1. What are the key responsibilities of a product manager?

The key responsibilities of a product manager vary depending on the organization and products. However, some of the common responsibilities include conducting market research, competitive analysis, defining product strategy and roadmap, gathering and prioritizing product requirements, collaborating with design and engineering teams, managing the product development lifecycle, conducting user testing and feedback analysis, and monitoring product performance and metrics.

2. What are the career paths for product managers?

Product managers can pursue various career paths depending on their interests and goals. They can advance to senior product management roles, such as Director of Product Management or VP of Product, where they oversee multiple product lines or lead product management teams, or general management roles, entrepreneurship.

3. What role does user research play in product management?

User research plays a vital role in product management, helping managers understand customer needs, behaviors, and pain points and identify opportunities, define product requirements, validate ideas, and make data-informed decisions.

How I Transitioned from Non-Technical to Product Marketing Manager

August 21, 2024
Alumni Author, Career, product management
4 min read

By Tanwistha Gope – Product Marketing Manager at Zeotap

Looking back, it’s amazing how one career decision can completely reshape your future. For me, that decision was moving from technical writing to product marketing. It wasn’t a simple shift, but it was one that led to some of the most fulfilling work I’ve ever done.

For years, I had been working as a technical writer, documenting complex products and systems. While I excelled in this role, I began feeling like something was missing. I wanted to be more involved in shaping products, understanding customer needs, and influencing the direction of the business. I didn’t just want to explain how products worked — I wanted to contribute to why they were built and how they could make a real impact.

But transitioning from a technical writing role to product marketing wasn’t something that could happen overnight. I needed guidance, new skills, and a structured approach to make that leap. That’s where the Institute of Product Leadership (IPL) and its product management course played a crucial role in my journey. Enrolling in their program gave me the framework, support, and confidence I needed to make the shift. Through their courses, I was able to build a deeper understanding of product management and marketing while gaining hands-on experience with real projects.

This is the story of how I transitioned from being a technical writer to becoming a Product Marketing Manager at Zeotap, with the help of IPL’s product management course. It wasn’t a quick or easy journey, but it completely transformed my career. If you’re considering making a similar transition, I hope my experience provides you with guidance and inspiration.

Key Takeaways:

Career transitions require patience, persistence, and strategic upskilling.
Mentorship and hands-on experience play a critical role in making a successful career shift.
Start with small steps and tasks that align with your long-term career goals.
Structured learning through courses can provide the framework and confidence needed for transition.
Continuous learning and staying focused on your goals are essential to navigating career changes.

In this article

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Starting My Journey as a Technical Writer

My career began in 2011 as a technical author in the aerospace industry. With a diploma in Aircraft Maintenance Engineering, I thought I had found my path. But after a while, I realized that fieldwork wasn’t what I wanted to do. So, I moved to Bangalore and started working at Airbus as a technical writer.

Over time, I shifted from writing about aerospace to writing for software companies. I worked closely with UX designers and product managers, creating documentation and UX content. While I enjoyed writing, I wanted to do more than just explain how products worked. I wanted to understand why we were building them and how they solved real problems for people.

Despite working closely with product teams, I still felt somewhat disconnected from the strategic decisions being made. I wanted to be more involved, to contribute beyond just the documentation, and to be part of the bigger picture.

Discovering Product Management and the Shift in My Career

By 2020, after nearly a decade in technical writing, I started thinking more seriously about product management and marketing. I reached out to several product managers I had worked with in the past and asked them about their roles and responsibilities. The more I learned, the more I realized that I wanted to be involved in the creation and delivery of products, not just documenting them.

But I also knew that switching from technical writing to product marketing wasn’t something I could do on my own. I needed to upskill, gain new knowledge, and have a clear plan for making the transition.

Moving Toward Product Marketing

The first step in my transition was self-assessment. I evaluated my current role, identified the gaps I wanted to fill, and started thinking about how I could bridge those gaps. I began taking on small tasks related to product marketing, like coordinating with the go-to-market (GTM) team and assisting with product launches.

