Looking to make the jump from general performance marketing to product marketing. PM has been good to me but I'm getting kinda bored with the day to day - also product seems to be where the money is at. Many colleagues that have made the jump from other areas of marketing to product seem to have taken classes or have certificates on their linkedin. Given that some courses cost upwards of $3k-$5k, are they worth it? What's the best way to migrate from one area of marketing to another? TC: $155k YoE: 5 Bay Area #marketing #productmarketing #careeradvice #growth
at l5+ our comps are pretty much the same
What is the difference? Genuine question.
Performance marketing uses channels (typically running ads of Google, Facebook, etc.) to generate revenue. Product Marketing usually builds campaigns, does sales enablement, etc. They’re SMEs on a product and work towards marketing the product by any means necessary.
@HIvf42 good description of what’s known as the “outbound” side of product marketing. Inbound focuses on understanding the market/customer needs, finding product/market fit, influencing roadmap prioritization, etc.
Check out the Product Marketing Alliance. You can get certified for a lot less than you're quoting here. That being said, I would suggest you stay in Performance Marketing -- speaking as someone who has been in PMM for a long time, I know it's also the most political and if you're not good at it, you're history. Feel free to DM me if you want though.
Agree. Pragmatic is great but doesn’t offer tangible playbooks like PMA. I’ve led PMM teams. It’s mostly politics and babysitting. Happy to hype you up on this love but want to give you a reality check, too.
Second the part about politics. I just transitioning from marketing generalist to PMM and the politics in the industry were already high, but are even moreso on the tech side.
Your ceiling will be lower with performance marketing. If you are aiming for Vp or above, at some point you should make a transition into PMM (as one option) to get closer to strategy, product and general marketing.
Try pivoting to a pm experience where you get to market a developing product. Learn how that process works- insights, data, research, tech dev, go to market… with that experience you can apply to a product marketing role
It honestly sounds like you’re either getting bored with performance or aren’t earning enough. Either way, my rec is for you to move one level up - associate > manager, manager > director, etc. Or switch industries, company sizes, etc. I’m a Demand Gen Director, so that’s my bias.
I’ve been a PMM for a few years. I think if you look at companies and teams where performance marketing is a big part of their marketing strategy then knowing that channel well can serve you. If you can showcase when you’ve used research and insights to determine how to approach your performance marketing strategy then you can position that as a transferable experience. I’m honestly not sure how much for big tech at least having a certification is going to matter. Ultimately it’s positioning your transferable skills
Yeah OP comp isn't that much greater. Yes, we work with product, but PMM doesn't get paid like PM and Eng. It's right about where your TC is now tbh.
Why? Performance marketers are sexy. Stay sexy.
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Performance marketing is more recession proof and at senior roles comp is pretty much same as PMM. Be careful with making the change if comp is leading factor for you.
Agree about the comp, but not that PM is more recession-proof. Depends on the company I guess.
Why performance is recession proof? When there’s a recession company will pull back marketing budget includes ads spend