Download the first-ever report built by PMMs, for PMMs, based on insights from over 200 working product marketers. Inside, you’ll uncover how PMMs are actually using AI today: how often, for what tasks, and which tools they rely on most. You’ll also see how AI is reshaping core responsibilities, where the real risks and limitations lie, and where the field is headed next. Plus, get real prompts and use cases straight from the people doing the work. Download this report, the first of its kind, built by PMMs, for PMMs. Based on insights from 200+ product marketers , this isn’t your typical industry report. Inside, you’ll find: How PMMs are really using AI How often and for what The tools they rely on Impact on core responsibilities Risks, limitations, and what’s next Real prompts and use cases , straight from PMMs More than data and charts, this is a no-fluff guide to help you take action, whether you’re a new PMM, a seasoned leader, or somewhere in between. You'll also receive my monthly newsletter, with occasional updates full of practical tips and insights you care about. Unsubscribe anytime. State of AI in Product Marketing 2025 Report + Guide How is AI really changing the work of PMMs?

Transform your product marketing career with specialized leadership coaching. Gain the confidence and strategic PMM skills to excel in your dream role, earn deserved promotions, and thrive as a leader. Available in 1:1 formats to take you from stuck to unstoppable. Thrive: 1-1 Leadership Coaching Program Get clarity, grow confidently, and thrive on your terms. I help you grow into senior PMM or director roles — authentically, strategically, and without burnout. Book a Free Consult See Program Details Taken and trusted by PMMs and PMM leaders at top companies such as: Does this sound familiar? You’re a high-performing PMM: smart, driven, and ambitious. But something’s off: 🔴 You’re stuck in the weeds, constantly reacting instead of leading strategy. Or worse, you’re bored and underutilized. 🔴 You’re delivering results, but not getting the recognition, visibility, or promotions you deserve. 🔴 Your manager doesn’t really get PMM, so you're navigating it solo without support. 🔴 Promotions pass you by, even when your work speaks for itself. You’re not imagining it. And you’re not alone. All of this adds up to frustration, burnout, and imposter syndrome creeping in. But deep down, you still believe in yourself: you know these challenges are solvable, and you’re ready to find a better way. Hi, I'm Yi Lin. I know exactly what it’s like to navigate product marketing without a clear roadmap - because I had to build one myself. I broke into PMM as a career switcher, an immigrant, and a woman of color, with zero tech or marketing experience and no insider connections. Early on, I faced the same struggles many PMMs do today. But rather than wait for things to change, I built my own system to prove my impact, position myself as a strategic leader, and drive real business outcomes. As a result, I went from an industry outsider to a PMM Director in just three years, without the advantages most people assume you need. In this program, I’ll share everything I’ve learned to help you break past limitations and step into a high-level IC or director role that truly aligns with your career goals and values. Success Stories Raniz Bordoloi Product Marketing Manager, Go1 As a high achiever, I used to think career growth followed an obvious, linear path: get promoted, land a higher-paying job. While those are valid goals, I realized I needed more than external success. I wanted a career that felt truly fulfilling. That’s when I sought out Yi Lin for leadership coaching. Through many insightful sessions, Yi Lin helped me gain real career clarity. I went from feeling unmotivated to discovering a direction that energizes me, one that aligns with my strengths, values, and professional goals. Beyond finding this clarity, she also guided me to excel in key areas of product marketing and set me up for success in my role with greater confidence. I couldn’t be more grateful for her coaching. If you’re looking for a coach who brings both strategic insight and deep personal support, I highly recommend working with Yi Lin!" Shannon Toe Product Marketing Manager, IBM I had the pleasure of being mentored by Yi Lin in her Thrive program. As the sole product marketer at my company, her advice and feedback was crucial in helping me excel in the role. Specifically, her guidance helped me shape my approach to product launches and go-to-market strategy. She has a wealth of knowledge to share and is truly a thought leader in the product marketing world. Thanks Yi Lin! Emily Highstreet Head of Marketing, RevenueRoll When I stepped into a Head of Marketing role at an early-stage startup, I was immediately tasked with owning positioning - something I knew was critical but didn’t have deep expertise in. I needed a thought partner to help me navigate this challenge, and a friend immediately pointed me to Yi Lin, calling her the best product marketer out there. From our first conversation, I knew I had found the right coach. Yi Lin was thoughtful, articulate, and introduced me to structured frameworks that helped me bring focus and clarity to the chaos of a fast-moving startup. Her guidance helped me bridge the product marketing knowledge gap, not just in execution but in building strategic cross-functional alignment. Working with Yi Lin has been like product marketing therapy - she’s not just an expert; she’s a true partner and support system. For anyone who is the only marketer in the organization or leading product marketing without a clear playbook, I can't recommend Yi Lin enough. Her coaching goes beyond instruction - she’s honest, supportive, and truly invested in your success. Carley (Bohnen) Stugelmayer Director of Product Marketing, A-Lign Yi Lin was instrumental in my transition from an individual contributor to a director role in product marketing. Her deep expertise helped me not only refine our PMM processes, covering product launches, positioning, and messaging, but also build the critical cross-functional relationships needed to drive impact at the director level. She provided structured frameworks that made complex challenges feel manageable and was an invaluable coach as I developed my leadership style. After working with her, I feel more confident tackling high-stakes decisions and have greater clarity on my long-term career path. I’m incredibly grateful for her guidance! Allison Sands Sr Product Marketing Manager, Personio Before working with Yi Lin, I was keeping up with the pace of my role – but it always felt like I was running on fumes, not truly thriving. I kept seeing Yi Lin’s name pop up in different conversations – her insights were always strategic, sharp and refreshingly practical. It felt like she was speaking to me, and I knew her coaching was exactly what I needed. Working with Yi Lin flipped the script on how I approach my career. I went from feeling reactive to intentional. I felt confident and truly in control. She provided pragmatic frameworks that made everything seem more achievable, which gave me the confidence in my ability to lead, make strategic decisions, advocate for myself – and actually enjoy the process. What sets Yi Lin apart is that she’s not just an expert in product marketing—she’s actively shaping its future. She challenges conventional thinking, pushes you outside your comfort zone, and helps you see opportunities where you might have only seen obstacles. If you’re a PMM looking to grow as a leader, sharpen your thinking, and gain clarity on your career, I can’t recommend her enough. Sara Miteva Senior Product Marketing Manager, Checkly I had the pleasure of being Yi Lin's leadership coaching client at a time that was crucial for my career