Around this time, I also started shadowing the product marketing director at my company. This hands-on experience gave me valuable insight into what product marketing involved and helped me understand the role more clearly. I knew I was on the right path, but I needed more structured learning to fully make the leap.

That’s when I enrolled in the Institute of Product Leadership’s product management course. IPL provided the structured learning and guidance I needed to develop the skills required for product management and marketing. The course was comprehensive, offering both classroom-style learning and hands-on projects that allowed me to apply what I was learning in real time.

One of the most valuable aspects of IPL’s product management course was the community it offered. I was able to connect with like-minded professionals, mentors, and peers who were also navigating their own career transitions. The support and encouragement I received helped me stay focused on my goals.

Transitioning to Product Marketing Manager

After about two years of learning, shadowing, and taking on new tasks, I officially transitioned into the role of Product Marketing Manager at Zeotap in 2023. This was a huge milestone for me, and it wasn’t an easy journey. There were times when I questioned if I was on the right path, but I stayed committed and kept pushing forward.

Today, as the sole Product Marketing Manager at Zeotap, I’m responsible for driving product launches, working with the GTM team, and ensuring our products are positioned effectively in the market. It’s challenging work, but it’s also incredibly rewarding. I finally feel like I’m contributing to the bigger picture — helping shape products and ensuring they resonate with our customers.

Key Lessons Learned From My Journey

Transitioning from a technical role to product marketing took time, effort, and patience. Here are some of the key lessons I learned along the way:

Start Small and Build Up: When you’re making a career transition, it’s important to start small. Take on new tasks and responsibilities that align with your future role. This helps you build experience and confidence without overwhelming yourself.
Find a Mentor: Having a mentor who can guide you through the transition is invaluable. My mentor at Zeotap helped me see opportunities I hadn’t considered and provided support throughout the journey. If you don’t have a mentor, seek one out — whether it’s someone in your company or through your professional network.
Never Stop Learning: Learning doesn’t stop once you’ve made the decision to transition. I spent a lot of time reading, watching webinars, and learning from others in the product management and marketing space. The structured learning I received from IPL’s product management course was a game-changer and helped me gain the skills I needed to succeed.
Be Patient and Persistent: Career transitions don’t happen overnight. It took me about two years to fully make the switch, and there were moments of doubt along the way. But by staying patient and persistent, I was able to achieve my goal.

Advice for Aspiring Product Marketers

If you’re thinking about transitioning from a technical role to product marketing, my advice is to start today. Take on small projects that align with your new goals, build your knowledge through structured learning, and seek out mentors who can guide you along the way. It won’t happen overnight, but with dedication and focus, you can make the transition.

The journey from technical writing to product marketing completely transformed my career. It allowed me to combine my passion for content with my desire to influence product strategy and market success. If you’re ready to make a similar leap, remember that it’s a journey worth taking.

Frequently Asked Questions

1. How do I transition from technical writing to product marketing?

To transition from technical writing to product marketing, start by identifying skill gaps, taking relevant courses, seeking mentorship, and gradually taking on small product marketing tasks in your current role.

2. What skills are needed for a successful move from technical writing to product marketing?

Key skills include understanding product management, market positioning, communication strategies, customer needs analysis, and collaboration with cross-functional teams.

3. How long does it take to switch from technical writing to product marketing?

The transition may take anywhere from one to two years, depending on your current skill set, learning pace, and opportunities to gain hands-on experience.

4. Can a technical writer become a Product Marketing Manager?

Yes, a technical writer can become a Product Marketing Manager by upskilling in product strategy, marketing, and customer insights while gaining experience through relevant projects.

5. What is the role of a Product Marketing Manager compared to a Technical Writer?

A Product Marketing Manager shapes product strategy, drives product launches, and ensures market fit, while a technical writer primarily focuses on creating clear and concise product documentation.