Do You Need to Niche Down in Product Marketing?
Everyone says you should niche down. Pick an industry, specialize, and become the expert.
But what if I told you there’s a different approach?
Instead of locking yourself into an industry too soon, focus on understanding the kind of work, environment, and challenges that excite you. That’s what will lead you to a fulfilling career, not just industry specialization.
It’s Not About the Industry. It’s About the Work
I’ve always gravitated toward e-commerce and design-focused tech companies, not because I decided early on that this was my industry, but because I genuinely enjoy working on creative, consumer-driven products. But that doesn’t mean I haven’t explored other spaces.
At one point, I worked on a telematics product in the InsurTech space. I loved the product. Machine learning fascinated me, especially at a time when artificial intelligence wasn’t the mainstream force it is today. I was also deeply interested in SaaS packaging, shaping how the product was structured and priced for different customer segments.
But, despite my love for the product, I didn’t enjoy the strong sales-led go-to-market approach. That experience helped me realize that I thrive in product-led companies, where adoption is driven by the product and marketing, not by sales teams.
I’ve even developed an understanding of the type of CEO I like to work with, leaders with strong product ethics who value user satisfaction over immediate revenue gains, invest in long-term growth, and see product marketing as a strategic partner, not a support function.
These lessons weren’t tied to an industry. They were tied to how I work best.
How to Find Your Own Path (Without Getting Stuck in a Niche)
If you’re trying to figure out where you belong in product marketing, focus on these 4 areas:
1. Identify what energizes you
Instead of picking an industry first, start by figuring out what excites you about the work itself. Ask yourself:
Do I enjoy working on creative, consumer-driven products, or do I prefer technical, data-heavy products?
Do I thrive in an early-stage, fast-moving environment, or do I prefer a structured, established company?
Do I enjoy customer research and positioning, or am I more drawn to go-to-market execution?
Patterns will start to emerge.
2. Experiment early in your career
You don’t have to get it right on the first try. Try different industries, business models, and roles. Take on projects that expose you to both sales-led and product-led models, B2C and B2B, technical and creative products. Every experience will teach you something about where you thrive.
3. Develop skills that apply anywhere
Rather than hyper-focusing on an industry, focus on developing skills that are valuable across multiple spaces:
Go-to-market strategy – Can you launch a product effectively, no matter the industry?
Positioning & messaging – Can you craft compelling narratives that drive adoption?
Influencing without authority – Can you lead cross-functional teams without direct authority?
Strategic thinking – Can you balance execution with long-term vision?
When you build these core skills, industries will become less of a limitation.
4. Follow opportunities that align with your strengths
Once you know what kind of work you enjoy and where you add the most value, seek out roles that match. If you love working in product-led environments, prioritize companies that embrace that model. If you know you don’t enjoy working with large sales teams, steer away from sales-driven organizations.
Advice for Hiring Managers: Look beyond industry experience
This advice doesn’t just apply to job seekers, it’s also something hiring managers should consider.
Too often, companies over-index on product marketing candidates with direct industry experience, missing out on incredible talent with highly transferable skills. Instead of fixating on whether someone has worked in your specific industry, focus on how their approach, mindset, and experience align with your company’s way of operating.
In fact, bringing in someone from a different industry can inject fresh perspectives into your team.
When I was recruited into Nokia, I had zero experience in telecommunications. But they weren’t looking for a telco expert, they were looking for someone who understood consumer perception. At the time, Nokia wanted to position their phones as objects of desire, not just technology-packed gadgets. My experience in fashion marketing gave me exactly the perspective they needed.
This is why companies that prioritize skills over industry often win. If you’re hiring, ask yourself:
Does this candidate understand the business model we operate in (product-led vs. sales-led, B2B vs. B2C)?
Can they tell compelling stories that resonate with our audience?
Do they have a strategic mindset that will elevate the role beyond execution?
Are they adaptable and able to bring in new ways of thinking?
Hiring from within your industry might feel like a safe choice, but hiring for the right skills and mindset will get you better results.
Let the Niche Find You
Instead of stressing about finding the perfect industry, focus on what excites you about product marketing. The right industry will reveal itself over time, shaped by your interests, strengths, and experiences.
And if you’re hiring? Open the door to people from outside your industry. You might find exactly the perspective your company needs.
When you take this approach, you don’t just build a career (or a team) in an industry. You build something far more valuable: a career that actually fulfills you and teams that thrive.