{"id":637403,"date":"2026-05-13T16:12:05","date_gmt":"2026-05-13T16:12:05","guid":{"rendered":"https:\/\/userpilot.com\/blog\/?p=637403"},"modified":"2026-05-13T16:12:05","modified_gmt":"2026-05-13T16:12:05","slug":"product-marketing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/product-marketing\/","title":{"rendered":"Product Marketing for 2026 PLG: How to Get AI-Fluent and Build a User Lifecycle Strategy"},"content":{"rendered":"<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product marketers have always treaded the line between marketing and product teams. Now the line seems to have vanished. With PLG thriving in SaaS and AI fluency being in every job description, responsibilities and roles are blurring.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">It\u2019s easy to feel lost. After all, how to be a good <\/span><a href=\"https:\/\/userpilot.com\/blog\/category\/product-marketing\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">product marketing<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> manager when feature shipping velocity keeps accelerating, and buyers expect an increasingly easier and more delightful experience? Or, worse yet, they claim they can vibe-code the exact copy of a product for which you spent hours planning a go-to-market strategy faster than you get your supervisors to accept your launch plan. And sometimes, they\u2019re not even that far off.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">As always these days, the changes are driven by AI transformation. Gartner&#8217;s 2026<\/span><a href=\"https:\/\/www.gartner.com\/en\/tech-marketing\/trends\/leadership-vision-for-product-marketing-leaders\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"><u> Priorities for Product Marketing Leaders report<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> calls AI &#8220;the defining force&#8221; reshaping team structure and GTM strategy. The demand to keep gathering new skills keeps ramping up, and with new skills come new expectations and responsibilities.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">PMMs now have more in common with PMs than ever, and fast adaptability becomes a make-or-break quality. That, of course, means that staying up to date with trends and technology becomes essential, and guides like this one may become obsolete in a week when the new shiny trend everyone latches onto comes along.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Still, I gave my best shot to create a source of knowledge for anyone looking for a summary of the current state of product marketing in 2026, <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">with a focus on SaaS companies operating within the PLG model<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">. We\u2019ll look at the current PM framework and how it\u2019s being rewritten, how AI is shaping the classic PMM-vs-PM debate, how to tackle modern <\/span><a href=\"https:\/\/userpilot.com\/blog\/product-led-growth\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">product-led growth<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, and how to perform lifecycle marketing to operate across product, in-product, and out-of-product channels in coordination.<\/span><\/p>\n<h2><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Has the product marketing definition and PMMs\u2019 scope of work changed in 2026?<\/span><\/strong><\/h2>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Broadly speaking, product marketing focuses on how a product reaches its market and ensures its ongoing adoption.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> It functions at an intersection of product, sales, and marketing, but focuses on demand, adoption, and retention rather than raw lead generation.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">According to the <\/span><a href=\"https:\/\/www.productmarketingalliance.com\/state-of-product-marketing-report-2025\/\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">State of Product Marketing 2025 report<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, Product Marketing Managers take care of the following set of responsibilities:<\/span><\/p>\n<ul>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product positioning and messaging<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: owned by 91% of PMMs<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Managing product launches<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 80.9%<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Sales enablement<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 78.7% (up from 64.3% in 2024)<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Sales collateral and internal docs<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 80.9%<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Customer and market research<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 69.7%<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Competitive intelligence<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 65.2<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Website and customer-facing docs<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 65.2%<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Customer onboarding<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 37.5%<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product roadmap planning<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: 28.1% (steadily climbing for the past three years)<\/span><\/li>\n<\/ul>\n<figure style=\"width: 915px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/d4779e18-2059-45dd-9f7e-7fb96cc74b16.png\" alt=\"Main responsibilites for product marketers, via State of Product Marketing 2025 Report by Product Marketing Alliance\" width=\"915\" height=\"475\" \/><figcaption class=\"wp-caption-text\">Main responsibilites for product marketers, via State of Product Marketing 2025 Report by Product Marketing Alliance<\/figcaption><\/figure>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The popularization of AI hasn\u2019t changed the list as much as it has changed the weight of each responsibility and its execution.