How to Become a Product Marketing Manager

October 27, 2022
How to Become a Product Marketing Manager

If you're interested in pursuing a career in product marketing, there are a few things you need to know. This guide will examine everything you need to know about how to become a product marketing manager. We'll also discuss some of the skills that are essential for success in this career field. So, whether you're just starting out or you're looking to make a switch, read on for insights and advice for becoming a product marketing manager!

What Does a Product Marketing Manager Do?

A product marketing manager's responsibilities include being knowledgeable about their organization's products, promoting sales to the existing customer base and the general public, as well as other duties.

  • Analyzing competitors and market research
  • Converting useful product features and advantages into messaging accessible to customers
  • Collaborating with other departments to optimize sales and marketing approaches can help improve your business's bottom line.
  • Teaching the sales team about the products they sell
  • Keep track of sales and revenue
  • Developing marketing strategies to create new sales leads

What is the Average Salary for a Product Marketing Manager?

Full-time product marketing managers' salaries depend on their industry, company size, education, and experience level.

  • A typical salary in the United States is $113,784 per year.
  • Salaries can range anywhere from $32,000 per year to over $211,000.

What are the Product Marketing Manager Role Requirements

Just like any other job, there are certain requirements you'll need to meet in order to be a successful product marketing manager.


When it comes to education, there are no specific requirements for the role of a product marketing manager. However, most employers prefer candidates who have at least a bachelor's degree in marketing, communications, or a related field. In addition, candidates who have experience working in marketing or a related field will typically have an advantage over those who do not. Therefore, if you're interested in becoming a product marketing manager, consider pursuing a degree in marketing or a related field.

Training or Experience

Most employers prefer candidates who have experience working in marketing or a related field. In addition, candidates who have completed formal training in marketing or a related field will typically have an advantage over those who have not. If you don't have any formal training in marketing, consider pursuing a degree or certification in the field.

Certified Product Marketing Manager - Certificate

The Certified Product Marketing Manager (CPMM) credential is a voluntary certification that can be obtained through the American Marketing Association (AMA). To qualify for the CPMM, candidates must have at least three years of experience in product marketing and pass an exam. This certification is valid for three years and can be renewed by completing continuing education requirements.

Certified Innovation Leader - Certificate

The Certified Innovation Leader (CIL) certificate is designed for those who want to develop their skills in leading innovation within their organizations. The program starts with a four-day Innovation Leadership boot camp, which gives participants an overview of the innovation process and helps them develop a personal action plan. The boot camp is followed by six weeks of online learning, during which participants complete modules on topics such as customer insights, ideation, and business model design. Upon completion of the program, participants receive a certificate from the Institute for Large-Scale Transformation. The CIL certificate is a valuable credential for those who are looking to build their career in innovation leadership.

Skills Needed to Become a Product Marketing Manager

Now that we've gone over the education and experience requirements for a product marketing manager, let's take a look at some of the skills you'll need to succeed in this field.

Excellent Communication and Interpersonal Skills

One of the most important skills for a product marketing manager is excellent communication. Not only do they need to be able to articulate the features and benefits of a product clearly, but they also need to be able to build relationships with key stakeholders. In many cases, a product marketing manager will be responsible for setting up and leading meetings, presenting to large groups, and negotiating with customers and partners.

As such, they need to be able to handle difficult conversations in a professional and diplomatic manner. Additionally, interpersonal skills are essential for success in this role. A product marketing manager needs to be able to understand the needs and wants of customers and stakeholders, and they also need to be able to build strong relationships with them. Only by developing strong relationships can a product marketing manager hope to promote a product successfully.

Search Engine Optimization

Every product marketing manager needs a deep understanding of search engine optimization (SEO). After all, users will only be able to find your product if it ranks high in search engine results. And with the ever-changing algorithms of Google and other major search engines, keeping your product visible can be a full-time job.

To be successful, you need to stay on top of the latest trends in SEO and be willing to experiment with new tactics. You also need to be able to track your progress and effectively communicate your results to upper management. Finally, a solid understanding of SEO can help ensure that your product gets the visibility it deserves.


Sales skills are essential for product marketing managers. They need to be able to understand the needs of customers and identify potential areas of interest. They also need to be able to negotiate terms and conditions with suppliers. Furthermore, product marketing managers must build relationships with key stakeholders, such as retailers and distributors. Strong sales skills are essential for success in this role.

Project Management Skills

In order to be successful as a product marketing manager, it is essential to have strong project management skills. This means planning, executing, and tracking campaigns and initiatives effectively. The ability to set clear objectives, establish timelines, and work with cross-functional teams is essential. Additionally, product marketing managers need to be able to monitor results and course-correct them when necessary. Strong project management skills are the foundation of any successful product marketing career.

Research and Analytics

A successful product marketing manager is always working to stay ahead of the curve. They need to have their finger on the pulse of the latest trends and be able to identify new opportunities for their product. This requires a willingness to research and uncover data that can be used to inform strategic decisions.

