If Picks and Shovels had one more chapter
I published the book in 2025. The chapter I would add now is about marketing to agents, and the part I got wrong is more interesting than the part I would add.
Read the post16 articles
Product Marketing
Articles and guides about Product Marketing
AI Marketing(2)AI Tools(1)Career(3)Career Development(1)Communication(1)Community(1)Conferences(2)Content Marketing(10)Content Strategy(10)Developer Advocacy(6)Developer Marketing(18)Developer Relations(2)Devrel(10)Digital Marketing(1)Documentation(1)Events(3)Frameworks(3)Go To Market(9)Hiring(2)Interviews(1)Leadership(9)Messaging(3)Metrics(3)Open Source(1)Picks And Shovels(2)PLG(1)Positioning(2)Prfaq(1)Product Launches(1)Product Marketing(16)Remote Work(1)ROI(1)Sales Enablement(3)Startups(3)Technical Writing(1)Training(1)Working Backwards(1)
Why PMMs are coders now
Marketing is communication. Apps are how you communicate at scale to a team that is never in the same room. Three I built, and the one rule that decides whether it was worth it.
Read the post
Mastering the PMM interview
An LLM can now generate every artifact a take-home test used to measure, with extraordinary detail and high accuracy. So what is the product marketing interview now?
Read the post
Developer marketing needs pi-shaped marketers
T-shaped worked when one deep skill plus cross-training was enough. With unlimited tokens and shrinking headcount, a marketer can genuinely excel at more than one thing, and in developer marketing the second leg is coding.
Read the post
The first marketing hire survival guide
You were hired to do marketing. The job is actually to work out whether the company is in customer discovery or customer creation, because everything you do next depends on which one it is.
Read the post
Everything is cheap
When it costs almost nothing to build something, you start to devalue your own time. I built my own Granola for no reason at all. Knowing which builds are worth it is the skill that matters now.
Read the post
How marketing supports the PRFAQ process
An LLM can produce a flawless PRFAQ in about ninety seconds. The value of the exercise sits in the argument your organization has about who it is fighting for, and that argument still costs something.
Read the post
Is PMM going to survive the AI reckoning?
The role will survive. Most of the people currently in it might not. Not because AI is good at product marketing, but because the essence of the job was never the artifacts.
Read the post
How to identify your Ideal Customer Profile (ICP), and why that's not good enough
Many of the Founders I work with spend day and night obsessing over their Ideal Customer Profile (ICP). The ICP is a deep understanding of who your best current customers are, and, as the logic goes, ...
Read the post
What is solution marketing and why should you care?
Plus, seven tactics to implement solution marketing on your team.
Read the post
Seven steps to get great customer feedback
Staying close to your customers and routinely obtaining quality, actionable feedback is essential oxygen for your business. Everyone in the organization is responsible for constantly listening to cust...
Read the post
How to build an effective sales enablement strategy for early-stage startups
Sales Enablement is the goals/metrics, content, and accountability measures put in place to ensure that your sales team is armed with everything they need to most effectively do their jobs. In this po...
Read the post
How to write a go-to-market plan
You've built your market requirements document and your growth plan. Now you need to build your go-to-market plan. What elements go into a solid go-to-market plan? I am a big fan of the "write it down...
Read the post
How to write a Market Requirements Document (MRD)
The MRD is the principle product strategy document. It is primarily accompanied by the Product Requirements Document (PRD). Sometimes, companies skip the MRD and PRD and go straight to listing out fea...
Read the post
What does Product Marketing do?
The ringleaders of the circus
Read the post
Three steps to a perfect product name
Product naming can be one of the most infuriating and most creative exercises one can go through in a company. As a Developer Product Marketing Manager, you are the ringleader of the circus, but you a...
Read the post