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Amit

Alagh

Head of Product Marketing

RWS Global

Amit Alagh is a recognised thought leader & ambassador in product marketing. He serves as Head of Product Marketing at RWS, where he leads value proposition, positioning, and go-to-market strategy for the Protect IP Portfolio. His work focuses on building technology-first narratives, competitive differentiation, and scalable messaging frameworks that align product, sales, and leadership around clear market impact. Amit is the London Chapter Lead (Ambassador) for the PMA and hosts global PMM Fix series. He is also co-founder of A/B Anonymous (PMM Therapy Hour) – monthly global meetups that bring product marketers together through honest conversations. He is the founder of PMM Supper Club, a monthly dinner series built on the belief that community is the foundation of resilience – creating a safe and supportive space where PMMs can share experiences, exchange best practices, and build meaningful professional relationships. Amit specialises in competitive intelligence and strategic positioning. He has built AI-enabled competitive research workflows, rolled out win/loss analysis programmes, and helped organisations position CI as a strategic product marketing capability rather than a reactive function. Recognised among the Top 100 Product Marketing Influencers worldwide, Amit was named Product Marketing Newcomer of the Year (2021), nominated for Product Launch of the Year and Product Marketing MVP of the Year in both 2022 and 2023, and awarded Rising Star of the Year (2024).

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16 April 2025 17:45 - 18:15

Fireside chat - The future of PMM narratives: What messaging teams need to unlearn next

For years, product marketing teams have followed the same playbook: lead with features, polish the value prop, build the launch assets, repeat. But the rules are changing. AI is accelerating content production. Buyer attention is shrinking. Categories are blurring together. And the messaging strategies that once felt modern are quickly becoming noise. In this closing keynote, we’ll explore the assumptions, habits, and “best practices” PMMs may need to leave behind to stay effective in the next era of go-to-market. From rethinking differentiation and abandoning generic outcomes to treating messaging as a living system instead of a launch deliverable, this session will challenge conventional PMM thinking and explore where narrative strategy is heading next. Because the future won’t belong to the companies saying the most, it’ll belong to the ones customers can still remember. Key takeaways: - The messaging habits and trends buyers are increasingly tuning out - Why traditional positioning approaches are struggling in AI-saturated markets - How the role of narrative is evolving across modern GTM teams - What PMMs need to rethink about differentiation, clarity, and customer attention - Why messaging is shifting from static assets to dynamic systems - The emerging skills and mindset shifts that will shape the next generation of PMM leaders