Jun 25, 2024

40 Keywords You Should Include in Your Product Marketing CV

By Matt Dodgson

Co-Founder - Recruiter & Marketer

Are you looking to land your dream job in product marketing? One surefire way to stand out from the competition is by optimising your CV with the right keywords. Keywords play a crucial role in the initial screening process, determining whether your CV gets a second look or ends up in the rejected pile.

So in this article, we’ll explore the importance of keywords in your CV and provide you with a comprehensive list of 40 keywords that you should include to enhance your chances of success.

Understanding the Importance of Keywords in Your CV

Before we dive into the specific keywords you should include in your product marketing CV, let’s take a moment to understand why keywords are so crucial. In today’s digital age, most companies utilise applicant tracking systems (ATS) to streamline the hiring process. These systems scan CVs for specific keywords and phrases that match the job requirements. By strategically incorporating relevant keywords into your CV, you increase your chances of getting through the initial screening and landing an interview.

The Role of Keywords in CV Screening

When a hiring manager receives a high volume of CVs, they typically rely on applicant tracking systems to filter through the candidates. These systems are designed to search for specific keywords that match the job description. By including keywords related to product marketing, you ensure that your CV is flagged as relevant, which increases your chances of making it to the next round.

Let’s take a closer look at how this process works. Applicant tracking systems use algorithms to analyse the content of CVs and compare them to the job requirements. These algorithms are programmed to identify keywords and phrases that are commonly associated with the desired skills and qualifications for the position. When your CV contains these keywords, it signals to the system that you possess the necessary expertise.

For example, if you’re applying for a product marketing role, some relevant keywords might include “market research,” “product launch,” “positioning,” and “customer segmentation.” By incorporating these keywords into your CV, you increase the likelihood of your application being selected for further review.

How Keywords Can Enhance Your CV’s Visibility

Keywords not only help you pass the initial screening process but also enhance the visibility of your CV. When a hiring manager manually reviews CVs, they often skim through the document quickly. Including relevant keywords ensures that your key skills and experiences catch their attention, making your CV more memorable and impactful.

Think of keywords as signposts that guide the reader’s attention to the most important parts of your CV. When a hiring manager sees keywords that align with the job requirements, they are more likely to pause and delve deeper into your qualifications. This can give you a competitive edge over other candidates who may not have optimised their CVs with relevant keywords.

However, it’s important to strike a balance when incorporating keywords into your CV. While it’s crucial to include relevant keywords, you should also focus on crafting a well-written and coherent document. Avoid keyword stuffing, which is the practice of excessively using keywords without proper context. Applicant tracking systems and hiring managers can easily spot this tactic, and it may harm your chances of progressing in the hiring process.

In conclusion, understanding the importance of keywords in your CV is essential in today’s competitive job market. By strategically incorporating relevant keywords, you can increase your chances of getting noticed by applicant tracking systems and hiring managers. Remember to strike a balance between keyword optimisation and well-crafted content to create a compelling CV that stands out from the crowd.

Essential Keywords for Every Product Marketing CV

Now that we’ve established the importance of keywords in your CV, let’s delve into the essential keywords that every product marketing professional should include. By carefully selecting and incorporating these keywords into your CV, you’ll demonstrate your expertise and increase your chances of getting noticed.

Product marketing professionals play a crucial role in driving the success of a company’s products. They are responsible for understanding the market, identifying customer needs, and developing strategies to promote and sell products effectively. To showcase your skills and experience in product marketing, it is essential to include the right keywords in your CV.

Top Keywords for Product Marketing Skills

  • Product positioning
  • Market research
  • Competitor analysis
  • Customer segmentation
  • GTM planning

Product positioning is a critical skill for product marketers. It involves identifying the unique selling points of a product and positioning it in a way that resonates with the target audience. By including this keyword in your CV, you demonstrate your ability to create compelling product messaging and differentiate your offerings from competitors.

Market research is another essential skill for product marketers. It involves gathering and analyzing data to understand market trends, customer preferences, and competitive landscape. By including this keyword in your CV, you show that you have the ability to conduct thorough market research and use the insights to make informed decisions about product development and marketing strategies.

Competitor analysis is crucial for product marketers to stay ahead of the competition. It involves researching and analyzing competitors’ products, pricing, marketing strategies, and positioning. By including this keyword in your CV, you demonstrate your ability to identify market opportunities and develop strategies to outperform competitors.

Customer segmentation is a key skill for product marketers to effectively target and engage specific customer groups. It involves dividing the target market into distinct segments based on demographics, psychographics, and behaviour. By including this keyword in your CV, you show that you have the ability to understand customer needs and tailor marketing messages to resonate with different segments.

GTM planning is essential for product marketers in the B2B tech sector to help marketing and sales teams focus on the channels, tactics, and audiences that are most likely to drive an ROI. By including this keyword in your CV, you demonstrate your commercial ability and experience in driving growth for a company.

Important Keywords for Marketing Tools and Technologies

  • Google Analytics
  • SEO optimisation
  • Sales enablement software
  • Marketing automation software
  • CRM systems

Proficiency in marketing tools and technologies is crucial for product marketers to effectively analyse data, optimise campaigns, and manage marketing activities. By including these keywords in your CV, you demonstrate your familiarity with the tools and technologies commonly used in the industry.

Google Analytics is a powerful tool for analysing website traffic, user behaviour, and conversion rates. By including this keyword in your CV, you show that you have the ability to track and analyse marketing performance and make data-driven decisions to optimise campaigns.

SEO optimisation is essential for product marketers to improve the visibility of their products in search engine results. By including this keyword in your CV, you demonstrate your knowledge of SEO best practices and your ability to optimise website content and metadata to drive organic traffic.

