Product Marketing Alliance (PMA) is no stranger to connecting passionate product marketers worldwide. In the past few years, its vibrant community has grown, with members stepping up as PMA Ambassadors to share insights and experiences and nerd out over the fascinating world of product marketing.  

That’s where we come in: Bianca Galan and Bianca Stanescu, two PMA Ambassadors living on opposite sides of the Atlantic – one in the U.S., the other in Europe – yet bound by much more than just our shared first names. 

We both share Romanian roots, an ad tech background in product marketing, and an unapologetic obsession with global market trends. 

We’re the kind of people who geek out over every new product marketing report like it's the latest Tom Hardy blockbuster. 

So, we thought it would be fun (and insightful!) to team up and compare our experiences, offering perspectives from both sides of the ocean – one influenced by the fast pace of the U.S. market and the other grounded in the vibrant EU scene. That’s how the idea for this blog took shape.

Product marketing: Bridging oceans

Product marketing in the U.S. - Bianca G 

The now infamous "American Dream" was once portrayed as a beacon of hope that drew immigrants to the U.S. For many, it represented the chance to build a better life. But for my family, it wasn’t just about chasing opportunities. My parents left Romania in the late 80s, deep in the final grips of communism, in search of escape and religious freedom. 

Upon arriving in the U.S., the land of opportunity quickly imprinted on my father. He realized that, for the first time in his life, he had the freedom to pursue his potential – to start his own business. Where he had come from, nothing was truly yours and everything was state-owned. 

Building a brand was something unknown during communist times (which probably explains why product marketing wasn’t a thing in Romania until much later on). 

As a child, moving frequently between the U.S. and Romania gave me a unique perspective on two vastly different worlds: one of scarcity and one of surplus. In Romania, under communism, everything was state-controlled. 

But in the U.S., I saw firsthand how the dream of owning a business was not only possible but often encouraged. Fast forward to the digital age, where brands can be built overnight, and it’s no wonder the U.S. has become a fertile ground for entrepreneurial growth.

The U.S. has the largest SaaS market share globally with over 17,000 companies established, and a staggering 73% of them founded after 2010. On top of the vast market size, multicultural consumers make up nearly 40% of the U.S. population. A multicultural population means varying needs, preferences, and pain points across different demographic groups. 

The speed and scale at which businesses emerge in the U.S. highlight fierce competition, in turn, driving demand for companies to differentiate themselves. This is why the U.S. has become the mecca of product marketing. 

In a crowded marketplace, standing out isn’t just a goal – it’s a necessity.

This need isn’t unique to startups, it also pains well-established brands. In fact, according to the 2024 State of Product Marketing Report, in the last year, 30% of surveyed product marketers worked for market-leading brands, an almost 76% increase from 2023. 

As AI explodes onto the scene, companies globally will look to product marketers to deeply understand their market and create enticing go-to-market launches. AI will enable businesses worldwide to scale at the pace that was once unique to the U.S. market. 

As a result, the demand for product marketers will not only grow in the U.S. but will also see a global boom.

Product marketing in Europe - Bianca S

As more companies realize the value product marketing managers bring, the demand for skilled professionals is also booming across Europe. With Computer Software (23.7%) and IT (16.7%) leading the pack in the latest State of Product Marketing report, it’s no surprise these industries are also the top recruiters. 

Cities like London, Amsterdam, and Paris are already big players, but other hubs are rising – Bucharest, Romania, being one to watch. The community may be smaller for now, but its energy and potential are off the charts. And my unlikely journey as a PMA ambassador is proof of just how powerful it can be.

Growing up in Romania in the '90s, just after the fall of the communist regime, one topic seemed to dominate every conversation: computer science. It was the future – the prestigious path everyone aspired to, especially in a country eager to rebuild and innovate. 

Back then, being an engineer, particularly in software, was a badge of honor. You might still see “Eng.” proudly displayed on apartment doors in those iconic '80s flats, a subtle yet powerful symbol of expertise and achievement. 

My journey began on that same path, but it wasn’t long before my love for writing drew me in a different direction – Journalism and Communications. While I’ve been writing since I could hold a pen, I found my true calling nearly a decade ago in product marketing, and I’ve been hooked ever since.  

As I graduated and started my career, I noticed more and more global companies – especially from the U.S. – setting up shop in Romania. Big names like Amazon, Google, and Microsoft already have a presence in the country. Over the past 20 years, Romania has become a European leader and sixth globally in terms of certified IT specialists per capita – outpacing even the U.S. and Russia.  