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> With accelerated execution speed, more velocity is expected, so PPMs found themselves with their plates full and still expected to get a second serving. In the cited report, out of 15 responsibilities, only 2 (content marketing and <\/span><a href=\"https:\/\/userpilot.com\/blog\/user-persona-examples\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">building personas<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">) showed drops compared to last year, while the popularity of the other 12 accelerated. Sometimes, very much so: customer onboarding saw a jump from 19.1% in 2024 to a whopping 37.5% in 2025. Another big spike is sales enablement, going from 64.3% to 78.7%.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">This is what the data looks like in general, but does it fit SaaS PMMs?<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Once again, there are differences in the set of responsibilities and most desired skillsets depending on whether the company operates in an SLG (<\/span><a href=\"https:\/\/userpilot.com\/blog\/product-led-vs-sales-led\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">sales-led-growth<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, where the sales team is the primary driver of acquisition, customer retention, and expansion) and PLG (<a href=\"https:\/\/userpilot.com\/blog\/product-led-growth\/\">product-led growth<\/a>, where it\u2019s the product itself that drives these factors).<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The PLG model makes product marketers participate in or even own more stages of the <\/span><a href=\"https:\/\/userpilot.com\/blog\/marketing-growth-strategy\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">growth cycle<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">. From my own experience and based on my conversations with other product marketers, <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">here is a common list of responsibilities and key skills desired from PLG product marketing professionals:<\/span><\/strong><\/p>\n<ul>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Quantitative product analytics and data collection<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> (via a no-code analytics platform like <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a>, Mixpanel, Amplitude)<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Experimentation and A\/B testing<\/span><\/strong><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In-product copywriting and UX writing<\/span><\/strong><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Conversion and activation optimization<\/span><\/strong><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">User research and behavioral analysis<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> (more focused on in-product behavior)<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Lifecycle and behavioral marketing <\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">(owning in-product and other communication channels), delivering the right message to the right person and the right place<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/800fedc1-73d4-4fcd-b8f8-24e1335e84de.png\" \/><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Positioning, messaging, and ICP remain fundamental<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> no matter the business model. However, PLG product marketers need a different toolkit layered on top, one based on an analytical growth mindset. They need to be fluent in <\/span><a href=\"https:\/\/userpilot.com\/blog\/product-analytics\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">product analytics<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, run experiments, and orchestrate product funnels. They must be capable of mapping the full user journey, designing behavior-triggered touchpoints, and making sure every stage from first login to power user is deliberate.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The cross-team collaboration model flips, too. PLG PMMs are involved with product, UX, and engineering teams, co-designing onboarding, writing in-product copy, and instrumenting the events that prove a user hit their Aha! moment.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">To sum up: a PLG PMM is inherently intersectional, moving fluidly between data, copy, and user experience to turn the product itself into the go-to-market engine.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">If you\u2019re now thinking, \u201c<\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">This sounds more like a product manager to me, not a product marketer!<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">\u201d, you\u2019re not entirely wrong. I\u2019d argue that in 2026, the two roles will, and should, blend more and more.<\/span><\/p>\n<h3><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product marketer vs product manager: Should we replace the \u201cvs\u201d with \u201c=\u201d?<\/span><\/h3>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">According to the traditional definition, a <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">product manager<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> is responsible for the product&#8217;s development, deciding what to build based on user needs and technical feasibility. A <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">product marketing manager<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> is responsible for the market&#8217;s response, deciding who the product is for, how to position its value, and how to drive adoption.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">However, with the current pace of shipping and crowded markets, this old model proves to be too disconnected. If PMs and PMMs operate in silos, then product marketing teams remain executioners servicing the product teams without much insight into the \u201cbackstage\u201d of product development, and product managers lack marketing data when performing business research and making the case for the product.