Research Reports

Featured
The PMM Revenue Gap: Why Product Marketing Is Often Measured Too Late to Matter
The PMM Revenue Gap: Why Product Marketing Is Often Measured Too Late to Matter

Product marketing is often expected to drive revenue, yet its impact is hard to measure. This research reveals the real issue isn’t attribution—it’s alignment. When PMM is brought in too late, it’s limited to execution instead of shaping the strategic decisions that drive growth. High-performing organizations involve PMM earlier, turning it into a core commercialization engine that connects market insight, product strategy, and revenue outcomes.

2025 Product Marketing AI Trends Report: Why Adoption Is Rising—But Strategy Still Lags
2025 Product Marketing AI Trends Report: Why Adoption Is Rising—But Strategy Still Lags

Product marketing teams are under pressure. Headcount is shrinking. Expectations are growing. And AI is no longer a novelty, it's a necessity. We interviewed and surveyed 40 product marketing leaders across a diverse set of companies. The data reveals a discipline in flux.

2025 Product Marketing Hiring Trends Report: Why Hiring Product Marketing Leaders is Broken
2025 Product Marketing Hiring Trends Report: Why Hiring Product Marketing Leaders is Broken

To understand today’s PMM hiring challenges, Fluvio conducted a focused survey of 81 experienced PMM candidates, spanning IC to VP levels, in May 2025 — combined with our ongoing work advising product marketing teams.

The research reveals a hiring landscape defined by role ambiguity, organizational immaturity, and inefficient hiring processes. Despite increasing recognition of the importance of PMM, many companies continue to approach hiring in ways that undermine their ability to attract and retain effective PMM leaders.

Articles

Featured
Introducing Fluvio's AI Go-to-Market Service
Introducing Fluvio's AI Go-to-Market Service

Fluvio launches an AI go-to-market service offering buyer research, positioning strategy, and GTM infrastructure for AI-native companies and SaaS teams navigating the AI pivot.

The AI Go-to-Market Gap: Why the Biggest Problem in AI Isn't the Technology
The AI Go-to-Market Gap: Why the Biggest Problem in AI Isn't the Technology

AI adoption isn't following AI investment. The gap isn't a technology problem—it's a go-to-market problem, and the product marketing playbooks built for SaaS don't fit how AI products actually work. Here's why AI is flattening into commodity, why traditional GTM motions are breaking, and what AI-native and AI-pivoting companies need to do differently.

From SEO to AEO: How PMM Leaders Should Rethink Discoverability in an AI-First World
From SEO to AEO: How PMM Leaders Should Rethink Discoverability in an AI-First World

B2B buyers are increasingly starting their vendor research inside AI tools like Claude, ChatGPT and Perplexity — and how your company gets described in those answers is largely outside your control. That's the AEO challenge: unlike SEO, AI discoverability is a positioning problem, not a technical one. This piece covers how AI tools form their opinions about your company, how to audit where you stand, and what to fix.

Why Product Marketing Struggles at Startups (and It's Not Who You Hired)
Why Product Marketing Struggles at Startups (and It's Not Who You Hired)

Most startup PMM struggles aren't a talent problem — they're a conditions problem. Learn the two factors leadership controls that determine whether product marketing drives growth or stalls out.

Case Study: WP Engine
Case Study: WP Engine

Most companies have product marketing happening. Fewer have a repeatable system behind it. This case study covers how WP Engine partnered with Fluvio to build the commercialization model and GTM infrastructure needed to support scalable product launches — and how investing in team capability made the difference between a framework that gets adopted and one that sits in a deck.

Why Sentiment Analysis Matters for Product Marketing
Why Sentiment Analysis Matters for Product Marketing

Sentiment analysis is one of the most underused tools in product marketing. Most teams treat it as a brand monitoring exercise. The stronger use is as a strategic input — one that shapes positioning, informs GTM strategy, and closes the gap between how your company sees itself and how the market actually builds belief. This piece covers why it matters, how to run it, and what to do with what you find.