With nearly 100,000 IT specialists and a robust infrastructure capable of supporting large-scale projects, Romania has emerged as a powerhouse in the tech world. Developers benefit from the fourth-fastest fixed broadband speeds globally (214.3 Mbps), enabling them to swiftly build, test, and refine software – drastically speeding up time-to-market.  

This surge in tech talent has fueled the need for skilled professionals in closely related fields. After all, where there are developers, product managers are never far behind. And PMs and PMMs? We're like Batman and Robin – we bring our superpowers but are unbeatable as a team. 

Companies are looking for PMMs who understand the local markets and can navigate the complexities of global expansion. In particular, PMMs are critical in bridging the gap between product development and market execution, ensuring that innovations don’t just stay behind closed doors but genuinely resonate with audiences.  

Global trends in B2B and IT are making waves across the ocean. Today’s most sought-after PMMs possess a deep technical understanding paired with data-driven marketing strategies.

However, there’s also a growing demand in more traditional industries, such as manufacturing and retail, where PMMs are modernizing go-to-market strategies for product launches. 

Privacy and compliance: How global regulations shape product marketing

Global regulations in the U.S. - Bianca G

As the analog world slowly becomes nothing but a sweet, distant memory, the digital age takes center stage, fueled by a growing reliance on data-driven insights.

With this transition, privacy practices are being scrutinized more than ever. Consumers are becoming more aware of how their data is collected, stored, and used, raising concerns about the security and transparency of these practices. 

While Europe, through regulations like the GDPR, has long been at the forefront of protecting consumer data, the U.S. is rapidly catching up. 

Google has long been toying with the idea of deprecating third-party cookies to address growing privacy demands. 

However, in a move that didn’t come as much of a surprise, they have now delayed the transition to a cookieless future, announcing that it won’t happen as soon as expected. 

Nevertheless, emerging laws like the California Consumer Privacy Act (CCPA) and ongoing discussions at the federal level signal a clear shift toward stronger privacy protections in the U.S.

Businesses are being pushed to adapt to more privacy-centric practices, as they work to maintain consumer trust and ensure regulatory compliance.

As privacy concerns grow, PMMs must ensure that brands communicate clearly about how customer data is collected and used. 72% of consumers report they would stop buying from a company or using its services due to privacy concerns. 

Building transparency and trust into the core messaging of your product is not only essential but also a key differentiator in today’s competitive marketplace. 

Traditionally, marketers relied heavily on third-party data or cookies to track consumer behavior and preferences. However, this method often left gaps in attribution, as it did not always provide a complete understanding of consumer motivations or actions. Now, with stricter privacy regulations, marketers are being pushed to rethink their data strategies.

This shift presents an exciting opportunity for product marketing managers to turn to zero-party data – information that customers willingly share, such as their preferences, feedback, and purchase intentions​.

By relying on zero-party data, marketers can move away from generalized, impersonal data collected by third parties and instead implement hyper-personalized marketing strategies that resonate on a deeper level.

This also expands the feedback loop significantly, enabling PMMs to discover the unique qualities – the “secret sauce” – that make their product stand out in the eyes of their consumers. With this direct input, they can refine messaging and positioning to better reflect what truly matters to their audience, enhancing product differentiation. 

Global regulations in Europe - Bianca S 

When you think about advertising in 2024, ad tech is always part of the equation. Digital advertising has exploded, quickly replacing old-school methods to speed up campaigns and ensure they can scale. 

A few years back, I came from a tech product marketing background in sales performance management and cybersecurity, thinking ad tech would be less technical. Spoiler alert: I was wildly wrong.  

Consumer behavior in Europe is incredibly diverse, shaped by various factors, from cultural nuances to how quickly each country adopts new technology. When GDPR hit in 2018, it didn’t just shake things up – it completely rewrote the rules. This was also true for digital audio and podcast advertising, where I've worked for the last six years.  

Regulations forced a complete overhaul of how personal data is collected, processed, and used, making compliance a critical part of every marketing strategy. For product marketers in ad tech, it's like playing a game of inception. 

Not only do we need to navigate the complex web of privacy regulations to keep our campaigns running smoothly, but we also must craft personalized messages that resonate with both supply (publishers, resellers) and demand (advertisers, agencies, brands). 

This means understanding that different audiences view privacy through various lenses, so our strategies must balance staying compliant with delivering the right message to the right people – all while respecting their unique perspectives on data privacy.  

