 10 years, because you're building a career. ”
— Fabrice des Mazery, Former CPO at Tripadvisor, on The Product Podcast
Thinking about making the leap into product marketing? You’re not alone.
Many find themselves drawn to this field, especially people with some previous knowledge of online marketing. An interest in products and a drive to build a meaningful career in tech are definitely helpful — and we’ll assume you’ve got both.
So, the big question — how do you actually break into product marketing? More importantly, how do you do it without previous product experience?
This guide will walk you through the steps, share real stories from those who’ve made the shift, and offer expert tips to help you make this exciting transition — no shortcuts, just practical advice to get you started.
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Before You Break Into a Product Marketing Career
Is Product Marketing a Good Career?
Product marketing is part of the product that is shaping how people see and experience it. It’s a career that blends strategic thinking, storytelling, and collaboration.
Calling it fulfilling therefore is an understatement. You’re developing launch plans, creating messaging approaches, and driving product adoption. Basically, you are at the core of a product’s success — and yes, it’s a thrilling and challenging experience.
What makes product marketing special is how people from all sorts of backgrounds find their way into it. Many product marketers start in roles like sales, content marketing, customer success, or even video production. So, frankly, there’s likely room for you too.
It’s not about where you start — it’s about having a passion for telling a product’s story and a desire to drive real business impact. So, if you feel like you have the right kind of fire burning inside you, product marketing might just be the right fit for you
The product marketing field is also known for its competitiveness, with a high demand for skilled professionals. Positions are available across various levels, but securing a role often requires demonstrating a strong understanding of both product management and marketing strategies.
Product Marketing Roles Hierarchy:
Chief Marketing Officer (CMO): As the top executive, the CMO oversees all marketing activities, including product marketing strategies.
Vice President (VP) of Marketing: This role involves leading marketing teams and aligning product marketing initiatives with the company's strategic goals.
Director of Product Marketing: Focused on specific product lines or markets, this position develops and implements marketing strategies.
Product Marketing Manager: Responsible for the day-to-day management of product marketing efforts, including market research, messaging, and campaign execution.
Product Marketing Specialist/Coordinator: These professionals support managers by handling tasks like content creation, social media engagement, and event coordination.
Salaries for Product Marketing Positions
Chief Marketing Officer (CMO):
The average annual salary for a CMO in the United States is $374,860. Salaries typically range from $283,797 to $509,181, with most CMOs earning between $327,194 and $445,169. This role's compensation can vary based on factors like company size, location, and industry.Vice President of Marketing:
The average salary for a Vice President of Marketing is $235,853 per year. The salary range falls between $188,054 and $293,338, with most professionals in this role earning between $210,833 and $265,943. Compensation is influenced by experience, company scale, and the scope of the marketing operations managed.Product Marketing Director:
A Product Marketing Director earns an average salary of $208,190 annually. Salaries range from $169,981 to $249,647, with the most common range being $188,190 to $229,890. Factors such as company size, market focus, and strategic responsibilities can affect pay at this level.Product Marketing Manager:
The average annual salary for a Product Marketing Manager in the U.S. is $142,713. Salaries can go from $110,847 to $175,095, with most PMMs earning between $126,033 and $159,663. Salary variations often depend on experience, industry, and the complexity of product portfolios.Product Marketing Specialist:
The average salary for a Product Marketing Specialist is $118,000 per year. The total pay ranges from $91,000 to $154,000, with base pay typically between $66,000 and $107,000 and additional compensation ranging from $25,000 to $47,000. Experience level, company type, and role-specific tasks often impact the salary.
Source: Salary.com
How to Break into Product Marketing in 6 Steps
Any transition in life can feel daunting. Of course, complete novelty and financial concerns aren’t making it any easier.
The good news is, there are clear steps you can take to make the transition smoother. Whether you’re a marketer, salesperson, or even an engineer, here are practical tips to help you land your first product marketing role.
1. Assess Your Existing Skills
As we said, there’s space for you in product marketing. But before you dive in, it’s worth doing a bit of self-assessment to see how your skills stack up. Running a simple self-check can help you figure out how well you align with the role and what you might need to focus on.
Start by asking yourself some straightforward questions:
Do I enjoy storytelling?
