What are the new trends that would set us up for a great PMM career in next 10 years? I see there is a huge focus on influencer marketing programs these days. Is this something you would recommend to focus on or are there any new skills you would recommend us to develop?

In my most recent search, I noticed a real change in the job descriptions for product marketing. Previously, it was more around positioning and go-to-market. Recently, it seems to have morphed into more campaign and social media expertise with the campaign work being product focused (rather than corporate or brand marketing). I've also noticed more demand for public speaking / presentation skills.

Product marketing is evolving together with the whole tech industry. The most interesting trends that’ll shape the PMM role will be:

• Active adoption of Product-Led and Sales Product-Led Growth will change the way we work on GTM strategy and Sales Enablement. Currently, most of the GTM motions are still marketing and sales-led.

• Increasing personalization will mean more tailored value props, and UI & UX experience provided during onboarding, email communication, and all steps of the customer journey.

• Adoption of no-code & low-code tools in product marketing, product management, and marketing functions, will allow PMMs to have fewer dependencies on developers. Even now, no-code Airtable and Coda are the places for product launch planning and PMM documentation.

• Adding new marketing channels to the GTM mix, micro-influencers, TikTok marketing, marketing in the metaverse, and short-form videos. We will adopt our GTM channels to the marketing industry changes.

Those are my predictions, let's see how it all comes in the future 🔮

I'd add in the need for strong data and analytical skills. I don't think this is new, I see the need for it now, but I only see it growing as the role gets more deeply embedded in determining the product roadmap. 

On the GTM side, I think product marketing managers will take on some of the skills that growth marketers currently run - identifying opportunities for growth, scoping and running experiments and reporting out on results. Not that we won't still need growth marketing partners, but I think product marketers will take on more in product experimentation and the growth marketing skillset will become more and more useful.