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">So, while the full scope of responsibilities of PMs and PMMs cannot fall onto one person, both roles should be more involved in the areas traditionally assigned to the other. However, even if we\u2019re not removing the equal sign, the \u201cvs\u201d one is not fair, either.<\/span><\/p>\n<p><a href=\"https:\/\/www.leahtharin.com\/p\/leahs-product-and-growth-team-guide\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Leah Tharin frames the broader org shift well<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">: every function has been forced to be cross-functional. The best idea for a continuous product&#8217;s success is to make PMs and PMMs collaborate more closely, in a joint growth function that has to bridge the gap between marketing&#8217;s promises and the product&#8217;s experience.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">As <\/span><a href=\"https:\/\/medium.com\/design-bootcamp\/why-product-marketers-must-understand-product-management-1bb6b41614f1\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Andrea Saez wonderfully put it<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">:<\/span><\/p>\n<blockquote><p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">\u201cBefore any PMs or PMMs out there start to panic, that does not mean we\u2019re now doing PM work. But we do need to think with a product mindset. The best product marketers operate like strategic partners. They write the story based on insight, empathy, and evidence.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In that environment, the PMM becomes<\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> the person who owns the connective tissue between what the product does, what the target market wants, and what the company can credibly sell.<\/span><\/strong><\/p>\n<h2><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product marketing trends: Keeping up with AI-fluent users while chasing own AI fluency<\/span><\/h2>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Now that we know how the role of product marketers has been changing, let&#8217;s move to trends and challenges beyond the scope of responsibilities. I&#8217;ll start by discussing Gartner\u2019s 2026 report, which identifies three industry trends:<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">1. AI fluency is the single most important investment.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Skill gaps are now the #1 obstacle to <\/span><a href=\"https:\/\/userpilot.com\/blog\/ai-product-marketing\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">AI adoption in product marketing<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, per Gartner&#8217;s own data. The data from our <\/span><a href=\"https:\/\/reports.userpilot.com\/product-analytics\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">State of Product Analytics Report<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> from November 2025 backs this up. On average, only 39% of our respondents declared that they were already using AI capabilities. 36% claimed they were exploring, but hadn&#8217;t implemented yet. At the same time, only a small minority, 8%, said AI wasn&#8217;t their current priority. These responses indicate strong readiness and appetite for AI-driven analytics.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/929f8cb0-5086-4d73-a7d9-894ab84bec46.png\" alt=\"AI adoption and readiness chart for Userpilot users\" \/><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">To mitigate this, marketers should become AI- and data-fluent to enable them to work independently from developers.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Gartner recommends introducing an &#8220;AI charter for product marketing&#8221; to upskill product marketing teams and properly implement AI into daily work. <\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">2. Product marketing is becoming strategic GTM orchestration.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> PMMs own GTM in all the stages, from strategizing to execution. That means that laser-focused, data-backed decisions are more important than ever, or else we spread our resources too thin. PMMs need to not only accelerate execution but also get well-acquainted with analyzing real-time data from different sources, both internal and external, constantly tweaking and optimizing, to ensure their strategy keeps up with changes. <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Using no-code tools can help deal with analyzing data, even for product marketers without technical skills.<\/span><\/strong><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">3. Adaptability is the only path to measurable impact.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Products grow faster, categories blur, and stakeholder demands rise, while teams often remain within the same size and budget. Apart from fostering a wide range of skills and diverse portfolios, the <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">adaptable teams should focus on measurability<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, tying each action to clear KPIs aligning with product strategy. In 2026, reports should be your best friends, so consider automating their creation.