The PMM Revenue Gap: Why Product Marketing Is Often Measured Too Late to Matter
The PMM Revenue Gap: Why Product Marketing Is Often Measured Too Late to Matter

Product marketing is often expected to drive revenue, yet its impact is hard to measure. This research reveals the real issue isn’t attribution—it’s alignment. When PMM is brought in too late, it’s limited to execution instead of shaping the strategic decisions that drive growth. High-performing organizations involve PMM earlier, turning it into a core commercialization engine that connects market insight, product strategy, and revenue outcomes.

Fluvio and Product Marketing Alliance Expand Strategic Partnership
Fluvio and Product Marketing Alliance Expand Strategic Partnership

Fluvio and Product Marketing Alliance (PMA) are entering the next chapter of our relationship — an expanded strategic partnership designed to elevate product marketing leadership globally.

Product Marketing in a Product-Led Organization: Leading Beyond Launch
Product Marketing in a Product-Led Organization: Leading Beyond Launch

How Product Marketing leaders can align product-led PDLCs with the Fluvio GTM Model to drive strategic outcomes, upstream influence, and impact beyond launch.

Podcast: Embracing Erosion, Season 2 Episode 19
Podcast: Embracing Erosion, Season 2 Episode 19

On this episode of Embracing Erosion, Devon sits down with Chris Gaebler — a seasoned Chief Marketing Officer whose career spans leadership roles at Netscout, Kaspersky, Guardicore, Sonrai Security, and Protegrity.

2025 Fluvio Company Annual Report, Reflection & Lookahead
2025 Fluvio Company Annual Report, Reflection & Lookahead

Fluvio continued to expand its position in 2025 as the go-to partner for mid-market and enterprise technology firms looking to tackle critical go-to-market (GTM) challenges. Supported by continued expansion in mid-market and enterprise Consulting and growth in Recruiting & Talent Development services, we grew revenue for the sixth consecutive year and continued to accelerate year-over-year growth (from 7.6% in 2024 to 25.6% in 2025) reaching $2.9M in revenue.

How to Communicate Your Company Culture to Product Marketers You’re Interviewing
How to Communicate Your Company Culture to Product Marketers You’re Interviewing

Product marketers don’t evaluate “company culture” as perks or values—they evaluate it as an operating model that determines autonomy, influence, speed, and success. This article outlines 10 clear culture spectrums hiring managers can use to honestly explain how their company actually works, helping PMMs assess fit and reducing misaligned hires.

Beyond Employee Count: Why Firmographics Are Failing and What GTM Leaders Should Do Next
Beyond Employee Count: Why Firmographics Are Failing and What GTM Leaders Should Do Next

Modern go-to-market segmentation is breaking away from outdated firmographic labels like SMB, mid-market, and enterprise as AI and automation decouple scale from headcount. This article explains why GTM leaders should shift to operating-model segmentation using technographics, behavioral intent, and growth signals to build dynamic, high-accuracy ICPs that improve sales efficiency, marketing relevance, and product alignment.

Podcast: Embracing Erosion, Season 2 Episode 17
Podcast: Embracing Erosion, Season 2 Episode 17

On this episode of Embracing Erosion, Devon sits down with Molly Chapman, Senior Associate of Product Marketing at Apax Partners.

Facilitation at Scale: From Startup Chaos to Enterprise Politics
Facilitation at Scale: From Startup Chaos to Enterprise Politics

Facilitation is emerging as a critical superpower for modern product marketers, evolving from fast, informal startup alignment to complex enterprise-level orchestration. The piece highlights super and stealth facilitation, outlines the skills required at each growth stage, and shows how PMMs can drive alignment, influence decisions, and navigate cross-functional dynamics with confidence.

