5 different types of Product Marketers

Product marketing requires a broad skill set. With many different competencies contributing to product launches, you need to build the right team to deliver successful campaigns. 

Although they often share the same job title - Product Marketing Manager - each role will look slightly different. No matter how senior or junior the candidate you hire is, they each have their strengths and weaknesses. In this article, we break down the five (or four) different types of Product Marketing Managers:

1. The Full-Stack Marketer
2. The Storyteller
3. The Enabler
4. The Analyst
5. The Strategist

Keep reading to learn about each, so that you can approach the market with confidence.

The myth of the “Full-Stack Product Marketer”

Ask any hiring manager what they’re looking for in a Product Marketer and you’ll hear a familiar phrase: 

“We want a Full-Stack PMM.”

It sounds great on paper. A Full-Stack Marketing Manager is someone who can do it all - from influencing the roadmap to building messaging that converts. Full-Stack PMMs drive enablement, manage product launches, and build analyst-ready decks without breaking a sweat.

The problem is that person doesn’t exist. At least, not in the way most people imagine. 

Do Full-Stack PMMs exist?

The Full-Stack Product Marketing Manager tends to be a myth. Every Marketer - no matter how senior - has their strengths and weaknesses. Some are natural storytellers, while others are process-driven operators. Some feel energized by the creative work, while others thrive on data. 

In reality, “full-stack” isn’t a job title, but an aspiration that many PMMs work towards. It's a good high-level goal to have to guide Product Marketers' learning and development plans. However, we advise employers against searching for these unicorns.

Instead, you'll find that the best talent can confidently identify their strengths and weaknesses. This allows you to build a complimentary team that can deliver a complete go-to-market strategy. 

4 types of Product Marketers

So, what's missing? When we’re recruiting for Product Marketers, certain patterns emerge again and again. We've broken them down into the different types of PMMs you might find across the market.

#1 The Storyteller

These marketers are brilliant with shaping the narrative, deciding the product positioning, and driving creative alignment. Storytellers are crucial for bringing the product to audiences and selling the narrative to customers.

#2 The Enabler

This type of marketer is the engine behind the sales team's success. They live for training, enablement decks and adoption metrics. Ultimately, they allow your Sales Reps sell better.

#3 The Analyst

Obsessed with frameworks, segmentation and market research, these marketers enable your business to make data-driven decisions. These marketing professionals help you see both the big and small picture, identifying buyer personas and how to talk to them.

#4 The Strategist

Often the most senior operator in your marketing team, such as the VP Product Marketing. These professionals work closely with the wider business to align product, marketing, and revenue. They ensure that your strategy aligns with the overall company goals.

Do you need to hire every type of Product Marketer?

To build a well-rounded product marketing team, we recommend seeking every skill set listed above. Each archetype adds huge value to a business, contributing to truly successful product marketing campaigns.

Start your recruitment journey here

Looking to grow your product marketing team? Our specialist headhunters can connect you with the hires you need. Whether you know exactly what you're looking for or need support in identifying your skills gaps, our Advise, Attract, Develop services can support your growth.