<\/span><\/p>\n<h3><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">PLG is splitting into three generations at once<\/span><\/h3>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Now, let\u2019s zoom in on the PLG model. Some voices claim PLG is yet another concept to soon be buried with the rise of the headless trend and agentic everything. However, that\u2019s a drastic scenario still unlikely to happen, as the SaaS business model is not going anywhere. <\/span><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2024-08-28-gartner-predicts-75-percent-of-enterprises-will-prioritize-backup-of-saas-applications-as-a-critical-requirement-by-2028\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"><u>Garnter predicts<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> an increase in investment in SaaS and claims that 75% of SaaS providers will have implemented product-led growth techniques by 2025. <\/span><a href=\"https:\/\/menlovc.com\/perspective\/2025-the-state-of-generative-ai-in-the-enterprise\/\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"><u>Menlo Ventures<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">&#8216; 2025 State of AI report found that 27% of all AI application spend comes through PLG, which is four times more than traditional SaaS. The Product Marketing Alliance&#8217;s State of Product Marketing 2025 confirms that 41% of companies now describe their culture as &#8220;product first&#8221; (up from 31.2%).<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Still, like everything else, PLG will need to adapt.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Wes Bush&#8217;s<\/span><a href=\"https:\/\/productled.com\/blog\/the-evolution-of-product-led-growth-plg-x-ai\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> <u>Evolution of Product-Led Growth: PLG x AI<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> reframe is the cleanest model I&#8217;ve seen for what&#8217;s happening this year, and any PMM working on a self-serve product needs to know which version they&#8217;re operating in.<\/span><\/p>\n<ul>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">PLG 1.0: Products built for users.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> In this model, the user does all the work. Time-to-value is minutes to hours, and there are 30+ steps from signup to first real output. This classic approach is slowly fading away, as traditional, checklist-based onboarding flows don\u2019t go in line with AI-powered tools.<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">PLG 2.0: Products built for users, powered by AI.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> AI generates the first useful output, and the user refines and verifies. This shortens the time to value to seconds<\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> As Bush puts it, you can start getting value before you&#8217;ve created an account, as some tools already allow you to complete the first steps on their homepage.<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">PLG 3.0: products built for AI agents.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> The user states an intent, an agent orchestrates the work across multiple tools and hands back a result for approval, making time-to-value immediate. Bush highlights Netlify here: the majority of new signups on their development platform are now AI agents, not humans.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/9d76770e-7c89-4b69-abb5-195491d78771.png\" alt=\"Evolution of product led growth in the AI era\" \/><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Here\u2019s what it means for product marketers:<\/span><\/p>\n<ul>\n<li><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In PLG 1.0, your messaging sells the journey: signups, free trials, &#8220;easy onboarding.&#8221;<\/span><\/li>\n<li><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In PLG 2.0, your messaging sells the outcome: describe what you want, get a finished thing. The headline is the demo.<\/span><\/li>\n<li><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In PLG 3.0, your messaging has to convince both a human evaluator and an AI agent that your product is the right tool for a job, which is a discipline almost no PMM has formal practice in yet.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/productled.com\/blog\/the-evolution-of-product-led-growth-plg-x-ai\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"><u>Wes Bush&#8217;s &#8220;Halving Principle&#8221;<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> sums it up well: <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">for any digital task, the time from intent to outcome halves every few years<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">. Your users aren&#8217;t comparing your onboarding flow to your direct competitor&#8217;s; they&#8217;re comparing it to whichever AI-native product they touched last weekend. The gap between what felt acceptable in 2023 and what feels acceptable in 2026 is enormous, and it&#8217;s growing every month.<\/span><\/p>\n<h2><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product marketing in PLG should adopt omnichannel lifecycle marketing<\/span><\/h2>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Every product marketer I spoke with agrees that the only way to build a product marketing strategy that keeps pace with the current PLG model is to <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">lean into lifecycle marketing. <\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">That\u2019s how you can ensure continuous communication with the users tightly connected to the product, walking them through all the stages and turning them into your advocates. Let\u2019s take a closer look at that model and how it can be applied to SaaS companies.<\/span><\/p>\n<h3><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The lifecycle marketing flywheel\u00a0<\/span><\/h3>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">product loop<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> is still the right operating concept, since it assumes the product itself is both the acquisition engine and the <\/span><a href=\"https:\/\/userpilot.com\/blog\/app-retention-strategies\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">retention engine<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">. AI, however, increased the rate at which the loop has to spin. The reasons are faster shipping velocity, AI-driven personalization in onboarding, and agentic features that compound usage.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The Product-Led Growth flywheel maps five user segments: <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Stranger, Explorer, Beginner, Regular, Champion<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">; and the five actions that move them between segments: <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Evaluate, Activate, Adopt, Expand, Advocate<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">.