The Rise of Product Marketing in Europe

Why PMMs are increasingly in demand across the region

A little life update*: I've recently moved back to consulting and, I have to say, the vibes are good.

I was hoping they would be, given the growing buzz on Twitter and LinkedIn about the need for Europe to step up to the occasion (I’m based in London). But it feels like the rumours might be true. Tech in Europe is having a moment.

To understand this, we need to look at what’s happening outside of our bubble.

With US foreign policy shifting to a more cautious stance on Ukraine and global security, European leaders are recognising that the region may be more on its own in the long run. And while the back and forth over Brexit has dominated the past decade, it’s becoming clear that the UK and Europe might actually be better off working together, given the lack of stronger natural alliances for either.

In the tech world, this broader geopolitical shift has triggered some overdue introspection. Compared to our friends across the Atlantic, European tech has long lagged behind. Not just in ambition, but in infrastructure. The rise of AI and other foundational technologies has exposed just how dependent we are on American platforms, tools, and standards. That’s not sustainable - nor acceptable - especially given the talent we have here and the need for Europe to stay competitive with both the US and emerging economies.

Much has been written about how European founders can play catch-up. But I’m keen to talk about what this means for product marketing. Because if European tech is serious about reaching the success levels of Silicon Valley, it must get serious about product marketing too.

The Rise of Product Marketing in Europe

Demand for product marketers in Europe has surged in recent years. I’d trace it back to the last major tech shift: Covid. That period saw a decade’s worth of digital transformation happen in just a few months. A new generation of European tech companies grew incredibly quickly. And as they did, founders started to look at what had been driving success in the US. Including a somewhat nascent discipline called product marketing.

Since then, we’ve seen PMMs in Europe evolve from being the ‘all things marketing person’, to the ‘launch person’, to something closer to what’s been established for years in the US. Founders and CMOs across the region are starting to appreciate the strategic value of product marketing. The perception of PMM as more than just launches and battlecards is finally landing. That’s great news - and it’s overdue. But there’s still work to do.

Here are a few observations from my time working in this space.

1. We’re still behind the US in terms of maturity

This isn’t surprising. It reflects the broader maturity gap across the region’s tech ecosystem.

Great product marketing depends on proximity to great product teams. And in Europe, we’re only just starting to see the kind of product depth that lets PMMs do their best work.

Because Europe has fewer massive, fast-growing tech companies than the US, there have been fewer opportunities for PMMs to build their craft in high-performing teams. It’s a numbers game. But we’re getting there.

2. PMM is still misunderstood and underutilised

Awareness is improving, but many companies still underestimate what product marketing can do.

Too often, PMMs are brought in late or hired with a narrow brief. Positioning. Messaging. Customer insight. Strategic direction. These are all within scope when PMM is set up right, but that message hasn’t fully landed yet.

The companies that unlock the full value of product marketing will have a genuine competitive edge in the long run.

3. Demand is outpacing supply

Hiring great PMMs is hard right now. But that’s a good problem to have.

It shows how quickly the market is evolving. Product marketing is no longer a late-stage add-on. It’s becoming foundational.

New tech trends are accelerating that shift. AI, cybersecurity, fintech, and SaaS are producing more specialised products that need thoughtful positioning and strong education. The need for strategic PMM work is only going to increase.

A big opportunity

This is an incredibly exciting time to be a PMM in Europe.

If you're experienced and considering your next move, I’d love to have a chat. I’m working with some brilliant companies who are hiring. And if you’re a founder starting to feel the product marketing itch, I’m happy to walk you through what’s happening in the market at the moment.

Europe is at an inflection point, and product marketers have a real opportunity to help shape its future. The UK, Amsterdam, and Paris have become key PMM hubs. And new communities are starting to take root in Copenhagen, Lisbon, and beyond. European PMMs often bring a scrappy, adaptable mindset born out of necessity, and that’s becoming a superpower when combined with the more strategic direction the discipline is heading in.

With the right investment and focus, product marketing can become one of the defining levers of Europe’s tech success over the next decade.

It’s a bit exciting, isn’t it?

(*I’ll be writing more about this as I build out The Product Marketer’s consulting business over the coming months. Please feel free to forward this newsletter to any founders or marketing leaders who might be looking to up their product marketing game.)