Screenshot of Leonardo DiCaprio squinting at Cillian Murphy with the caption "That's not enough. We have to go deeper."

In Europe, companies prioritizing privacy can stand out in the market, building trust with users who are becoming more privacy-conscious. PMMs can turn this into a selling point, positioning the brand as one that respects user privacy and delivers great experiences.

In audio advertising, brands have already become less reliant on legacy identifiers and continue to drive successful advertising campaigns using contextual signals.

Working with global teams: Who needs sleep anyway?

Beating to the U.S.’ scheduling drum - Bianca G

When working across borders, U.S.-based companies often get the better end of the deal. Typically, if a company's headquarters is in the U.S., all other regions must adjust their working schedules to match the "mother ship." 

However, with the number of American workers hired by international companies growing by 62% last year, more Americans will experience a reverse uno card as they increasingly adapt to overseas headquarters' time zones and work cultures. Nonetheless, this dogmatic approach isn't the only way to manage global teams effectively.

Pro tip: If you're struggling with managing global teams, be sure to check out my upcoming keynote at the PMA Chicago Summit. I'll be walking through how global companies can adopt a decentralized approach to managing regional teams. This session will provide practical insights on navigating the complexities of international product marketing in today's rapidly evolving landscape.

While working in Spain and managing teams in the U.S., I found that allowing for flexibility, to the extent that productivity and scheduling permits, can lead to better outcomes. This approach includes:

  • Setting a consistent weekly status meeting time
  • Avoiding frequent changes to meeting schedules
  • Enabling employees to plan their work week around these fixed points

One major advantage of working across time zones is the opportunity for productive organization and increased efficiencies. If you plan effectively, you can leverage time differences by getting ahead on deliverables. 

This way, when the other team starts their day, they can receive a seamless hand-off of completed work. This "follow-the-sun" model can significantly speed up project timelines and foster a sense of continuous progress.

The time zone tango: An EU perspective - Bianca S

Meetings at 10 p.m.? Late-night emails? If you’re doing product marketing in Europe, chances are you’re working with a global company that already has a foothold in the U.S. or dreams of conquering Silicon Valley. Welcome to the time zone tango – where juggling calendars across continents is just part of the daily grind.  

Now, let’s be real: I can’t stand it when people wear chaotic schedules like a badge of honor. But what really drives me nuts is when people won’t even try to meet halfway. The key? Balance. Step one is accepting that time zones are a thing (yes, some people seem to forget this – and okay, I’ve been guilty too). 

I’ve worked with California-based teams for over ten years, dealing with a 10-hour time difference. I’ve still managed to raise a kid, enjoy my hobbies, and spend quality time with family and friends.

It’s all about finding that sweet spot where everyone can get a work-life balance and still get the job done – especially when managing a large product portfolio with a small team. 

Product marketing is way more about culture than we usually give it credit for. As companies expand globally, the need for regional product marketing roles that can tailor strategies for specific markets – like Europe – is rising. 

And localization is not just about translating words; sometimes, it feels like you’re translating entire ways of thinking. What’s funny in one country can fall flat in another, and these subtle cultural differences can make or break your product marketing approach.  

When working across time zones and cultures, clear communication is essential. But miscommunication happens more often than we’d think. You’ve got to recognize differences and always remember that everyone’s doing their best. It also helps to check (and don’t act upon) our biases, especially with global teams. 

More than once, I’ve seen American colleagues express surprise at how well non-native speakers write in English, which can be frustrating – especially when many Europeans speak two or three languages fluently.  

It’s a reminder that assumptions can unintentionally create distance. That understanding goes both ways: European teams also need to be more open to the different approaches and perspectives that customers and marketers bring from across the ocean.  

A few years ago, I remember pushing back on some copy from our U.S. content team. Finding the middle ground wasn’t easy because the way product marketing is approached in the U.S. versus Europe is so different – especially in B2B. 

I had to acknowledge that the copy was mainly for a U.S. audience, where it’s totally normal to highlight your biggest competitive advantage, even calling out competitors directly. That bold, in-your-face style works in the U.S. But in Europe? It can feel overconfident or, worse, insincere. Europeans prefer more subtle messaging and positioning. 

The “us versus them” strategy with feature-by-feature comparisons or criticizing competitors doesn’t fly over here. Instead, focusing on your strengths without tearing others down resonates more. As product marketers, we need to keep these cultural nuances in mind and make decisions on a case-by-case basis. It’s all about knowing your audience and adjusting your approach to fit the market.

