Product marketing usually does not include PR, advertising, channel, communications,strategy type roles in org of AWS size. It focuses more on how a product is

Product marketing usually does not include PR, advertising, channel, communications,strategy type roles in org of AWS size. It focuses more on how a product is packaged, priced, how is it positioned to a customer, who is the customer even - this is actually quite hard, for a cloud product like AWS it could be CEO/CIO/ VPoE,VP-Ops, Head-R&D, Engg lead, DevOps/SREs, PMs, architects etc, depending on who all you target the material you need to generate is very different. Targeting VP/CXO's could mean gartner type material, targeting actual developers could mean just accessible documentation, examples and easy to use self-service portal, for somewhere in-between perhaps make influencers like Corey from lastweekinaws who wrote this article to promote your product. Product marketing is perhaps closer to product management than what traditionally what we think of marketing .