Product marketing is all about storytelling and crafting compelling narratives that connect with users. If you’ve got a knack for weaving a story—whether it’s in emails, presentations, or even informal chats—you’re already on the right track.Am I comfortable with strategy?
Product marketing requires a strategic mindset. It’s about seeing the bigger picture: positioning a product, identifying target audiences, and figuring out the right channels to reach them. If you enjoy planning campaigns, analyzing trends, or finding creative solutions to business challenges, you might be a natural fit.Can I empathize with users?
Understanding user needs is a core part of product marketing. You’ll need to step into the user’s shoes, grasp their pain points, and communicate how the product solves their problems. If you’ve worked in customer-facing roles or have experience with user research, this skill might already be in your toolbox.Do I have project management skills?
Product marketing often involves juggling multiple tasks — launches, campaigns, content creation, and more. If you’re good at managing timelines, collaborating with different teams, and keeping projects on track, you’re likely well-equipped for the role.Am I comfortable with data?
While product marketing is creative, it’s also data-driven. It’s about measuring success, understanding metrics, and using insights to refine strategies. If you’ve dabbled in analytics or have experience with data-driven decision-making, that’s a big plus.
If you answered “yes” to most of these questions, then product marketing might be a strong match for you. And even if you find some gaps, that’s okay. The beauty of product marketing is that it values diverse experiences and skills, so there’s room to grow and adapt.
2. Build Your Product Knowledge
Deep Dive into Products: To effectively market a product, you need to understand its features, benefits, and user personas. Go beyond just knowing the basics — learn how the product works, what problems it solves, and why users find it valuable.
Leverage Internal Resources: If you’re currently working at a company with a product marketing team, ask to shadow product demos, attend agile retrospectives, and review product documentation. This hands-on experience helps you understand the product’s complexities and nuances.
Use the Product: As seen in stories from other product marketers, using the product you’re promoting is crucial. It gives you a firsthand perspective that’s invaluable for crafting effective messaging and strategies.
Get Certified: Consider pursuing a certification like the Product Marketing Manager Certification. It offers a structured curriculum that covers everything from product positioning to go-to-market strategies, providing the foundational knowledge needed to succeed in a PMM role. This credential not only sharpens your skills but also strengthens your resume.
3. Build Your Brand And Network
Before reaching out to the world, it’s important to first understand yourself. It’s about knowing your strengths, what truly excites you, and the kind of work you want to do. You need a clear sense of who you are and what you can offer before you start building connections.
Gibson Biddle, the former VP of Product at Netflix, shared his perspective on this in one of The Product Podcast episodes. He structured the process of self-discovery in a way that makes it easy to follow and stay genuinely yourself.
“I want to talk about the skills that you need and that you’ll develop over time to progress into a leader. I have a very simple positioning model. It really asks three questions. And I want you to think about, how you would answer these three questions for yourself. The first question is — What is it? What are you? The second question is — What are the benefits that you provide to an employer? And the third is, what is your personality? And that’s because all products need to be relatable to their customers.”
He continued:
“I’ll answer the question for myself. Gibson Biddle is a Product Leader Executive who helps startups with a proof of concept to scale. And then to reveal my skills, I have strong strategic thinking, management, and leadership skills. And then to reveal my personality. If you know me, I try to be genuine and I do it in a sometimes quirky way, a little bit weird at times. So that’s me. And the real question is, how do you position yourself?”
Now, once you got that sorted out, here’s how to step into the product marketing space:
Reach Out to Product Marketers
Start with a friendly message. You’re not asking for a job—you’re asking for a conversation. Try something like, “I’m interested in product marketing and would love to hear about your experience in the field.” Most people are happy to share their journeys and offer insights.Build Relationships, Not Just Connections
Networking isn’t just about collecting names; it’s about creating genuine relationships. Attend product meetings, engage in Slack channels, and join team brainstorms if possible. The more people see you as an ally who’s genuinely curious, the more likely they are to think of you for future projects.Communicate Your Interest
Don’t be shy about sharing your aspirations with managers or colleagues. Let them know you’re excited about product marketing and would love to help out on any related projects. This isn’t about boasting — it’s about aligning your goals with what’s happening around you.Volunteer for Product Marketing Projects
Sometimes, the best way to get noticed is to roll up your sleeves and offer to help. Volunteer to create a product one-pager, conduct a bit of competitive research, or even assist with a product launch plan. Even small contributions can build credibility and give you a taste of the role.Leverage Cross-Functional TeamsProduct marketing requires working with sales, product, customer success, and more. If you already have connections in other departments, leverage them. This will not only enhance your knowledge of the product but also showcase your ability to work cross-functionally—a key skill in product marketing.
