There’s a big opportunity for category creation when a tectonic shift has elevated the importance of a particular role.

This was exactly the opportunity we had at Gainsight: the explosion of the SaaS ecosystem propelled the population of Customer Success Managers, who were now essential for driving Net Dollar Retention at most SaaS companies.

Today, the advent of LLMs has increased the focus on content, thereby positioning Product Marketers, the owners of that content, as the strategic drivers of marketing campaigns.

Derek Osgood, the CEO and Founder of Ignition, believes that Product Marketing is the new hub of Marketing teams. In this episode, we discussed:

* Why have so few big marketing tech companies been created in recent years?

* How has AI changed the way marketing teams operate, and therefore also changed the best-in-class marketing tech stack?

* What are the new best practices for Product Marketing teams?

You can listen to the conversation or else read the lightly edited transcript below. Enjoy!

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit allisonpickens.substack.com