growth. Through working with Yi Lin, I was able to get clear on my PMM career growth roadmap, identify my priority and craft an action plan that I was able to immediately put into action. Importantly, Yi Lin also had the right resources and answers to all of my questions and customized our coaching to fit the specific challenges I faced at each juncture - which was extremely valuable. I highly recommend Yi Lin's coaching if you are looking to level up and/or looking for more career clarity! Rita Chan Director of Product Marketing, Shiftboard Yi Lin has been an incredible career coach, guiding me through my journey in product marketing with both expertise and empathy. She has a special knack for asking the kind of thought-provoking questions that truly drive introspection and growth. Yi Lin helped me gain clarity on my ikigai - what I love, what I’m good at, and where I can add the most value. Her ability to help me connect my skills with my passions in a meaningful way has been transformative for my career direction and personal fulfillment. With her insightful approach, Yi Lin has helped me navigate career changes with clarity and confidence. I highly recommend Yi Lin for anyone looking to sharpen their career trajectory and find their professional purpose. Peter Nakamura Sr Manager, Product Marketing, Achievers Yi Lin has been a fantastic career coach and resource for me over the past year. Her depth of experience in the Product Marketing space allows her to quickly identify areas of opportunity and growth. Our work has been primarily focused on advancing my career as a PMM and she's helped me uncover new ways of thinking and approaching my career development. Yi Lin is kind and thoughtful while also being direct with her recommendations which is a rare combination! Her PMM community has also been a game changer as I get to learn about the latest in the space and connect with other brilliant PMMs. Don Atkins Senior Product Marketing Manager, Teachable As a coach, Yi Lin masterfully blends clear communication, refreshing transparency, highly specific advice, and a positive mindset. After every session, I can better see the bigger picture, walk away with clear next steps, and--not to be underestimated--benefit from much-needed emotional guidance. Yi Lin’s effectiveness as a coach derives from a truly unique point of view informed firstly by her background as a career pivoter, which provides her with a deep well of empathy for people of diverse backgrounds who often experience myriad challenges on their journey; and secondly, her varied interests and backgrounds as an artist, consultant, and someone who has lived in many places, all of which make her keenly observant of people’s specific needs and superpowers. I can’t recommend her highly enough, no matter your background. Find More on LinkedIn (Recommendations Section) My Coaching Approach 3. Expand Influence Career growth is not just about execution - it requires influence and leadership. In parallel, we will focus on: Developing your executive presence to cultivate your skills as a people leader. Expanding your circle of influence to gain visibility, sponsorship, and recognition from leadership. Helping you develop authentic leadership strategies to navigate challenges with confidence and inspire those around you. 2. Build Confidence Once you have a clear direction, we’ll pinpoint and close the skill gaps holding you back from your goals. This includes: Hands-on coaching and structured playbooks to master key PMM competencies like GTM launches, positioning, messaging, and stakeholder alignment. Shifting from the tactical to strategic by developing a business strategist mindset, mastering PMM strategy setting, and leading high-impact initiatives. Building leadership capabilities through team strategy development and identifying opportunities for people management and career growth. 1. Get Clarity Before accelerating your career, you need a clear roadmap. Together, we will: Define your career goals aligned with your strength, values, and purpose, whether that’s a promotion, finding a lateral move, or building confidence in your current position. Map out an actionable plan, by breaking down your goals into quarterly and monthly objectives to ensure focus and progress. Ensure your actions are aligned with company and personal priorities so you are positioned for strategic impact, not just execution. While this framework provides a strong foundation, every engagement is customized . Our sessions will focus on what’s most pressing for you based on your role, challenges, and career aspirations. Allison Sands Sr Product Marketing Manager, Personio Working with Yi Lin flipped the script on how I approach my career. I went from feeling reactive to intentional. I felt confident and truly in control. She provided pragmatic frameworks that made everything seem more achievable, which gave me the confidence in my ability to lead, make strategic decisions, advocate for myself – and actually enjoy the process. What sets Yi Lin apart is that she’s not just an expert in product marketing—she’s actively shaping its future. She challenges conventional thinking, pushes you outside your comfort zone, and helps you see opportunities where you might have only seen obstacles. If you’re a PMM looking to grow as a leader, sharpen your thinking, and gain clarity on your career, I can’t recommend her enough. Step 3: Ongoing Coaching & Hands-On Support Through our regular coaching calls, we’ll tackle everything from strategic advice and tactical PMM execution to leadership coaching topics - whatever comes your way. I’ll be there to guide, challenge, and support you as you progress. 3 Step 2: Initial Strategy Call During our first coaching session, we’ll dive deep into your intake responses to create a personalized roadmap for your growth. We’ll outline your specific leadership goals and define exactly how we’ll get there together through the program. 2 Step 1: Onboarding & Intake The moment we commit to working together, you’ll receive a comprehensive onboarding email and a targeted intake exercise. This ensures I understand your background, challenges, and goals upfront—so we hit the ground running from day one. 1 How It Works Continuous Support Between Sessions You’ll have unlimited access to me via email and Slack between sessions. You’ll also gain entry to live masterclasses and an exclusive PMM community, so you’re never alone in your journey. Program Details & Pricing 4 Month Package 6 hourly coaching sessions Unlimited email/messaging support between sessions Access to exclusive templates & guides Access to a private community with masterclasses, peer connections, and real time Q/A Investment $3,000 all in (payment plans available) Get company sponsorship. Learn How Schedule a Discovery Call 8 Month Package 12 hourly coaching sessions Unlimited email/messaging support between sessions Access to exclusive templates & guides Access to private community with masterclasses, peers connections, and real time Q/A Investment $5,000 all in (save 17%) (payment plans available) Get company sponsorship. Learn How Schedule a Discovery Call FAQs Who are you and why should I trust you? Hi I am Yi Lin - I’m a PMM leader turned career coach who has lived through the challenges you’re facing and is uniquely positioned to help you. You certainly don’t have to trust me, but these are the reasons why clients have chosen to work with me: I’ve been in your shoes. I started as a complete newbie to tech and product marketing and worked my way up to Director in just three years. I understand the imposter syndrome, the steep learning curve, and the pressure to deliver quickly in a new role, especially as a career switcher. I’ve been there, and I’ve built a proven system to help you succeed. Real-world expertise from an