Podcast: Embracing Erosion, Season 2 Episode 15
Podcast: Embracing Erosion, Season 2 Episode 15

On this episode of Embracing Erosion, Devon sits down with Jason Oakley. Jason is an experienced product marketer, coach, and entrepreneur, recently recognized as a top 100 product marketing influencer.

From Experiments to Standards: How Product Marketing Teams Can Operationalize AI
From Experiments to Standards: How Product Marketing Teams Can Operationalize AI

Across most teams today, AI use is ad hoc. Everyone has their own “prompt stash” saved in a notes app or Notion doc. Some of those prompts work brilliantly; others don’t. The result? Inconsistent messaging quality, variable efficiency, and missed opportunities to learn from one another.

It’s time for product marketing leaders to bring structure to that experimentation—by standardizing how AI supports GTM work and by upskilling teams on how to think and prompt like strategists.

The Multiplier Effect: How PMM and Growth Marketing Work Together to Accelerate SaaS Growth
The Multiplier Effect: How PMM and Growth Marketing Work Together to Accelerate SaaS Growth

Learn why aligning product marketing and growth marketing unlocks faster adoption, stronger retention, and revenue growth—and why treating them as one role risks missed opportunities.

Playing to Win: Why Product Marketing Is Business Strategy
Playing to Win: Why Product Marketing Is Business Strategy

The role of product marketing runs the constant risk of being seen as tactical. The function may be equated to doing messaging, or managing the product launch process, or even doing content marketing. However, many organizations have elevated the role of product marketing to be much more strategic. It’s no longer (only) about building a new webpage, battlecard or one-pager; it’s about how to drive business growth. This is where product marketing aligns with and becomes one with business strategy.

Product Marketing Agency vs. Consultancy: Why the Embedded Model Wins in the AI Era
Product Marketing Agency vs. Consultancy: Why the Embedded Model Wins in the AI Era

Discover the difference between product marketing agencies and consultancies—why embedded consulting drives lasting impact in the AI era.

When Product Marketing and Product Management Are Not Aligned
When Product Marketing and Product Management Are Not Aligned

Misalignment between Product Management and Product Marketing slows GTM. Learn how to diagnose friction and build stronger partnerships that scale.

Podcast: Embracing Erosion, Season 2 Episode 10
Podcast: Embracing Erosion, Season 2 Episode 10

On this episode of Embracing Erosion, Devon sits down with Rebecca Shaddix. Rebecca is a seasoned product marketing leader with experience at companies like Garner Health, 15Five, and GoGuardian.

Podcast: Embracing Erosion, Season 2 Episode 10
Podcast: Embracing Erosion, Season 2 Episode 10

On this episode of Embracing Erosion, Devon sits down with marketing executive and AI advisor, Liza Adams. Liza has held senior marketing leadership roles at major companies like Smartsheet, Juniper Networks, and Pure Storage, and now helps organizations accelerate growth through applied AI strategies at GrowthPath Partners.

Market Research Best Practices: How to Run Smarter, Faster, More Actionable Studies
Market Research Best Practices: How to Run Smarter, Faster, More Actionable Studies

This article breaks down how to run smarter, faster, and more actionable market research—drawing on proven best practices and Fluvio’s own approach, including the secret weapon we always use: the research prospectus.

2025 Product Marketing AI Trends Report: Why Adoption Is Rising—But Strategy Still Lags
2025 Product Marketing AI Trends Report: Why Adoption Is Rising—But Strategy Still Lags

Product marketing teams are under pressure. Headcount is shrinking. Expectations are growing. And AI is no longer a novelty, it's a necessity. We interviewed and surveyed 40 product marketing leaders across a diverse set of companies. The data reveals a discipline in flux.

From Interviews to Impact: Turning Qualitative Research into Business Strategy
From Interviews to Impact: Turning Qualitative Research into Business Strategy

Customer interviews are one of the most powerful tools in a product marketer’s arsenal, but only if your product marketers know how to extract usable insights. Too often, interviews become a file of notes instead of a source of strategic direction.