<\/span><\/p>\n<figure style=\"width: 800px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/e51b3cbe-cc2d-4e84-abe5-38dc669f4aeb.webp\" alt=\"Product marketing lifecycle stages flywheel\" width=\"800\" height=\"685\" \/><figcaption class=\"wp-caption-text\">Product marketing lifecycle stages flywheel<\/figcaption><\/figure>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The PMM&#8217;s job, in this model, is to design the messaging, the digital marketing channels, and the in-product experiences that move users between stages. The process needs to be hyperpersonalized, timed precisely right, and highly automated. <\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Here&#8217;s how to think about the stages:<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Evaluate: Strangers \u2192 Explorers.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> A Stranger doesn&#8217;t know you exist. The PMM&#8217;s job here is to do the groundwork to become findable by the right people. Market research interviews, customer-facing team debriefs, focus groups, and in-app surveys that surface real <\/span><a href=\"https:\/\/userpilot.com\/blog\/jobs-to-be-done-template\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Jobs To Be Done<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> will let you build content around those JTBDs and highly targeted ads to the segments that match.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Activate: Explorers \u2192 Beginners.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> The Explorer signed up, and you need to convince them to activate. You should set up a welcome email anchored to the user&#8217;s specific JTBD (not a generic &#8220;welcome to [Product]&#8221;), and a <\/span><a href=\"https:\/\/userpilot.com\/blog\/personalize-user-onboarding-experience\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">personalized in-app onboarding flow<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> segmented by use case. Lead them straight to the Aha-moment. (If you&#8217;re building a PLG 2.0 product, the bar is harder still: the first useful output should hit before they&#8217;ve even decided whether to keep the tab open.)<\/span><\/p>\n<figure style=\"width: 730px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/6e839104-c7ad-4462-9bec-2249b10c81d3.gif\" alt=\"Interactive onboarding flow example\" width=\"730\" height=\"346\" \/><figcaption class=\"wp-caption-text\">Interactive onboarding flow example<\/figcaption><\/figure>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Adopt: Beginners \u2192 Regulars.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> The Beginner has hit one moment of value, but now you need to convince them to fully adopt the product. This is where <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">secondary onboarding<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> comes in, helping the user spotlight underused features that match the user&#8217;s segment, inviting them to a webinar tied to their use case, or surfacing a tooltip when they land on a feature they&#8217;ve never opened. Use email and in-app in coordination, never as separate marketing campaigns.<\/span><\/p>\n<figure style=\"width: 1300px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/a2961ed5-bf63-49e9-92e2-0d5693083064.png\" alt=\"An example of secondary onboarding slideout, enabling a deep dive into a feature\" width=\"1300\" height=\"716\" \/><figcaption class=\"wp-caption-text\">An example of secondary onboarding slideout, enabling a deep dive into a feature<\/figcaption><\/figure>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Expand: Regulars \u2192 Champions.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> A Regular made your product a part of their workflow. A Champion advocates for it. The shift here is from transactional education to strategi<\/span><em><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">c<\/span><\/em><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> education: webinars, case studies, in-person training sessions, and in-depth guides that teach users how to be better at their job using your product. That\u2019s also a good place to double-up on personalization and even build in-person relationships with your accounts.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Advocate: empowering Champions to grow your business.<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> This is the stage most marketing teams underinvest in, and it&#8217;s the one with the highest ROI in PLG. Champions get incentives such as swag, advanced guidance, power-user features, and beta access. In return, you ask them to do things only Champions will say yes to: leave a review, complete a survey, co-author a case study, share with a colleague, and join a customer advisory board. The PMM&#8217;s role is to industrialize this: targeted <\/span><a href=\"https:\/\/userpilot.com\/blog\/in-app-surveys\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">in-app surveys<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> when usage thresholds are hit, email nudges when NPS scores come in high, and a repeatable program for case study production.<\/span><\/p>\n<figure style=\"width: 2560px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/e2908e10-5516-4a61-bba9-cca83286adbc-scaled.png\" alt=\"Invitations to interviews and reviews can be part of in-app surveys\" width=\"2560\" height=\"1487\" \/><figcaption class=\"wp-caption-text\">Invitations to interviews and reviews can be part of in-app surveys<\/figcaption><\/figure>\n<h3><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The three components that make or break your PLG\u00a0<\/span><\/h3>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Now we know what the stages of the flywheel look like. But how to ensure this sort of strategy is possible to execute? For product-led growth, <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">the flywheel only spins if the experience is coherent across product, in-product communication, and out-of-product communication.