How to make a career switch into product marketing (from somebody who’s done it)

Hi beautiful people,

Welcome to the birthday edition of PMP (anyone else think of the PIMP song by 50 Cent every time they read this?). Today, I'll be sharing my journey as someone who switched careers to become a product marketer some time ago. I often receive this question, and rightfully so, because being a PMM is pretty cool ;) #TotallyNotBiased

This article offers practical yet general advice for those transitioning from marketing, sales, customer success, product, analytics, consulting, or even unrelated fields to Product Marketing. Ultimately, it's our personal narratives that make us unique. So, as always, consider this article as just an inspiration, but hopefully a powerful one.

Let’s crack on.?

My brief story of switching to product marketing.

During my teenage years, I envisioned myself as a journalist. I wanted to uncover stories and host my own show. However, during my bachelor's in communications and marketing, I discovered my passion lay elsewhere. I became fascinated with the vibrant advertising campaigns of FMCG giants like Nike and Calvin Klein. Unexpectedly, I began my career at a major telecom company, starting as a project assistant focused on transformation programs. But I was always sneak peeking at what my friends in comms and marketing departments are doing, secretly hoping I could join them one day.?

Eventually, the excitement of running transformation programs waned, leading me to seek new challenges.

Amsterdam's burgeoning tech scene presented an enticing opportunity, prompting me to transition into product management for AI products before it became mainstream. This journey ultimately led me full circle, as I recognized a gap in our marketing efforts and took on the role of product marketing. Essentially creating the role for myself, I combined operational digital marketing with what we now recognize as product marketing.?

This shift allowed me to pursue my passion within the tech industry, transforming from a generic project manager with background in marketing & comms to a product marketer.

Did I envision it? Absolutely not. Bottom line - I saw an opportunity and just took my chance.?

That was my story, now let’s look at you.?

Transitioning to Product Marketing: Your journey from A to B

Product Marketing isn't rocket science. Many skills required can be acquired with passion, dedication, or repurposed from your previous experiences. It's all about understanding where you are today (your point A) and where you want to go (point B).

Product Marketing is still evolving as a profession, with fuzzy boundaries and plenty of room for forgiveness regarding your past experiences. After all, how many millennials grew up dreaming of becoming Product Marketers? Most of us stumbled into it sideways, much like my own journey. But times are changing. Gen Z might find Product Marketing as a standard course in certain universities and with more internships available.?

Additionally Product Marketers often juggle numerous responsibilities, but don't buy into the myth of being a full-stack expert. Instead, capitalise on your strengths and specialise in areas where you shine. For instance, if you're a business analyst, leverage that expertise to become a competitive intelligence specialist. If you’re coming from a more technical background, use that to your advantage and specialise in more technical products that require in-depth knowledge.

However, today's Product Marketing landscape is fiercely competitive. Your transition to Product Marketing begins with the rebranding and repositioning of yourself. This is Positioning 101 - determining where you are (Point A) and where you want to go (Point B).

When repositioning, consider whether you're making a horizontal move to correct your course without necessarily climbing the career ladder, or if you're taking a temporary step back for a bigger leap forward. And let's be real, aiming high means you've got to be a master at selling yourself. Think about the pace of your transition and what Point B looks like, what type of environment you want to be, what type of company, what type of industry and product would excite you.?

Below is your practical guide to repositioning your profile to Product Marketing:

Repositioning yourself for a career in Product Marketing

As I mentioned earlier, expecting to land a job in product marketing solely based on your current experience is a bit naive. So why not stack the odds in your favour by treating yourself as your own product and doing some product marketing work on yourself?

Have you seen this video created by Marta that went viral yet?

Before you dive into revamping your CV, take a moment to answer these key questions, just like you would if you were positioning a product:

Spoiler Alert: While it's essential to jot down your answers, the real test comes when you start sending out your CVs and attending interviews. Pay close attention to how the hiring market responds and be prepared to adjust your approach based on feedback.

This is what true PMMs do - always adapting and refining their strategies. ??