Organizational Design: How to Unlock Strategic Impact from Product Marketing
Organizational Design: How to Unlock Strategic Impact from Product Marketing

Every day, product marketers work tirelessly to drive strategy and alignment – yet somehow, they often struggle to make their impact stick. In most cases, PMM teams don’t struggle because they lack talent or execution. Instead, they struggle because of organizational misalignment.

Fluvio Ventures Invests in Winware.ai and Webless.ai, Pioneering the Future of Digital Interaction
Fluvio Ventures Invests in Winware.ai and Webless.ai, Pioneering the Future of Digital Interaction

At Fluvio Ventures, we are committed to supporting visionary companies that embrace disruption and redefine technology's role in our lives. Today, we are excited to announce our investments in two companies that are pulling us into the future: Winware and Webless.

Scaling Product Marketing: How PMM Teams Evolve from Startup to Enterprise
Scaling Product Marketing: How PMM Teams Evolve from Startup to Enterprise

This article provides guidance for scaling product marketing thoughtfully, ensuring your company’s strategic growth is consistently supported by an evolving, effective, and well-structured PMM team.

Case Study: Verifone
Case Study: Verifone

We sat down with Liz Urheim, CMO, and Heather Hooks, VP of Product Marketing & Enablement, to get their thoughts on Fluvio’s work with Verifone.  

Previous Articles

Featured
The Hidden Costs of Poor Positioning
The Hidden Costs of Poor Positioning

Whether it’s brand positioning, a product launch, or AMB campaigns, creating a solid foundation keeps the tower from toppling. In this article, we explore what happens in the first 18 months in this scenario.

Podcast: Embracing Erosion, Season 2 Episode 7
Podcast: Embracing Erosion, Season 2 Episode 7

On this episode of Embracing Erosion, Devon sits down with Rahim Kaba, the VP Analyst at Gartner, focused on the product marketing discipline.

Podcast: Embracing Erosion, Season 2 Episode 6
Podcast: Embracing Erosion, Season 2 Episode 6

On this episode of Embracing Erosion, Devon sits down with Karen Budell, CMO of Totango, an enterprise leader in customer success software. Karen was also named one of Pavilion’s “50 CMOs to Watch.”

Don't Sleep on Potential: How to Evaluate Core Competencies When Hiring Product Marketers
Don't Sleep on Potential: How to Evaluate Core Competencies When Hiring Product Marketers

How do you spot those high-potential candidates who might not check all the traditional boxes? Here are five often-overlooked competencies that signal someone could thrive in a PMM role, even if they’ve never had the title.

Zoom In to Stand Out: How Positioning and Messaging Clarify What Makes You Different
Zoom In to Stand Out: How Positioning and Messaging Clarify What Makes You Different

This post illustrates how positioning and messaging deliver on the cumulative value of the Fluvio GTM Framework. We’ll look at the ultimate impact, the prerequisites for success, and some practical advice on developing them as a cross-functional muscle in your launches.

Introducing Fluvio Pathways: Elevating Your Product Marketing Team’s Impact
Introducing Fluvio Pathways: Elevating Your Product Marketing Team’s Impact

Pathways is Fluvio’s new hands-on product marketing training program. It’s designed for product marketing leaders who want to uplevel their team’s knowledge and effectiveness. Our three-part curriculum is centered around our GTM Model, and focuses on Inbound, Outbound, and Accelerator frameworks.

Fluvio Workshops: What to Expect and Why They Work
Fluvio Workshops: What to Expect and Why They Work

Startups move fast—priorities shift, products evolve, and the market struggles to keep up. Without clarity and alignment, growth stalls. That’s why we created two workshops designed to bring focus and momentum to your go-to-market strategy.