Sales enablement software helps product marketers deliver content to sales and customer success teams to use during the sales and onboarding process. By including this keyword in your CV, you show that you have the ability to develop and execute sales enablement activities.

Marketing automation software is widely used by product marketers to understand and analyse the customer and prospect base and help create a clearer ICP to target. By including this keyword in your CV, you demonstrate your proficiency in using marketing automation software to segment audiences, research customers, and view the reasons why deals didn’t close.

CRM systems (Customer Relationship Management) are essential for product marketers to manage customer data, track interactions, and nurture customer relationships. By including this keyword in your CV, you show that you have the ability to effectively use CRM systems to enhance customer engagement and drive sales.

Keywords Highlighting Your Marketing Experience

Now that we’ve covered the essential keywords, let’s focus on keywords that highlight your marketing experience. These keywords will showcase your past accomplishments and demonstrate your ability to drive results.

Having a strong marketing background is crucial in today’s competitive business landscape. It requires a combination of creativity, strategic thinking, and data-driven decision-making. By incorporating the right keywords into your resume or LinkedIn profile, you can effectively communicate your marketing expertise and stand out from the crowd.

Keywords for Describing Your Marketing Achievements

Achieved 20% increase in lead generation through targeted marketing campaigns.

Implemented successful product launch strategy resulting in X% revenue growth.

Developed and executed comprehensive marketing plans exceeding annual sales targets.

Highlighting your marketing achievements is essential to demonstrate your ability to deliver tangible results. Potential employers or clients want to see evidence of your past successes and how you can contribute to their organisation. By using specific keywords that showcase your accomplishments, you can effectively convey your marketing prowess.

Keywords for Showcasing Your Strategic Marketing Ability

Implemented data-driven marketing strategies to identify and capitalise on new market opportunities.

Utilised customer segmentation to create personalised marketing campaigns and drive customer engagement.

Collaborated with cross-functional teams to develop and execute integrated marketing campaigns.

Marketing strategy plays a crucial role in achieving business objectives. Employing the right keywords to describe your strategic marketing ability can help potential employers or clients understand your approach and expertise. Whether it’s leveraging data to make informed decisions, personalising campaigns to enhance customer engagement, or collaborating with cross-functional teams to ensure a cohesive marketing effort, showcasing your strategic ability through keywords is essential.

Remember, the key to effectively highlighting your marketing experience lies in using relevant and impactful keywords. By incorporating these keywords into your resume, LinkedIn profile, or any other professional platform, you can effectively communicate your expertise and increase your chances of landing your dream marketing role.

Keywords to Demonstrate Your Leadership and Teamwork Skills

A successful product marketer not only possesses technical skills but also excels in leadership and teamwork. These qualities are crucial for driving innovation, fostering collaboration, and achieving organisational goals. By effectively showcasing your leadership and teamwork skills, you can demonstrate your ability to navigate complex marketing environments and deliver exceptional results.

Keywords for Leadership in Product Marketing

Leadership in product marketing requires a strategic mindset and the ability to inspire and guide a team towards success. By incorporating the following keywords into your resume or professional profile, you can highlight your leadership capabilities:

  • Strategic planning: Demonstrating your ability to develop and execute long-term marketing strategies that align with business objectives.
  • Team management: Showcasing your experience in leading and motivating diverse teams to achieve common goals.
  • Project coordination: Highlighting your expertise in managing multiple projects simultaneously, ensuring timely delivery and optimal resource utilisation.
  • Decision-making: Emphasising your aptitude for making informed decisions based on market research, data analysis, and industry trends.
  • Resource allocation: Illustrating your proficiency in allocating resources effectively to maximise productivity and drive revenue growth.

By incorporating these keywords into your professional profile, you can provide potential employers with a comprehensive understanding of your leadership skills and how they can contribute to the success of their organisation.

Keywords for Teamwork in a Marketing Environment

In a B2B marketing environment, teamwork is essential for fostering collaboration, driving innovation, and achieving marketing objectives. By highlighting your teamwork skills using the following keywords, you can demonstrate your ability to work effectively with cross-functional teams:

  • Cross-functional collaboration: Showcasing your experience in collaborating with individuals from different departments, such as sales, design, and product development, to achieve common marketing goals.
  • Effective communication: Demonstrating your ability to convey ideas clearly, actively listen, and adapt your communication style to different stakeholders.
  • Relationship building: Highlighting your skills in building and nurturing relationships with internal and external stakeholders, such as clients, vendors, and colleagues.
  • Conflict resolution: Illustrating your ability to identify and address conflicts within a team, finding mutually beneficial solutions that maintain productivity and harmony.
  • Adaptability: Emphasising your flexibility and willingness to adapt to changing circumstances, technologies, and market dynamics.

By incorporating these teamwork keywords into your resume or professional profile, you can showcase your ability to collaborate effectively, build strong relationships, and contribute to a positive and productive marketing environment.

Remember, leadership and teamwork skills are highly valued in the product marketing field. By effectively incorporating these keywords into your professional profile, you can demonstrate your ability to lead teams, drive innovation, and achieve exceptional results in a collaborative marketing environment.

Keywords for Your Personal Branding in Product Marketing

In addition to highlighting your skills and experience, it’s essential to incorporate keywords that reflect your personal branding in product marketing.

Keywords to Reflect Your Marketing Philosophy


Strategic thinker


Keywords to Showcase Your Unique Marketing Approach

Creative problem solver

Out-of-the-box thinker

Agile marketer

By incorporating these 40 keywords into your product marketing CV, you’ll increase your chances of standing out in a competitive job market. Remember to use them strategically and provide concrete examples to support your claims.

If you’re from the B2B tech sector and looking for a new product marketing job, book a call with one of our team members today.

And in the meantime, good luck with your job search!