<\/span><\/strong><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Here are three components that need to work together to get this right:<\/span><\/p>\n<figure style=\"width: 1824px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/409c1d97-d597-405e-93d1-edb307b5a037.webp\" alt=\"Three components of a successful lifecycle experience\" width=\"1824\" height=\"1123\" \/><figcaption class=\"wp-caption-text\">Three components of a successful lifecycle experience<\/figcaption><\/figure>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The product and its UX<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">If your product is confusing, no amount of in-app messaging will save you. A PLG product needs product-market fit, real JTBD alignment, and behaviour that matches user expectations. PMMs don&#8217;t usually own this, but they should be loud advocates inside the organization when the product fails its own users, especially with the aforementioned blending of roles in product teams and more pressure to also own the strategic layer.<\/span><\/p>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In-product education and communication<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Even great products need explanation. Different users have different learning preferences. The PMM-influenced layer here includes in-app onboarding for first-time users, product tours for <\/span><a href=\"https:\/\/userpilot.com\/blog\/feature-launch-plan\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">new feature launches<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> and secondary onboarding, a resource center always one click away, and self-paced education through docs, knowledge bases, and webinars. You need to show the right content, at the right place, at the right time.<\/span><\/p>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Customer support and proactive outreach<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Make support easy to find: chatbox, in-app help widget, resource center button. For premium accounts, customer success teams should be in regular contact, especially around product changes. Run continuous customer feedback collection (NPS, satisfaction surveys, in-product feedback prompts) so the voice of the customer reaches the rest of the organization.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The honest answer to &#8220;how do you actually run all three channels in coordination&#8221; is that you cannot do it well from a stack of disconnected tools, especially without dedicated engineering talent that can ensure everything remains up to date at all times. <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">The teams that get this right consolidate user data, product data, in-app messaging, email, mobile, and analytics in a single no-code platform<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, so segments stay consistent across channels and attribution actually works.<\/span><\/p>\n<h2><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">How to execute a successful product marketing strategy? Tactical guides for go-to-market execution<\/span><\/h2>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Now that you have all the basic theory, you need <\/span><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">to actually get your omnichannel lifecycle strategy in place.<\/span><\/strong><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">This space will be gradually updated with more guides outlining detailed tactics and product marketing plays you can apply directly to your strategy, so keep monitoring it!<\/span><\/p>\n<h3><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Lifecycle user engagement: Building a unified customer journey\u00a0<\/span><\/h3>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">An effective omnichannel lifecycle strategy requires three components. You need:<\/span><\/p>\n<ul>\n<li><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Analytics tool<\/span><\/li>\n<li><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Ways to act on data use<\/span><\/li>\n<li><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">A deep understanding of how customers move across channels.<\/span><\/li>\n<\/ul>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Below is the practical framework I use with Userpilot to set up my omnichannel lifecycle campaigns:<\/span><\/p>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Step 1: Centralize your data<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Omnichannel only works when all your customer data stays in one place. If the product usage, lifecycle data, and customer engagement signals are all over different tools, you\u2019ll end up delivering fragmented experiences.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">So, the first step is to create a single source of truth using a Customer Data Platform (CDP) or a product growth platform.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Userpilot also tracks in-app events, such as button clicks, feature usage, completed flows, and page views. You can use<\/span><a href=\"https:\/\/docs.userpilot.com\/data-events\/autocapture\/raw-events\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> <u>autocapture features<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> to grab raw event data without needing a developer to code every single interaction.<\/span><\/p>\n<figure id=\"attachment_637219\" aria-describedby=\"caption-attachment-637219\" style=\"width: 1470px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-637219 size-full\" src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/creating-custom-event.gif\" alt=\"Custom event creator\" width=\"1470\" height=\"832\" \/><figcaption id=\"caption-attachment-637219\" class=\"wp-caption-text\">Custom event creator<\/figcaption><\/figure>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Now, your data is centralized. You can see what users are doing, when they\u2019re doing it, and where they\u2019re getting stuck.