Learnings from across the pond - Bianca G 

While the U.S. may have pioneered product marketing, Europe is revolutionizing it. The U.S. has a historic tendency to stay siloed, often relying on established practices that have proven successful in the past. 

In contrast, European employees are naturally equipped with a scrappy, adaptable mindset. This flexibility allows them to quickly pivot and innovate in response to diverse market needs. Because of this, there is a convergence of Product and Growth Marketing where European markets are increasingly blending product marketing with growth marketing strategies. 

However, transcending regional differences is a global trend: Product Marketers are increasingly focusing on lower-funnel activities. According to Product Marketing Alliance's State of Product Marketing 2024 Report, the top KPIs that product marketers measure are:

  1. Generating revenue 
  2. Increasing market qualified leads. 

This shift is nationality-agnostic, reflecting a universal evolution in the role of product marketers. They are getting closer to lower-funnel expectations and are becoming more involved in the entire customer lifecycle, from acquisition to retention.

This holistic approach represents a significant evolution in the field, bridging the gap between traditional product marketing and growth-oriented strategies.

Another force to be reckoned with is artificial intelligence (AI). 

As AI catalyzes and transforms the way we build digital products and solutions, product marketers must deftly weave legacy tactics with emerging technologies to secure and sustain product-market fit. 

Currently, there are around 80,000 AI companies worldwide, with about 25% of them in the United States. The number of AI companies in the U.S. has more than doubled since 2017. At some point in your career, you will inevitably come into contact with AI. For product marketers, this means:

  1. Continuous learning: Staying updated with AI advancements and their applications in marketing.
  2. Adaptability: Being ready to integrate AI tools into existing marketing strategies.
  3. Strategic thinking: Understanding how AI can enhance product-market fit and customer experiences.
  4. Ethical considerations: Navigating the responsible use of AI in marketing practices.

The combination of trending toward lower-funnel focus and the rapid proliferation of AI products is changing the game for product marketers worldwide. This evolution demands that marketers be more agile, tech-savvy, and strategically minded than ever before. 

When you’re a European product marketer, it can sometimes feel like the U.S. is where all the action is. You might be closer to product management and development teams, but with the big shiny market across the pond, it’s easy to feel you’re missing out.

This is especially true since product marketing often gets brought in later in the game once the product strategy is already in motion.  

But here’s a positive shift: more and more European companies (and U.S.-based ones with a strong European presence) are starting to involve PMMs earlier in the process – from concept to customer. 

Instead of being seen as operational or technical support, product marketers are beginning to play a more strategic role. They help shape the product roadmap and redefine positioning, not just execute it.  

Whether it’s for global product launches or major events, involving all PMMs early on significantly boosts their influence and overall performance – no matter where the team is based. This shift is a real game-changer for European product marketing, making it more dynamic and integrated across regions. 

I’ve been pushing my team to attend conferences and networking events to learn from industry experts, stay ahead of trends, and build stronger relationships with internal teams. The results have been incredible – more collaboration, better alignment, and a stronger strategic voice for product marketing across the board. 

Learn more about my six tried-and-tested strategies to foster high performance in product marketing teams.  

Product marketing is going global, and hiring trends are shifting fast. Remote work has made it easier to expand PMM roles beyond borders, with companies looking for talent no matter where they're based. PMMs now have the chance to bring their expertise to global strategies without needing to relocate.

With specialized tech tools like project management platforms, video conferencing, and remote HR solutions, working across time zones is easier than ever. For example, one of my team members recently moved across Europe. 

Using specialized software and services, it was easier to navigate local contracting processes than it would have been five years ago. This was a reminder of how remote work can break down traditional location barriers.  

As companies increasingly embrace this borderless approach, PMMs are stepping into larger roles across diverse markets. The emphasis is on experience over location.

The future of product marketing is undeniably global, and Product Marketing Alliance is leading the charge by giving everyone in the industry a voice and building a truly international community.

That’s a wrap

As we've seen through our transatlantic journey, product marketing is evolving at a rapid pace, fueled by advancements in AI, cultural preferences, and global market dynamics.

While the U.S. and Europe may approach product marketing from different angles, the core trends – like the focus on lower-funnel activities, the integration of AI, and the need for cultural adaptability – are universal.

It's clear that product marketers who can blend the best of both worlds – combining the innovative spirit of the U.S. with the adaptability of Europe – will be best positioned to lead in this exciting, ever-changing field.

From sea to sea (and all the product launches in between), may your KPIs always be green, your time zones always aligned, and your coffee always strong!