award-winning PMM leader. I’ve built and led three product marketing teams from scratch at startups and major tech companies (Autodesk, Teachable, and more). I don’t just teach theory - I help you think, communicate, and lead like a top PMM. A trusted industry voice. I’ve been recognized as a Top 5 PMM Coach by PMA, a Top 25 Marketing Voice by Exit 5, and have built a 27K+ LinkedIn audience over four years. My frameworks are widely used and shared by top PMMs. I understand the challenges of underrepresented professionals. As an immigrant and woman of color with no connections or priveliege, I’ve faced challenges others haven’t - and I’m deeply committed to helping more professionals thrive, break barriers, and accelerate their careers. Who is this program for? Thrive is built for mid-career PMMs (from Manager level, Sr Manager level to Director level), ready to transition from execution to strategic leadership. Whether you're: Struggling to master key PMM skills like sales enablement, positioning, messaging, pricing, or launches, Looking to gain visibility and establish yourself as a strategic leader, Stepping into a leadership role for the first time, or Preparing for your next promotion, Thrive provides the structured frameworks, expert coaching, and supportive community to help you achieve your goals with confidence. How is Thrive different from other leadership coaching program or coaches? Most leadership programs are too broad - they focus on generic management principles that don’t address the specific challenges PMMs face. Or they are in a group setting only where you do not get dedicated 1-1 feedback. Thrive is a personalized program built exclusively for product marketers, combining: Hands-on PMM coaching to refine your strategy, execution, and stakeholder influence. Leadership coaching to develop executive presence and strategic thinking. A strong PMM community to exchange insights, learn from others, and grow your network. Proven playbooks tailored to product marketing career growth - so you’re not just learning, you’re applying. How much time should I dedicate to this? Thrive is designed for busy PMMs. The program is structured to provide high-impact sessions, practical takeaways, and on-demand support so you can immediately apply what you learn without adding unnecessary workload. Can I get my company to sponsor this? Many clients have successfully secured employer sponsorship using their Learning and Development budget. I provide guidance on how to position the request (and whether getting sponsorship is right for you) - check it out here . What kind of group workshops can I expect? I host of variety of group workshops and networking events. These typically last around 1 hour and are geared around specific career growth and leadership topics. I’ve brought on experts from top tech companies like Clari, Square, and more. We host IRL events from time to time, mostly in NYC. Can you tell me more about your client community? When you start working with me, you’ll instantly gain access to my private Slack community of supportive product marketers and leaders. Our Slack is active daily with Q&A, referral opportunities, resources, memes, and more! You’ll be able to directly network with dozens of product marketing professionals who you can share your wins and challenges with. Ready to elevate your career? Schedule a Free Consult

At Courageous Careers, I help ambitious PMMs land and thrive in their dream jobs, and help PMM leaders turn chaos into clarity, strategy, and results. Product Marketing Coaching and Advising Get unstuck, grow with confidence, and lead with impact. I help ambitious PMMs land and thrive in their dream jobs, and PMM leaders turn chaos into clarity, strategy, and results. Book a Free Consult See Services As heard on : Recognitions: Hi, I’m Yi Lin Pei, 3x PMM leader, mom of two, and founder of Courageous Careers. Product marketing demands clarity, strategy, and influence, yet most PMMs are left guessing, juggling unclear expectations and contradictory advice. If you’re here, you might be facing one of these challenges: You’ve stepped into a new PMM or leadership role , and imposter syndrome is creeping in. You’re leading a team and want to uplevel your team performance, drive meaningful impact, and successfully tackle high-stakes projects in an ever-changing environment. You’re in a competitive job market and struggling to stand out and land the right role. Sound familiar? You’re not alone, and you’re in the right place. I’ve helped 200+ product marketers and dozens of leaders reach their career goals and drive business impact with all the confidence and none of the burnout. So, let’s get you unstuck and moving forward. I’ve supported 200+ clients at companies including: Ebun Onagoruwa Senior Vice President of Brand & Product Marketing “As a product marketing leader stepping into a new org, I was looking for a trusted thought partner, someone who could challenge my thinking . Yi Lin was exactly that. She’s a steady, strategic presence with sharp instincts and no patience for fluff, equally effective in navigating org design, go-to-market strategy, launch excellence, and the day-to-day realities of leading a large team. She brought valuable frameworks, and as a respected voice in the broader product marketing community, her published work gave me a helpful external lens to pressure-test our approach. Yi Lin is incredibly responsive, curious, a natural problem-solver, and always willing to help. What sets her apart is her ability to cut through noise, surface core issues quickly, and offer practical, high-leverage advice grounded in real-world experience. Her input helped me move faster and lead with greater clarity. I highly recommend working with Yi Lin." Here is how I can help: 1-1 Coaching Services Get the most personalized support at every critical stage of your PMM journey. Best for: PMMs at all career stages Explore the program that fits you best: Land Your Dream Job Ace Your New Job Thrive in Your Career Group Job Search Program Land your dream job without the 1:1 price tag. This course combines a proven job search system, monthly group coaching, and a vibrant community. Best for: New & mid-career PMMs Learn More Advising and Consulting Get 1:1 strategic advising, team training, or embedded fractional support to scale your team’s impact. Best for: Heads of product marketing and marketing leaders Learn More What clients say about working with me: Angie Ennamorato Product Marketing Manager, Deepki Going from a team of product marketers to a tech startup’s first dedicated PMM role was a big transition for me. I knew I needed help in my new role from someone who had done something similar to navigate my role successfully. Yi Lin brought in amazing qualities as a coach—perspective, wisdom, and empathy (to name a few)—that propelled me to a new phase of my career and job where I felt empowered to tackle opportunities and challenges. I would strongly recommend her to other product marketers who want to learn how to grow in their PMM careers, harnessing the value of their experience in a new environment. Maryann Akinboyewa Principal Product Marketing Manager, Hubspot Yi Lin provided support and guidance every step of my job search journey. She broke down exactly what to expect and how to best approach each stage of the interview process. There is no fluff with Yi Lin as she offered practical career advice that can be implemented immediately. Yiwen Xu Staff Product Marketing Manager, Docker With Yi Lin's program, I went from not receiving any interviews to finally reaching the hiring manager rounds and final rounds and eventually securing my dream role as Staff Product Marketing Manager. I highly recommend enrolling in her program. You won’t regret it! Robin Yee Product Marketing Manager, SafeSend