Be Consistent in Your Efforts
Networking isn’t a one-time thing — it’s an ongoing effort. Check in regularly, share interesting articles or insights, and offer to collaborate whenever the opportunity arises. Consistency is what keeps your interest top of mind for others.Use Social Media as an Extension of Your Brand
LinkedIn can be a powerful tool for networking and brand-building. Share product marketing insights, comment on industry news, or even write a short post about a recent project you were part of. This not only showcases your interest but positions you as someone who’s already contributing to the conversation.Attend Product Marketing Events and Meetups
Look for product marketing meetups, webinars, or industry events, both within your company and externally. These are great places to meet new people, get industry insights, and even find potential mentors.
Networking is about building relationships that can open doors. It’s how you’ll not only make the transition into product marketing but also thrive once you’re there.
4. Gain Practical Experience
The best professionals and senior product marketing managers didn’t wait until they felt completely prepared to take action. They got their hands dirty early on. They stepped into roles before fully grasping every detail of product marketing. They knew that staying static wasn’t an option.
Here’s the reality: the most valuable lessons in product marketing come from doing the work, even when you’re still learning. Sorry, especially when you’re still learning.
Start tackling projects, try your hand at messaging, or collaborate on a launch, even if you don’t feel 50% ready. It’s uncomfortable, sure, but it’s the only way to really absorb the lessons that hold weight in the real world. It’s also how you’ll sort out which strategies are practical and which are just theory.
Finding those first gigs might not be easy, but you don’t need a perfect start — just one with low friction and potential gains. Here are some gigs, jobs, and freelance projects that can get you started:
Hybrid Roles: Look for roles like Demand Generation Manager, Content Marketer, Field Marketer, or simply Marketing Specialist. These roles often overlap with product marketing tasks, such as developing campaign messaging, creating sales collateral, or conducting market and user research. Check job boards, company career pages, and LinkedIn, filtering for marketing roles that emphasize collaboration with product teams or within an Agile environment.
Freelance Copywriting and Content Creation: Freelance gigs involving product-focused content — like blog posts, product descriptions, or case studies — help you hone messaging skills and product positioning. Platforms like Upwork, Fiverr, or LinkedIn are great places to pitch yourself as a storyteller.
Market Research Projects: Participating in market research projects deepens your understanding of positioning, product personas, and competitive analysis — core skills for product marketing. Look for freelance opportunities or join a product-focused marketing team at a startup.
Sales Enablement Projects: Contribute to sales enablement by developing pitch decks, one-pagers, or competitor battle cards. This will teach you to communicate product value to sales teams and customers, a critical skill in product marketing. Tap into your network or reach out to startup founders who often need help creating these assets.
Product Launch Assistance: Assisting with product launch plans offers hands-on experience in crafting strategies, creating go-to-market materials, and collaborating with cross-functional teams. If you’re in a company with a product marketing team, ask to help with the next launch. Alternatively, seek contract roles that involve launch support.
Customer Success or Support Roles: Working in customer success or support helps you understand users' pain points, feedback, and needs — essential insights for product marketing. It’s also a great way to build empathy for customers, a key element of effective messaging. Many startups hire for customer-facing roles, making this a good entry point.
Social Media Campaigns for Products: Running social media campaigns for a product teaches you how to engage users, build awareness, and position a product effectively across channels. Start by offering your services to small businesses or early-stage startups that need social media support.
Internships with a Product Focus: Internships in product marketing, even if temporary, provide structured learning and exposure to the entire product lifecycle. Look for internships on LinkedIn, Glassdoor, and other job boards, focusing on companies known for strong product marketing.
Freelance Product Demos and Tutorials: Creating product demos or tutorials helps you learn the product inside and out, which is crucial for product marketing. Many SaaS companies seek freelancers for tutorial creation, either for their websites or customer onboarding processes.
5. Be Persistent in the Job Market
With more applicants than open roles, the odds are not in your favor naturally. So, being strategic is essential.
