In our earlier study
(State of Product Marketing 2015),
we noted
how product marketing had changed dramatically in the digital
age. Today, our tools and technologies enable us to more effciently
deliver our offerings to customers, wherever they may be. But
more technology brings more complexity. And with business
getting more and more competitive, marketers are often caught
between the need to grow their customer base versus engaging
their existing customers more meaningfully. So we decided it was
time to speak with product marketers once again, to discover
what has changed, what hasn’t and how marketers are fnding
their way in this complex maze.
Here’s what we found.
INTRODUCTION
02
INDUSTRY
BREAK-UP
RESPONDENT PROFILE
REVENUE
BREAK-UP
LEVEL
Computer Software
Internet
Telecommunications
66%29%5%
$1B
Managers
Directors
Others
Vice Presidents
CXOs
$500M - 1B
$250 - 500M
$100 - 250M
$50 - 100M
$10 - 50M
$1 - 10M
19%
58%
17%
9%
8%
8%
9%
12%
11%
9%
19%
21%
Product marketing teams
own product launch activities
62 percent of organizations we spoke with
identifed their product marketing teams as owners
of their product launch activities.
03。