As an underdog in this competitive market, I needed a coach who truly understood product marketing inside and out, and Yi Lin was that and more. She helped me sharpen my positioning, refine my storytelling, and target the right opportunities, ultimately leading to my job offer in just three months . But beyond strategy, she believed in me when I was in doubt, pushing me to show up with confidence. What differentiates her is her world-class product marketing knowledge, and her unmatched ability to break down what actually works in today’s job market. I came out of this experience not just with a new role, but as a stronger PMM. If you get the chance to learn from Yi Lin, take it. You won’t find a better mentor or coach. Raniz Bordoloi Product Marketing Manager, Go1 As a high achiever, I used to think career growth followed an obvious, linear path: get promoted, land a higher-paying job. While those are valid goals, I realized I needed more than external success. I wanted a career that felt truly fulfilling. That’s when I sought out Yi Lin for leadership coaching. Through many insightful sessions, Yi Lin helped me gain real career clarity. I went from feeling unmotivated to discovering a direction that energizes me , one that aligns with my strengths, values, and professional goals. Beyond finding this clarity, she also guided me to excel in key areas of product marketing and set me up for success in my role with greater confidence. I couldn’t be more grateful for her coaching! Peter Nakamura Sr Product Marketing Manager, Achievers Yi Lin has been a fantastic career coach and resource for me over the past year. Her depth of experience in the Product Marketing space allows her to quickly identify areas of opportunity and growth. Our work has been primarily focused on advancing my career as a PMM and she's helped me uncover new ways of thinking and approaching my career development. Yi Lin is kind and thoughtful while also being direct with her recommendations which is a rare combination! Her PMM community has also been a game changer as I get to learn about the latest in the space and connect with other brilliant PMMs. Angelica Navarro Product Marketing Manager, Scorpion In Yi Lin's program, I got a wealth of incredible resources to help me interview well, ask the right questions, and ace interview assignments. With hard work and help from Yi Lin, I landed a role that feels like the RIGHT role for me and is also a bump in title! Yi Lin and her community of fellow PMMs were there for me through every step of my journey. I felt seen, heard, and supported—on the days when I was feeling not-so-great, I never felt alone. I can't recommend her program enough! Stephanie Watshon Product Marketing Manager, Deloitte Yi Lin is an incredible career coach. She can help you identify your dream job, apply and interview for it, and then coach and develop yourself professionally once you’ve landed it. Her clients have the opportunity to collaborate and network with each other, and she’s built a strong and supportive PMM community around her business. With Yi Lin’s program, I accepted an offer within only one month of job hunting. I couldn’t recommend working with her more! Carley (Bohnen) Stugelmayer Director of Product Marketing, A-Lign Yi Lin was instrumental in my transition from an individual contributor to a director role in product marketing. Her deep expertise helped me not only refine our PMM processes, covering product launches, positioning, and messaging, but also build the critical cross-functional relationships needed to drive impact at the director level. After working with her, I feel more confident tackling high-stakes decisions and have greater clarity on my long-term career path. I’m incredibly grateful for her guidance! Allison Sands Sr Product Marketing Manager, Personio Working with Yi Lin flipped the script on how I approached my career. I went from feeling reactive to intentional. I felt confident and truly in control. She provided pragmatic frameworks that made everything seem more achievable, which gave me the confidence in my ability to lead, make strategic decisions, advocate for myself – and actually enjoy the process. What sets Yi Lin apart is that she’s not just an expert in product marketing—she’s actively shaping its future. She challenges conventional thinking, pushes you outside your comfort zone, and helps you see opportunities where you might have only seen obstacles. Brandon Hatter Director of Product Marketing, Weavix Yi Lin's expertise in navigating an incredibly competitive PMM job market was invaluable in my job search. Her feedback and advice is direct, but kind and was exactly what I needed to progress in interviews and truly differentiate myself amongst a sea of PMM talent. Additionally, the Courageous Careers community she has built is an amazing group of people who are eager and willing to share their time, insights, support, and connections to help one another. Working with Yi Lin was easily of the best decisions I have made and I highly recommend her to any PMM looking to take the next step in their career! Klarissa Djajalie Product Marketing Manager, UserCentric I was landing screening interviews but wasn't advancing so I joined Yi Lin's Program, and I am so glad I did! The program really helps you rethink your experience and work on your messaging and positioning for yourself, and the community is truly one of the most supportive and motivating communities of PMMs and aspiring PMMs out there. I've since landed an offer and I couldn't thank Yi Lin and the community enough for the support in the job search process and helping me find my confidence again. Khuslen Khosbayar Associate Product Marketing Manager, Kong Yi Lin's program has been an incredibly enriching experience for me. Though I initially entered the program hoping to land my next role (which I did!), I quickly realized that this program offered much more than just the promise of a new position , thanks to the carefully designed workshops, along with the active community she fostered. Going into my new role, I will keep in touch with the fantastic people I've met in the community! Thank you, Yi Lin, for fostering such a supportive and active community through your awesome program! Heather Ryan Director of Product Marketing, Workiva I was a multi-time founding PMM looking to transition out of startups and into a later-stage company. Four months after joining the PMM Job Search System, I landed an incredible IC Director role at a public company. Yi Lin’s program was a true turning point. I had already worked with several coaches, but none came close to the depth, clarity, and actionable guidance offered in the PMM Job Search System. It covers every step of the job search with a level of thoroughness that’s unmatched. The job market has changed, and so has the way we apply. If you’re looking for a clear roadmap to getting offers, growing within a supportive community, and making a meaningful leap in your PMM career, this is the real deal. I’ve already recommended it to several friends! Peggy Pan Head of Product Marketing, Uscreen Yi Lin helped me land a role in my dream field (even when the job market was so difficult). After my job search, I decided to continue working with Yi Lin in my new role to help me onboard. Because I value her insights, and also because I truly enjoy this meaningful coaching relationship with Yi Lin. See 70 more rave reviews on LinkedIn (Recommendations Section) Integrated and holistic I blend product marketing, strategy consulting, design thinking, and life coaching to support the whole person, not just the surface problem. Career challenges are rarely isolated, so I use an integrated, flexible toolkit to meet each client where they are. This approach comes from my own nonlinear path as an engineering consultant, marketer, founder, and coach. Real-world experience and results From B2B to B2C, PLG to sales-led, startups to global orgs, I’ve led, launched, and advised PMMs across it all. I’ve built teams, shaped positioning, and coached 200+ PMMs and leaders to thrive in their careers. I know it works because I have seen it work everywhere. Built for underdogs As an immigrant, career switcher, woman of color, and mom, I know what it’s like to lead without a map. I went from no PMM experience to Director in under three years , and now I help others do the same. Clients trust me not just for strategy, but because I get what it takes to rise up against odds. If you’re ready to turn uncertainty into results, for yourself or your team, I’d love to help. Learn More About Me What makes my approach different? Select places I've worked at: Reach your career goals with confidence and clarity. Book a Free Consult

