What kind of product marketing types are there? What does a "full stack" product marketer look like to you?
I personally don't see product marketing to be of different types. However, as you setup a product marketing function you need to develop work streams that are led by experts.
These foundational work streams can include:
- Developing GTM messaging
- Coming up with pricing methodology
- Developing sales playbooks
- Managing product launches
- Churning out content with a regular cadence
- Developing competitive outtakes
- Managing relationships with industry analysts
I don't see one person being an expert at all of this. As a product marketer, you need to align yourself with certain foundational components of product marketing and try to become an expert in it.
For me, a full-stack product marketer is someone who is strong with both inbound and outbound PMM. You can partner well with key stakeholders like sales, customer success, product, marketing counterparts, and even the executive leadership team (PMM is, after all, directly connected to strategy). You're a Swiss Army Knife when it comes to being the voice of the product and can solve problems no matter what is thrown your way. In most cases, you will flex different skill sets up and down depending on various factors like the nature of the product itself, the maturity of the company, and the strengths and weaknesses of key stakeholders.