<\/span><\/p>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Step 2: Map the entire customer journey<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Before sending a single marketing message, get a clear picture of how users navigate your product. Map the key steps from first touch to activation and beyond, noting where users hesitate, loop back, or drop off.<\/span><\/p>\n<p><a href=\"https:\/\/docs.userpilot.com\/product-analytics\/reports\/paths\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"><u>Path analysis reports<\/u><\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> are helpful here. They show actual behavior, not assumed flows, revealing which actions lead forward and which create friction.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">For example, say a user signs up on mobile but abandons the experience shortly after. That gap signals a broken handoff that your omnichannel strategy needs to fix. The report will guide you on which step causes the friction.<\/span><\/p>\n<figure id=\"attachment_634869\" aria-describedby=\"caption-attachment-634869\" style=\"width: 1468px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-634869 size-full\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/paths-filters-userpilot_af6654ed55e44ce135614c58caa323e3.gif\" alt=\"Filtering through paths report\" width=\"1468\" height=\"832\" \/><figcaption id=\"caption-attachment-634869\" class=\"wp-caption-text\">Filtering through paths report<\/figcaption><\/figure>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Step 3: Segment your target audience<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">For an effective omnichannel strategy, group users by what they do and who they are. This behavioral and attribute-based segmentation guides you to respond to real intent.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In Userpilot, <\/span><a href=\"https:\/\/userpilot.com\/blog\/user-segmentation\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">create a segment<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> for new users who haven\u2019t invited a teammate, for example. I can then target this specific group with a coordinated activation campaign across email and in-app messages.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">You can also apply customer loyalty segmentation to reward power users, while giving at-risk users extra support without mixing the two.<\/span><\/p>\n<figure style=\"width: 800px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/48a10caf-71d6-43e0-a7cf-71d8f6a21fb7.webp\" alt=\"Behavioral segmentation for omnichannel marketing\" width=\"800\" height=\"369\" \/><figcaption class=\"wp-caption-text\"><a href=\"https:\/\/userpilot.com\/blog\/behavioral-segmentation\/\">Behavioral segmentation for<\/a> omnichannel marketing<\/figcaption><\/figure>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Step 4: Create consistent content across channels<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">At this stage, plan content so every channel works together. The message shouldn\u2019t be identical everywhere, but it should feel connected.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Here\u2019s how to do that:<\/span><\/p>\n<ul>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">In-app experiences:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Since your product is the strongest channel, use contextual flows (like welcome modals) for new users. And slideouts can be for when someone explores a feature, but stick to the context.<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Mobile and web consistency:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Using mobile content features, create carousels or push notifications that match what users see on their desktops. If a user dismisses a tour on desktop, don\u2019t repeat it on mobile. Keep the experience continuous.<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Email and external product messaging:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Sync your product data with a <\/span><a href=\"https:\/\/userpilot.com\/blog\/marketing-automation-roi\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">marketing automation<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> tool. This way, once onboarding is complete, the message shifts from \u201csetup reminders\u201d to \u201cadvanced tips.\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">At its best, product-led marketing communication aligns every customer touchpoint. It delivers the right message to the right user, at the right moment, from signup to activation to retention.<\/span><\/p>\n<figure style=\"width: 800px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/00349cf1-1d05-436a-960b-4b129a669124.webp\" alt=\"Consistent messaging across channels\" width=\"800\" height=\"506\" \/><figcaption class=\"wp-caption-text\">Consistent messaging across channels<\/figcaption><\/figure>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Step 5: Connect your tech stack<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Your tools should work as one system. If you\u2019re using HubSpot for email and Salesforce for CRM, both need visibility into what users are doing inside your product.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">This is where integrations matter. By syncing Userpilot data with HubSpot, you can trigger email workflows based on in-app behavior, like whether a user has interacted with a specific feature. The result is messaging that reflects actual usage, and every email feels timely and relevant to the user\u2019s journey.<\/span><\/p>\n<h4><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Step 6: Measure success<\/span><\/h4>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">To confirm the success of your omnichannel marketing strategy, follow customer behavior. Here\u2019s how:<\/span><\/p>\n<ul>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Start with funnels: <\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Track conversion between key steps, and watch what happens when you introduce an omnichannel touch (for example, an email paired with an in-app guide). If the step converts better, it\u2019s working.