The day that my State of AI in Product Marketing Report 2025  went live, a product marketer reached out to me*. His entire PMM team at a large SaaS company had just been laid off,  due to “AI-driven efficiencies.” Leadership believed that AI could handle product launches faster and cheaper, so they let the whole team go. And that sounds scary. Because if one company can do this, what does it mean for the rest of us? But here’s the part that’s overlooked: when I dug deeper, it became clear the team wasn’t being set up to deliver on the full potential of product marketing.  They were being used primarily as launch machines : collecting inputs, doing project management, building decks, pushing assets. In that context, it’s not surprising that leadership believed AI could take over. And honestly, if that’s all PMM is, then yes, AI might appear to be a logical replacement. But what got lost in the rush to “automate” was the point of PMM in the first place. The strategic work that PMMs do best didn’t disappear. The customer insights, positioning, GTM planning, and narrative development still needed to happen. But they just got scattered and redistributed to other teams (if at all).  Not surprisingly, the company is not doing well and is struggling to keep market share in an increasingly competitive market, failing to stand out from a sea of look-alikes and new competitors.  *Story shared with permission Over the past few months, I’ve had PMMs and leaders ask me some version of the same question:  Is AI going to replace product marketing? And honestly, I’ve never seen this level of panic before. So, instead of just sharing my own take, I went straight to the source: practicing PMMs. This report reflects insights from over 200 of you, across industries, company stages, and regions, who generously shared your experiences. Thank you. And as the report shows, and what I deeply believe, is this: The most valuable product marketers are driving business strategy.  And that is not going away. However, the role is  shifting.  Here’s what the data shows, which I have summarized into 4 key takeaways:  Takeaway 1: AI is saving time, but not replacing thinking in product marketing. Even just a year ago, PMMs were telling me they were just dabbling in AI. But that is not the case today. AI usage is now ubiquitous among PMMs, with 95% of PMMs using AI every week and 72% using it daily. PMMs report saving 2–7+ hours per week on average, with the most common use cases being: Copywriting and content repurposing Synthesizing research Generating early drafts and decks Clearly, AI is made to automate time-consuming and repetitive tasks that don’t require significant strategic trade-offs. Yet, respondents also shared that even for these tasks, AI still requires editing, brand calibration, and deep contextualization, not to mention ensuring the results are accurate and free of hallucinations. This means that while AI can save time on repetitive tasks, a level of human oversight is still necessary, even for the most basic and repetitive outputs. “Nearly all of our clients are using LLMs for copywriting or analysis, but the most advanced are experimenting with agentic tools and full content automation. We default to NotebookLM for analysis because it respects client privacy, unlike most other tools. The thing is, AI sounds polished but not human. It’s like reading a script instead of having a conversation. The best work comes from blending AI with brand personality and real human nuance, because fewer words don’t always mean better resonance. And that's what we aim to do." — Jonathan Pipek , Founder of Blue Manta Consulting (a PMM consultancy) Takeaway 2: Human judgment, strategy, and influence are the moat.  When it comes to more complex tasks that require human judgment, AI struggles. Respondents shared that the hardest tasks to replicate include cross-functional collaboration, strategy, systems-level thinking, customer insight, and creative judgment.  These are all core to high-impact PMM work,  and are what sets great PMMs apart from the rest.  If your role today consists of the full spectrum of PMM work, including gathering customer insights, setting positioning/messaging and GTM strategy, then you have a great chance to stand out by honing in on those skills. However, if what you are doing is more tactical, and coincides with what AI already does well (summarizing inputs, churning out content, executing requests), then you are at risk. As I shared at the start, some teams have already been let go under the banner of “AI-driven efficiency.” My friend Martina Lauchengco said it best: “AI now does a better job than many non-strategic PMMs, especially those who simply translate what the product team says into marketing language. I watched a VP of Product use AI to turn his own docs into collateral, and honestly, it did a superior job than their senior PMM on the team.  To me, this is the clarion call: AI is already as good as average. Only above-average or better PMMs, those who bring insight, strategy, and cross-functional influence, will remain essential.” -- Martina Launchengco , Partner at Costanoa Ventures & SVPG  Takeaway 3: Strategic PMMs are evolving into AI orchestrators Of course, alongside sharpening their strategic skills, the best PMMs are also using AI — but they’re not just dabbling. They’re building custom workflows, training GPTs on their own materials, and creating repeatable systems that scale their impact. In short, emotional intelligence, systems thinking, and adaptability remain key differentiators for the best PMMs, and those who combine these with smart AI use are setting a new bar for the role. As one of my PMM friends says, taste, polish, and judgment (the 20% craft) are becoming more valuable in a world where AI does the first 80%. Takeaway 4: Tension exists for using AI, and companies need to step up to solve it.  Lastly, let’s be real: the burden of figuring out AI shouldn’t fall entirely on individual PMMs. In the survey, 26% reported tension or confusion around AI at work, not because they don’t see the value, but because they’re navigating unclear expectations, ethical gray areas, and mixed signals from leadership. As one PMM put it: “Leadership wants AI for speed, then rejects the work as ‘AI drivel.’” What PMMs need in addition to access to tools and prompt libraries are actually guidance and clarity, specifically:  Structured training Clear team policies Shared expectations Space to experiment without fear How to thrive in the age of AI  The single biggest takeaway for me from the report is this: the PMMs most at risk of being replaced are those only doing the kind of work AI already does well: summarizing inputs, producing assets, and repeating what the product team says. That’s exactly what happened in the layoff story I shared earlier.  