Your profile cheat sheets to help you match with PMM skills

I've had the pleasure of hiring and collaborating with product marketers who came to product marketing from diverse backgrounds. I've compiled a few notes based on the CVs I've encountered in the past. Here's how I would approach selling these non-PMM-yet profiles if I were in their shoes, trying to impress myself as a hiring manager. I am conscious that some of the descriptions might not resonate with you, and that’s okay, you can use this exercise by yourself or ask somebody who is already in Product Marketing to help you get an assessment.?

From sales professional to PMM

From marketeer to PMM

From business analyst to PMM

From customer success to PMM

From product manager to PMM:

From consultant to PMM:

Tips and resources to make the career transition easier:

Repositioning yourself and diving into the job search can feel overwhelming and challenging. To stack the odds in your favour, consider these additional tips that could give you an extra edge.?

I've distilled it down to the essentials, deliberately omitting specific courses, books, or podcasts. Why? Because becoming a Jedi master overnight simply isn't realistic. No amount of theory can substitute for getting your hands dirty.?

Bottom line? Focus on getting the job first, you will figure out the rest later. Once you land your first PMM role as part of your career transition, the best way to learn Product Marketing is by diving into real projects and matching resources to tackle them.?

Tip 1: Connect with PMMs that made the career transition from your area of expertise.?

I firmly believe that one of the quickest ways to learn is by speaking with relevant people who have already made the career switch. With a multitude of PMMs who have successfully transitioned, LinkedIn is your go-to resource for finding these profiles. You can also tap into the Product Marketing Alliance (PMA) Slack community for a quicker connection.?

Here are some profiles I've come across (or know personally) who made the leap:

• Zach Roberts ?? : Started in Sales and transitioned to PMM
• Jonathan Americo : Began his career in Product Management before moving to PMM
• Nicklaus Sy : Transitioned from FMCG B2C to B2B tech product marketing
• Eric Holland ?? : Shifted from Sales and Customer Success to Product Marketing
• Kristina Rylova : Moved from a Business Analyst role to Product Marketing
• Lucie Casamitjana : Transitioned from PR and Comms to Product Marketing?

There are many more cases out there, but the point is, if they could do it, so can you!

Tip 2: Explore the Product Marketing Alliance’s resources:

Have you heard of Product Marketing Alliance (PMA) yet? If not, you’ve just found a goldmine of knowledge! Back when I started my journey as a PMM, the PMA community wasn't around. Today, PMA offers a plethora of services. Spend some time exploring their free resources, consider investing in their Product Marketing Core course, and keep an eye out for their events hosted worldwide. They also have a Product Marketing job board, so who knows? You might find your dream transitioning role there!

P.S.: this is not a paid ad, it’s my personal recommendation.

Tip 3: Follow Product Marketing experts on LinkedIn

Like many of us, I've found immense value in following industry experts on LinkedIn. While there are countless experts out there, I've intentionally highlighted just three:

• Yi Lin Pei : Product Marketing Career Coach
• Jason Oakley 's Newsletter - PMM files: Weekly shares of great product marketing launches, perfect for learning.
• ??Harvey Lee ?? : Recently started his own coaching and mentorship program

You are your own product. One-of-a-kind.?

I’m all for destiny, but I believe even more in shaping our own path.?

Switching careers is like riding a vintage roller coaster - it's a wild ride, sometimes thrilling, sometimes nerve-wracking. But guess what? There's a whole crew of people who've hopped onto the Product Marketing wagon from different backgrounds. Reach out to these individuals and glean insights from their experiences. They are usually happy to help!?

And the good news is, you’re an incredibly unique product — a special edition, one-of-a-kind powerhouse that can bring a lot to an organisation. Give yourself a cool makeover and watch out because once you've nailed that repositioning, you're practically handing out proof-of-awesome that screams "Future Product Marketing Pro!" ??

May the PMM force be with you,

Yours,

Anna Borbotko

Hi! ?? I am Anna Borbotko. I help grow product marketing teams. ????

Product Marketing Pulse is my monthly newsletter, where I share practical product marketing tips and insights drawn from my experience. Tailored for product marketers, but valued by founders, marketers and product managers.

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All articles are edited by a talented Grace Baldwin ?? , without her magic, this newsletter won't be a blast to read!