<\/span><\/li>\n<li><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Next, monitor<\/span><\/strong><a href=\"https:\/\/docs.userpilot.com\/product-analytics\/dashboards\/user-retention\" target=\"_blank\" rel=\"noopener\"><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> <u>retention by cohort<\/u><\/span><\/strong><\/a><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Do users exposed to connected campaigns stay active longer than those who aren\u2019t? That\u2019s your signal.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_631284\" aria-describedby=\"caption-attachment-631284\" style=\"width: 1495px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-631284 size-full\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/creating-retention-reports_defee25e703c174ea568c79d56b428df.gif\" alt=\"Retention reports for tracking omnichannel marketing success\" width=\"1495\" height=\"935\" \/><figcaption id=\"caption-attachment-631284\" class=\"wp-caption-text\">Retention reports for tracking omnichannel marketing success<\/figcaption><\/figure>\n<h3><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">How to build an email strategy for lifecycle marketing?\u00a0<\/span><\/h3>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">For a <\/span><a href=\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\" target=\"_self\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">successful email marketing strategy<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">, each email needs to be timely and relevant, and it needs to work in line with other communication channels, not as a separate campaign. To achieve that, you should use workflows that connect all communication channels and relevant user segments.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Here are a few examples of emails relevant to each stage:<\/span><\/strong><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">1. Explorers: <\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Send getting-started videos, infographics, checklists\/simple setup wizards, or feature introductions as part of your welcome email series.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">2. Beginners:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Send core feature spotlight emails, \u201ctips &amp; tricks\u201d for basic usage, short video tutorials, invitation to webinars, and user support resources for common issues.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">3. Regulars:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Send advanced feature spotlight emails, use-case-specific guides, invitations to advanced webinars, case studies demonstrating the use of complex features, upgrade offers, feature recommendations based on their usage patterns, etc.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">4. Champions:<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\"> Send testimonial or case study requests, referral program invitations, beta testing opportunities, user interviews\/survey participation requests, or offer exclusive access to content, forums, or user groups.<\/span><\/p>\n<blockquote><p>\ud83d\udca1 Read more in our <a href=\"https:\/\/userpilot.com\/blog\/lifecycle-email-marketing\/\" target=\"_self\">PLG Lifecycle Email Marketing Guide<\/a><\/p><\/blockquote>\n<h2><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Ready your product marketing manager career for 2026<\/span><\/h2>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Product marketing in 2026 demands more output than traditional marketing with the same amount (or even fewer) resources and taking on more responsibilities, often overlapping with product management responsibilities. This may sound stressful, but, as usual, it\u2019s also a great product marketing career development opportunity for those who don\u2019t mind putting on a couple of extra hats and becoming AI-fluent.<\/span><\/p>\n<p><strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Good product marketers can orchestrate the entire commercial relationship between your product and your market<\/span><\/strong><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">. To achieve this, you need to keep a solid data-driven strategy in place, confidently own the process by making data-backed decisions and solidly measuring against KPIs, and get well-versed in omnichannel lifecycle marketing.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">If you\u2019re ready to get your product marketing flywheel spinning faster and more effectively, try Userpilot. It will help you easily analyze data, set up in-app and email communications as unified workflows, and monitor the effectiveness of your communication channel. And you can achieve all of that without any developer dependency. <\/span><a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">Book the demo now<\/span><\/a><span style=\"background-color: transparent; color: inherit;\" data-color=\"transparent\">!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Product marketers have always treaded the line between marketing and product teams. Now the line seems to have vanished. With PLG thriving in SaaS and AI fluency being in every job description, responsibilities and roles are blurring. It\u2019s easy to feel lost. After all, how to be a good product marketing manager when feature shipping [&hellip;]<\/p>\n","protected":false},"author":64,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[293],"tags":[143],"class_list":["post-637403","post","type-post","status-publish","format-standard","hentry","category-product-marketing","tag-product-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product marketing for 2026 PLG: How to Build a User Lifecycle Strategy<\/title>\n<meta name=\"description\" content=\"Discover effective strategies and best practices for successful product marketing. 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