So how do you become more strategic? First, you have to join the right company . Because ultimately,  no matter how skilled you are, if you're not in a company that values real product marketing, then you're always going to be vulnerable. I recommend evaluating if you are in the right environment to succeed first, using this list of questions I’ve developed.  Now, assuming you are in a good place, here are tips for you to thrive as an individual:  1. Automate intentionally. Before starting to use AI for everything, break your work into parts. Use AI for speed and iteration where it helps, but own the steps that require judgment, creativity, and influence. Here’s an example of how you can break down a launch task across that spectrum: 2. Learn to prompt well   - Don’t worry if you are not building AI agents from day 1. Instead, approach learning AI using a crawl, walk, run model. Start with 2–3 reliable prompt templates that actually work (borrow some from the report!), then gradually take courses (many of them are free on LinkedIn) to learn.  3. Stay rooted in strategy, empathy, and influence. As discussed, the PMMs who grow their careers are the ones who influence stakeholders, think in systems, and keep the customer front and center. AI doesn’t do any of that. Find mentorship, coaching and projects to help you master skills in these areas.  What’s Next?  If I had it my way, every PMM would be at a company that truly gets product marketing, where insights drive strategy, AI is used responsibly, and you are empowered to do high-impact work across the full funnel. But that’s not the reality for most people. The truth is, many companies are still figuring out what product marketing even is, while chasing short-term wins and piling more execution on already-stretched teams. Strategic work gets deprioritized. AI is misunderstood. And talented PMMs are left trying to do more with less without a clear playbook. This is one of the reasons I became a PMM coach.  Over the past four years, my mission has been built around helping PMMs cut through the noise, to work smarter, not just harder. To think and operate more strategically. And to master the craft, that final 20% of clarity, taste, and good judgment that turns average work into real business impact. This is the heart of my coaching programs, built to help you land the right role , grow with confidence , and thrive as a strategic, high-impact PMM  in this changing era. If you're ready to get support to become the kind of product marketer and leader companies can't afford to lose, just book a call to get started .  We got this.

Have you ever been told to reposition a product by next Friday, without a clear brief, no research, no roadmap alignment, and barely anyone in the company even aware it’s happening? If so, you’re not alone. This happens all the time. Repositioning in product marketing gets mistaken for a simple messaging tweak when it’s really a strategic, cross-functional shift. And when that’s not understood, you wind up with missed timelines, misaligned teams, and a whole lot of unnecessary stress. I’ve seen firsthand how PMMs and their teams are thrown into these situations without support, clarity, or time. So I’m writing this guide to help you do repositioning differently – and the right way . You’ll learn: What is repositioning, and when should you do it Common mistakes in repositioning A step-by-step playbook to reposition A real-world example: how I repositioned a product for the U.S. market, and helped grow its ARR by 240% in one year Today’s newsletter is a long one, but stick with me, because it's a hugely important strategic skill for PMMs to develop. Let’s walk through how to do it right. What is repositioning, and when should you do it? Repositioning is when a company wants to change how it’s perceived in the market , usually because its current position is limiting growth, no longer relevant, or misaligned with strategic goals. It’s about answering the deeper question: What space do we want to own? You can think of it as moving where you are on a magic quadrant if you are a B2B product. This isn’t just a cosmetic change; you have to earn this move. So, when should a company actually reposition? Some common reasons are: You’re moving upmarket - For instance, you started with SMBs or self-serve customers, and now you want to win larger enterprise deals. You’re entering a new market - Maybe you’re expanding from Europe into the U.S., or launching in APAC. Different regions can have different competitive dynamics, buyer expectations, and category definitions. Your ICP has changed - Maybe your original customer base isn’t converting like they used to, or your best-fit customers now look very different. You’ve gone through a major pivot, launch, or acquisition - A big change in your product offering or company structure often creates a mismatch between how you’re perceived and what you actually offer. Just as importantly, here’s when NOT to reposition: Your company missed its quarterly numbers and wants a quick fix. Leadership is bored and wants a “refresh”. You’re chasing a new segment without fully understanding your existing one. Repositioning ≠ Rebranding One thing I want to emphasize is the difference between repositioning and rebranding. I have heard people use “repositioning” and “rebranding” interchangeably, but they’re not the same. Repositioning is the strategic shift: who you’re for, what problem you solve, and where you play in the market. Rebranding is the expression of your identity: logo, visuals, voice, and brand guidelines. They can go together, especially if the rebrand helps reinforce the repositioning. But they’re not interchangeable. A rebrand without true repositioning is just a cosmetic update. And a repositioning without any visual or verbal changes might not stick with the market. While in most cases you do them together, it doesn't always have to be the case. Check out the scenarios below. So next time your boss says, “Let’s reposition,” ask: Are we repositioning, rebranding, or both? And what are we actually trying to change? Common reasons why repositioning in product marketing fails Before we dive into what we should do, let’s address some common pitfalls. Here are the top reasons I’ve seen repositioning efforts fall apart: 1. You didn’t do sufficient research and validation Positioning should be built on INSIGHT - customer discovery, market analysis, and competitive mapping. But too often, teams skip this step or rush through it because leadership wants fast results or has established yet untested assumptions. I've heard it over and over from PMMs: “We didn’t spend enough time on validating the new target segment, and moved ahead with incomplete data, which means we didn’t realize some critical insights that would have made us position very differently.” If you don’t understand how the market sees you today and what your customers want, you’re just guessing. And that certainly won’t yield the results you’re looking for. 2. You forgot about your core customer One of the biggest risks in repositioning is chasing a new audience or segment and abandoning the customers that actually built your business. Companies are generally resource-constrained, and if you are chasing a new segment, you have to divert GTM resources to this new area… which means under-investing in the core. 3. You didn’t get internal alignment The product team is on one page, sales is on another, and marketing is off writing new copy. Meanwhile, no one agrees on the “why” behind the change, or what success even looks like. And worst of all, the product roadmap isn’t aligned with the new narrative. If the product itself doesn’t back up the story you’re telling, the market will smell the disconnect. That’s how you end up with fluffy decks and marketing jargon that don’t convert. This is a classic issue of operating in silos when doing a repositioning project. 