Product marketing, is not the same as marketing (and it's hard)

Product marketing requires a delicate balance between demonstrable product and marketing outreach. Too much focus on pure product and helpful sign posts are missed out: this can lead to new onboarder confusion. Too much focus on marketing and not enough clickable prototype and new arrivers lose interest.

Product marketing involves placing a product logic layer over MVP to allow outsiders who wander across your sites to have a suitably guided experience.

The north star to aim for is a product that has sufficient product marketing logic included to delight new users without too much 1 to 1 communication and explanation.

The result is efficient scaling