Product marketing managers also need to be adept at using analytics to measure the performance of their products. They need to be able to track key metrics and identify areas of improvement. This analytical skillset is essential for developing a comprehensive understanding of the product and its position in the market. Without it, product marketing managers would be flying blind.

So, if you want to become a product marketing manager, hone your research and analytical skills. They will serve you well in this role.

Strategic Planning

A product marketing manager needs to be able to understand the big picture and develop a strategy that will meet the company's objectives. They also need to be able to think creatively and come up with new and innovative ideas.

Additionally, they need to have strong project management skills in order to effectively manage all of the moving parts of a product launch. And finally, they need excellent communication skills to persuade others to buy into their vision.

People Skills

According to the Bureau of Labor Statistics (BLS), people skills are most needed to become a product marketing manager. That's because product marketing managers oversee the promotion of a company's products and need to be able to communicate effectively with customers, colleagues, and other important stakeholders. A PMM also needs to be able to understand customer needs and desires and translate that into actionable marketing plans. As such, strong people skills are essential for any product marketing manager.

Soft Skills

In addition to the technical skills listed above, product marketing managers also need to have excellent people skills. This includes being able to communicate effectively, both in writing and verbally. They should also be good at handling pressure well, as product launches can often involve a lot of stress.

Day-to-Day Responsibilities of a Product Marketing Manager

The day-to-day responsibilities of a product marketing manager vary depending on the size and structure of the company. However, there are some core tasks that are essential to the role. These include:

  • Developing marketing plans and strategies
  • Overseeing the execution of marketing campaigns
  • Coordinating with other departments, such as sales, to ensure alignment
  • Creating and managing product collateral, such as brochures and website content
  • Conducting market research and analysis
  • Monitoring competitor activity
  • Creating and delivering presentations
  • Managing budgets

The roles and responsibilities of a product marketing manager are constantly evolving. As the needs of the company change, so too does the job of the product marketing manager.

Product marketing managers need to be able to wear many hats and be comfortable with change. In addition, they need to be strategic thinkers who are also able to get their hands dirty when needed. If you have these skills, then a career in product marketing might be the right fit for you.

How to Become a Product Marketing Manager

So, after all, you're in the right place, and you want to know how to become a product marketing manager. Here's what you need to know.

First, it's important to understand that there is no one-size-fits-all answer. Instead, the best way to become a product marketing manager depends on your unique skillset and experience.

That said, there are some essential skills and experience that all product marketing managers need. These include:

Pursue Education

While some people become product marketing managers with only on-the-job experience, most have pursued education and training in business, marketing, or a related field. If you want to increase your chances of becoming a product marketing manager, consider earning a degree from an accredited college or university in business administration or marketing. Alternatively, you can complete an online course or earn a certificate in product management from an accredited institution. Additionally, many professional development opportunities will help familiarize you with the latest trends and best practices regarding product marketing.

Gain Relevant Work Experience

Gaining relevant work experience can be done through internships, entry-level positions, or even volunteering. Once you have gained experience, you can apply for jobs at larger companies. However, keep in mind that competition for these jobs is fierce, so it is important to stand out from the crowd.

One way to do this is to get involved with industry associations or attend trade shows. By networking and building relationships, you can show potential employers that you are knowledgeable and passionate about product marketing.

Earn Professional Certifications

A range of certifications, such as SEO, Inbound Marketing, etc., can help you become a product marketing manager. There are many different certifications available, so it is important to choose one that is relevant to your skills and experience.

Prepare Your Resume

If you're looking to become a product marketing manager, the first step is to ensure that your resume is up to scratch. This role requires a certain set of skills and experiences, so it's important that your resume highlights these.

To start with, make sure to list any relevant experience you have in product marketing or management. If you don't have direct experience, list any other marketing experience, such as working on campaigns or managing social media accounts.

It's also important to highlight your ability to understand and analyze data, as this is a key part of the role. Be sure to include any relevant qualifications or training courses you've completed too.

Network In-Person or on Professional Social Platforms

When job hunting, remember that it's all about who you know. Expand your professional network by going to industry events or connecting with others in relevant online communities. You can also connect with potential employers on social media platforms like LinkedIn and show off your skills. Additionally, joining groups and taking part in discussions is a great way to build your network and get noticed by recruiters

Pursue the Roles You're Qualified for

When you're looking for a job, it's important to be realistic about the roles you're qualified for. Applying for jobs that are out of your reach can be frustrating and demotivating.

If you're just starting out in product marketing, look for entry-level or internship roles. Once you have gained more experience, you can then start applying for jobs that are a better fit.

Be Patient

Becoming a product marketing manager takes time and effort. It is important to be patient and keep working towards your goal. Remember to stay positive and focus on your long-term career goals.


By following the steps above, you can become a product marketing manager. Just remember to pursue education and training, gain relevant work experience, earn certifications, prepare your resume, and network with other professionals. Then, with hard work and dedication, you can achieve your career goals.

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