How to Build a Reliable Case Study Pipeline with Customer Data
How to Build a Reliable Case Study Pipeline with Customer Data

In this post, we’ll break down a data-driven approach to generating a high volume of impactful case studies in a way that flows hand-in-hand with your revenue and customer success partners.

5 Recommendations to Help Attentive Leaders Align on Product Launches (Plus 3 Free Templates)
5 Recommendations to Help Attentive Leaders Align on Product Launches (Plus 3 Free Templates)

For any high-growth company, an effective go-to-market (GTM) strategy is essential. Attentive, a leader in personalized messaging solutions, recognized the need to refine their GTM process to improve efficiency, accountability, and cross-functional alignment. Fluvio stepped in with a structured framework designed to enhance communication, streamline execution, and ensure successful product launches.

Mastering the Software Launch Process: Part 4
Mastering the Software Launch Process: Part 4

A great product launch isn’t just about getting a feature out the door—it’s about ensuring it delivers real value to customers and drives the desired business impact. In the fourth and final installment of Mastering the Soft Launch Process, we’ll focus on what happens after launch—how to measure success, gather insights, and refine your approach for future releases.

Introducing The Fluvio Job Board, a Curated Platform for Elite PMM Talent & Hiring Managers
Introducing The Fluvio Job Board, a Curated Platform for Elite PMM Talent & Hiring Managers

Today marks an exciting milestone for Fluvio as we expand our offerings with the launch of the Fluvio Job Board, a curated platform exclusively for product marketing professionals and companies that value their expertise.

Mastering the Software Launch Process: Part 3
Mastering the Software Launch Process: Part 3

In Part 3 of Mastering the Soft Launch Process, we’ll talk about documenting a robust launch plan, creating a diverse range of assets, and enabling internal and external teams.

2024 Fluvio Company Annual Report, Reflection & Lookahead
2024 Fluvio Company Annual Report, Reflection & Lookahead

Despite a muted tech industry throughout 2024, Fluvio seized the opportunity to expand our services and address the most pressing go-to-market (GTM) challenges for mid-market and enterprise clients. These efforts culminated in a historically strong fourth quarter, propelling us to grow revenue for the fifth consecutive year and reaccelerating YoY growth from 3% in 2023 to 7.6% in 2024.

Mastering the Software Launch Process: Part 2
Mastering the Software Launch Process: Part 2

In Part 1 of Master the Software Launch Process, we talked about assembling a cross-functional team, defining release ties, and setting lifecycle stages. Now, with those components in place, our client proceeded to define critical launch cadence components. Read on to learn more about the importance of realistic timelines, structured meetings, and open communication.

Balancing Expertise and Self-Doubt: Overcoming Imposter Syndrome
Balancing Expertise and Self-Doubt: Overcoming Imposter Syndrome

Product marketing leaders are often seen as the ones with all the answers. Especially in my role as a consultant, there's pressure to be the expert in every aspect of product marketing. Even with deep experience, I've felt the creeping sense that I'm somehow unqualified and out of my depth when facing unfamiliar territory – the feeling more commonly known as imposter syndrome.

Podcast: Embracing Erosion, Episode 46
Podcast: Embracing Erosion, Episode 46

On this episode of Embracing Erosion, Devon sits down with Cody Bender, Chief Product Officer at Boardable, to explore how his diverse experience across multiple industries has equipped him to innovate in the nonprofit tech space.

Adapting Your GTM Process to Make the Most of Acquisitions
Adapting Your GTM Process to Make the Most of Acquisitions

For both new and experienced product marketers, developing the instincts and skills to manage acquisitions depends upon the vicissitudes of your company’s acquisition strategy – and the ebb and flow of the M&A market. In this article, we share some of the typical challenges you may face and offer tips to help you use components of a repeatable go-to-market (GTM) process to manage the approaching tsunami, while helping your company realize the value of the acquisition.

Podcast: Embracing Erosion, Episode 45
Podcast: Embracing Erosion, Episode 45

On this episode of Embracing Erosion, Devon chats with Layne Cox, the CMO of Union and multi-time unicorn company marketing leader (Slice, Ibotta, Grubhub).