4. You put a junior PMM in charge with no support Repositioning is a high-stakes, cross-functional effort. It requires exec alignment, clear decision-making, and real strategic judgment. But way too often, I see junior PMMs or solo ICs thrown into the deep end with no guidance, no air cover, and no power to influence product or sales. And when things don’t go well, they get blamed for it. If that’s you, it’s not your fault. But you do need to raise the flag early. This kind of project is bigger than one person, and you deserve support to make it successful. 5. You confused repositioning with rebranding I made this point above, but it’s worth restating because it happens so frequently. Someone says, “Let’s reposition,” and what follows is a visual refresh, new logo, new website, maybe a catchy new tagline. That’s rebranding . To read an in-depth story on a failed repositioning, ​check out this article​ on SurveyMonkey's attempt gone wrong. The 5-step framework for repositioning your product A successful reposition must be treated as a full GTM exercise . Below is a five-step process designed to help you succeed. Step 1: Identify business objectives Every successful repositioning starts with clarity on what you're trying to achieve. For each objective, establish clear success metrics. For example, if you're entering a new market, what market share do you expect to capture in 6 months? 12 months? Work with your manager and leadership on this to drive buy-in and alignment. Pro tip: Create a one-page brief documenting the business case for repositioning, including current state assessment, target vision, expected impact, timeline, and resource requirements. Step 2: Understand your best-fit customers This step is all about customer research. Before you can effectively reposition, you need data-driven insights about who your customers really are and what they actually care about. Key research methods to employ include win/loss analysis, customer interviews, surveys, and market sizing analysis. Once you have this research, you can accurately: Segment your target market based on validated criteria rather than assumptions Define detailed buyer personas with real insights into their priorities Map the buying committee with clarity on who influences decisions Identify their jobs-to-be-done with confidence Remember: Repositioning often means deprioritizing certain audiences to better serve others. Your research should give you the confidence to make these tough choices based on evidence, not intuition. Step 3: Determine competitive alternatives This step answers the fundamental question: "Who are we positioning against?" When you reposition, your competitive dynamics often change. The competitors you thought you were up against might not be your actual alternatives in customers’ minds. This is why determining competitive alternatives is a critical standalone step. It’s important to choose the ONE competitor that most customers compare you against. This becomes your primary reference point for differentiation, instead of positioning yourself across so many competitors or competitive categories. The output of this step should be a clear understanding of who you're positioning against, which informs how you'll articulate your differentiation in the next step. Step 4: Identify unique differentiators and create positioning and messaging This is where all the insights from steps 1-3 come together in a focused workshop setting. Rather than multiple fragmented sessions, I recommend a single, comprehensive (2-3 hour) workshop with key stakeholders from product, sales, marketing, and leadership. In this workshop, you'll: Review research insights - Share key findings from customer research and competitive analysis Complete the positioning framework - Work through these core elements: Who is our target customer? (From Step 2) What category do we play in? Who is our primary competitive alternative? (From Step 3) What are our unique capabilities? What value do those capabilities deliver? What's our evidence? Craft the core narrative - Develop a simple, compelling story that communicates your positioning The real output isn't the workshop itself; it's the formalized positioning brief that follows. This document becomes your single source of truth and should include: Positioning statement (1-2 sentences) Target audience definition Category definition Unique differentiators (3-5 points) Messaging pillars with supporting proof points This brief shouldn't just live in a PMM's documents folder. It should be socialized, referenced in planning, and used to evaluate future marketing initiatives. Everything that follows in your go-to-market should align with this brief. When I work with clients, I find that it’s not just the workshop discussions but also the formalized brief that makes positioning stick. It creates the foundation for all your messaging and becomes the reference point for the internal and external rollout in Step 5. Step 5: Implement promotional and enablement plan Execution is where most repositioning efforts succeed or fail. Going in depth on a promotional plan is outside the scope of this newsletter, but here is the overview: Internal rollout: Schedule dedicated briefings with each department Create enablement resources (battlecards, talk tracks, FAQs) Update sales presentations and establish feedback channels External rollout: Prioritize assets for updates (website, sales materials) Create a content refresh plan and customer announcement strategy Update digital presence and plan launch activities Case study highlight: How repositioning drove 240% ARR growth: JUUNOO’s US expansion story To bring this to life, I wanted to share with you a real case study of a company I advised. When JUUNOO, a European sustainable construction startup, struggled to gain traction in the US, the then Head of Product Marketing, ​Matt Benson​ , brought me in to lead a repositioning effort. Their existing messaging focused on sustainability, but that wasn’t what US buyers cared most about. Using my 5-step framework, Matt and I uncovered what did  matter: speed, minimal disruption, and ROI. Together, we Clarified business goals : Break into the US commercial real estate market and build a reliable pipeline. Interviewed target buyers : Speed of installation, not sustainability, was the key decision driver. Analyzed competitors : JUUNOO wasn’t competing with other green startups, it was up against traditional construction. Facilitated a positioning workshop : We reframed JUUNOO as “cost-effective construction for adaptable workspaces” instead of “Europe’s most sustainable wall system.” Revamped go-to-market : We focused on the most important marketing and sales assets given limited resourcing. This meant prioritizing paid ads (TOFU), a strong customer case study (MOFU), and sales talk track (BOFU) to shift focus on speed and ROI. These were the results we were able to generate within 1 year: 240% YoY ARR growth in the US 40%+ lower customer acquisition costs 140M+ media impressions (Forbes) Major increase in qualified leads 👉 Same product. New story. Wildly different results. "Repositioning the same product completely changed our growth trajectory in the U.S. The work Matt’s team led was the single most important driver of our sales acceleration." — Jon Agostino, Head of Sales, JUUNOO What’s next I hope this newsletter gave you tangible steps to approach your next positioning or repositioning project with more clarity and confidence. Whether you’re navigating a complex project or looking to level up your strategic leadership, I offer ​private 1:1 coaching to help you tackle PMM and leadership challenges with clarity and confidence. If you need more hands-on support, I also offer embedded fractional consulting and advisory services to drive execution and momentum. Curious which is best? Just hit reply, and I would be happy to chat. Here’s to your success, Yi Lin P.S. Additional ways I can help: Land your dream job — through ​1:1 coaching​ or the ​PMM Job Search System​ ​ Ramp faster ​ — if you’re starting a new role, I’ll help you onboard with confidence