Start by tailoring your applications (1). Even if you don’t have direct product marketing experience, revise your resume to highlight relevant projects and skills. Focus on transferable skills like storytelling, data analysis, and user empathy.
These are core to product marketing and showcasing them can make a difference. PMM professionals report that despite a high rejection rate, refining their resume helped increase their interview chances.
Creating a digital portfolio (2) is another way to stand out. Include examples of product positioning statements, marketing campaign examples, product comparisons, and customer success stories. It demonstrates that you’ve actively developed the skills needed for the role.
It’s also important to understand the market (3). Product marketing roles can vary by industry, with strong demand currently in fields like cybersecurity, fintech, and eCommerce, and food delivery. Specializing in a niche not only makes you more competitive but also shows recruiters that you have focused knowledge they are looking for.
If you land an interview, remember that you’re among the top 2% of applicants — so this is your chance to shine. Thorough preparation (4) is key.
As Jackie Bravaro, a former Head of Product at Asana, said in The Product Podcast:
“While I interviewed them, I realized that some of the reasons people passed or failed the interview weren’t directly related to their skills and how good of a PM they really could be. They were more related to how well they prepared for the interview and how much structure they added to their answers.”
Therefore, research the company, understand its products, and be familiar with its competitors. Be ready to discuss specific product marketing strategies, Product-led Marketing, adoption metrics, and AI business tools that align with the company’s goals. Practice answering questions about how you’d approach a go-to-market steps, improve user retention, or refine messaging framework.
Be meticulous — someone who’s done the job shows sings that he can do The Job!
During the interview, focus on showcasing what makes you unique (5). Share specific examples from your background, even if they’re from a different field. Talk about specifics and provide detailed answers so you spark a conversation with an interviewer. Plus, the more you use the product marketing language, the better.
The job market may be tough, but it only takes one opportunity to launch your product marketing career. Keep refining your applications, building your skills, and preparing for each interview like it could be your breakthrough. With persistence, preparation, and focus, you’ll be ready when the right opportunity arrives.
6. Make the Most of Your First 6 Months
The first six months as a product marketer are a critical time to build foundation. You don’t just want to learn the ropes; you want to set yourself up for long-term success.
Connecting across departments is the first and most important step. Product marketing is a highly collaborative role, so building relationships with product managers, sales teams, customer success reps, and other marketing colleagues is key.
Ask questions, be genuinely curious, and show that you’re here to help. The more you understand the internal dynamics, the more effectively you can shape messaging and product strategy.
The priority is to listen, learn, and ask questions. Get to know the product inside and out. Explore the product’s features, study Agile user stories, and review product specification. Take advantage of any onboarding sessions, product demos, or training programs offered by the company.
Participate in team meetings, even if you don’t fully understand everything yet. Every interaction is a learning opportunity. When you’re unsure about something, don’t be afraid to ask questions — it’s better to clarify things early on than to make assumptions that could lead to missteps later.
As you gain familiarity, start seeking opportunities for impact. Don’t wait for tasks to be assigned; instead, look for gaps or areas that need improvement and offer to help. If there’s a chance to lead a segment of a product launch, even if it’s just handling a specific communication channel, step up. Master ownership mindset, no matter how small the task. It demonstrates initiative and helps you build credibility within the team.
Lastly, pay attention to the strategies that work and those that don’t. Reflect on how you can bring fresh ideas or refine existing approaches. Product marketing is all about experimentation and adaptation, so be prepared to adjust your methods based on what you observe.
Your Product Marketing Career Path Just Started
Breaking into product marketing isn’t just about landing a job; it’s about finding a role where you can truly make an impact while staying true to yourself. The journey won’t always be easy, but it’s possible to succeed without compromising who you are.
“I had those moments in my career where I nearly left the tech industry because I wasn't sure that I could succeed without changing who I was. It’s essential to stand up and tell people that you can achieve success on your own terms.”
— Jessica Hall, CPO at Just Eat Takeaway, on The Product Podcast
Remember these words. Each step — whether it’s gaining experience, building your network, or nailing that interview — is part of the bigger picture. Don’t be afraid to carve your own path. Take risks and learn as you go.
Your career in product marketing is waiting, so take that first step today and let your authenticity be your strength.
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Updated: November 25, 2024