How to Build an ROI Calculator for B2B Marketing
How to Build an ROI Calculator for B2B Marketing

A big part of the job of your product marketing (PMM) team is helping the Go-to-Market (GTM) teams show the business value of your solution. There are several ways to do this, including customer case studies and strong reviews on third-party review sites, like G2 and Capterra. Another way is to show quantified value in the form of Return on Investment (ROI) using an ROI Calculator.

Podcast: Embracing Erosion, Episode 43
Podcast: Embracing Erosion, Episode 43

On this episode of Embracing Erosion, Devon chats with Alex Pattis, the General Partner of Riverside Ventures and founding team member of Hampton.

Podcast: Embracing Erosion, Episode 42
Podcast: Embracing Erosion, Episode 42

On this episode of Embracing Erosion, Devon chats with friend of the pod and Ignition CEO, Derek Osgood. They discuss the launch of Ignition 2.0, updates to their GTM strategy, and the state of B2B software. Enjoy!

Podcast: Embracing Erosion, Episode 41
Podcast: Embracing Erosion, Episode 41

On this episode of Embracing Erosion, Devon chats with Amanda Groves, the VP of Product Marketing at Enable and one of Sharebird’s Top 100 Product Marketing Leaders in 2022 and 2023.

The Generative AI Playbook for Product Marketing
The Generative AI Playbook for Product Marketing

While AI tooling is taking the world by storm, AI usage is still nascent in the field of product marketing. AI tools are underutilized by PMMs; with only 53.6% of product marketers indicating they’re using AI tools to enhance their product marketing strategies. Let’s take a look at how product marketers can begin leveraging AI tools now and in the future. 

Podcast: Embracing Erosion, Episode 40
Podcast: Embracing Erosion, Episode 40

On this episode of Embracing Erosion, Devon chats with seasoned tech CPO and GM, Scott Gaines.

Podcast: Embracing Erosion, Episode 39
Podcast: Embracing Erosion, Episode 39

On this episode of Embracing Erosion, Devon chats with Ben Slater, the Senior Vice President of Marketing at Beamery, a leading talent lifecycle management platform.

Introducing, Fluvio Recruiting & Talent Development
Introducing, Fluvio Recruiting & Talent Development

Today marks yet another exciting evolution in our firm’s history; we’re unveiling a recruiting and talent development service line, which will provide companies with a holistic solution to attract, recruit, and nurture top-tier product marketing talent.

Podcast: Embracing Erosion, Episode 38
Podcast: Embracing Erosion, Episode 38

On this episode of Embracing Erosion, Devon chats with product marketing leader and career coach, Yi Lin Pei.

A Product Marketer’s Guide to Sunsetting a Product
A Product Marketer’s Guide to Sunsetting a Product

As a product marketer, you will likely find yourself in the position of having to manage the retirement of a product or feature at some point. Like go-to-market (GTM) plans for new innovations, this process requires proper planning and strategic marketing to ensure a smooth transition for both the company and its customers. In this guide, we'll provide a list of best practices for product sunsetting.

Podcast: Embracing Erosion, Episode 37
Podcast: Embracing Erosion, Episode 37

This episode is going to be a bit unique. As a part of our new partnership with the Product Marketing Alliance, we get access to PMA’s robust dataset.

After presenting in both Austin and NYC in Q1, Devon gives Embracing Erosion listeners a peek into some of what was discussed, trends that data suggests will persist, and areas we should begin to re-evaluate as product marketing leaders in the years ahead. 

Facilitation: Product Marketing’s Overlooked “Super Skill”
Facilitation: Product Marketing’s Overlooked “Super Skill”

The ability to extract, and employ, information efficiently and effectively — often without personal expertise or experience — is facilitation: product marketing’s overlooked “super skill.”