In the past two issues ( issue 1 , issue 2 ), we dug into exactly how to get promoted in product marketing, so if you’re clear that moving up is what you want, those articles are a great place to start. But what if you’re not sure? What if you’re questioning whether promotion is even the right path for you?  Or maybe you’re still figuring out if product marketing is where you want to stay.  Maybe you’re just getting started and haven't even landed your first PMM role yet. If that’s where you’re at, this issue is for you. Today, we’re shifting the focus to something equally important (and often overlooked): How do you actually figure out what kind of product marketing career you want to build? We’re going to walk through: The many alternative paths to growth beyond traditional promotion A simple framework to help you design a career that fits you now, not just who you used to be And practical steps to move forward, even if you’re feeling stuck or unclear Let’s get into it. Promotion is not the only way to grow (in your product marketing career) A few years ago, I was offered a VP of Product Marketing role: $70K more in base salary, a shiny new title, and a clear step up the ladder. And I turned it down. Why? Because I realized... I didn’t actually want  to be a VP. At the time, I was a Director of PMM, and on paper, the next step was obvious: bigger title, bigger paycheck, more prestige. But when I honestly assessed what the role entailed, i.e. the nonstop stress, the constant executive politics, I knew it wasn’t the right path for me. What I really wanted was freedom . Space to breathe. Control over my time. And the chance to build something that was fully mine, where I could coach, advise, and create from a place of meaning. So I made a different kind of move:  I stepped off the ladder entirely. Because I don’t think career growth is a ladder. It’s a loop. A loop that cycles through learning, growth, mastery, harvest, and reinvention.   And when I walked away from the traditional path, I wasn’t going backwards. I was starting a new loop, bringing all my experience with me. And this wasn’t the first time I’d done that. Earlier in my career, I was a civil engineering analyst in a consulting firm. That loop ended when I realized I didn’t want to do that forever, and I took the leap of faith to start from scratch in tech.  Later, I burned out in PMM and became an artist (yep, I learned what “starving artist” really means).  And eventually, I came back into tech, stronger and clearer, by building my coaching business, and having my fractional consulting work grow alongside it. So, I want you to know this: You don’t have to stay on one track just because it’s what you’re “supposed” to do. We’re living in a time where so many paths are open. You don’t need another certification. You don’t need permission. You just need to get honest about what you want, and be willing to experiment your way into it. I’ve seen people make all kinds of courageous moves: My friend Brian  went from insurance adjuster → customer success → product marketer → strategy lead at JPMorgan. My client Robin , a music teacher with FIVE young kids (under 10!), who broke into product marketing and started her new job last week. Other clients have gone freelance, started agencies, pivoted into ops, content, biz strategy - you name it. In fact, here are  some common alternative paths you can take instead of aiming for a promotion:  It’s all possible. But the real question is: What’s right for you? That’s where most people get stuck. Not because they’re lost. But because they’ve never had the space to ask what they actually want . Or what success looks like now , not 10 years ago. So in the next section, I’ll share how to start designing your next loop. A career that fits you , not someone else’s idea of success. Let’s get into it. How to figure out your career path & take action As someone with ADHD, it’s incredibly hard for me to get clarity. I always want to do 10 things at once. I overthink. I spiral. For years, I felt stuck in indecision because I was waiting to figure out the perfect  next step before taking any action. But the biggest transformation in my career happened when I learned about design thinking . Instead of trying to solve for a perfect, linear answer, design thinking taught me to form a hypothesis , test it fast , and then take the next small step . It’s iterative, bite-sized, and rooted in actual lived experience, not fantasy. This is the exact framework I now use to help clients (and myself) navigate nonlinear, purpose-driven career loops. Here’s how it works: Step 1: Write Your Future Vision Story Not the kind of story that’s about your title, salary, or LinkedIn headline. I’m talking about your life , 2 years from now. What does it feel  like? What are you doing during the day? Who are you spending time with? How many hours are you working? What’s your energy like when you wake up? What would make you feel calm, proud, and alive? When I first did this, it was in a workshop with my friend/mentor Keiko, four years ago. I wrote about coaching people I love, empowering others to figure out their own path, traveling, spending time with my family, and not having to answer to anyone. It felt far away at the time, but writing it down gave me the courage to walk away from a path that wasn’t serving me. That story became my anchor. This is the first thing I ask my Thrive leadership clients to do, too. It cuts through the noise and brings you back to you . Step 2: Brainstorm 2–3 different paths that could get you there There’s never just one way to reach your vision. In Designing Your Life , this is called Odyssey Planning, and I love that because it gives you permission to explore. So many of us get stuck thinking there's one “correct” path. Instead, sketch out a few different ideas. For example: What if you stayed in your role but shifted focus to something you care more about (like mental health, sustainability, or accessibility)? What if you went freelance for 6 months to test consulting? What if you pitched a new role internally that’s more aligned with your superpowers? Even if the ideas feel wild or incomplete, it’s okay. You’re not choosing yet. You’re just seeing what’s possible. Step 3: Choose 1 path to prototype and take action Once you have a few paths laid out, pick the path that gives you the most energy  - not the "most correct" one or the one that looks good on paper, but the one that feels  most alive to you. Then test it with the smallest possible real action: Have a conversation with someone already doing it Shadow a friend or colleague in that space Ask your manager to let you try something new Apply for a job you're curious about Create a workshop around that idea Once you take the first small step, you can use anything you learned to then guide the next step forward.  This is how I help clients design their own courageous career path - not by overthinking, but by doing small things on purpose, iterating  and building momentum over time. If this framework resonates, here’s my invitation: What would it feel like to stop overthinking and start taking clear, confident steps - with a guide by your side? My Thrive leadership coaching program  isn’t just about getting promoted. It’s built for moments like this, when you’re ambitious, but stuck. When you know there’s something more, but need clarity, courage, and a path forward. If you’re ready to move with purpose, reach out .  I’d love to support you. That’s all for now! See you next time.  Yi Lin