# Track 05 — Sources (信息源) — Product Marketing (PMM)

- **Industry:** Product Marketing 产品营销 (PMM)
- **Locale:** en (English-first)
- **Research date / last_checked:** 2026-05-20
- **Researcher:** Track 05 sub-agent (live WebSearch + WebFetch)

## Locale / honesty note

PMM is an **English-first discipline**. The canonical信息源 — newsletters, podcasts, summits, communities, certifications — are overwhelmingly US/EU-based and published on `.com / .io / .news / .fm / .substack.com` domains. There is **no dedicated, mature, independent Chinese-language PMM media ecosystem**. In China, PMM-adjacent thinking lives inside broader **增长 (growth) / SaaS / 产品 (product)** discourse rather than under a "产品营销" banner. The zh-CN sources listed below (牛透社 / 崔牛会 / 36氪 / 神策 / GrowingIO) are **proxies** — To-B SaaS and growth media/vendors whose signed long-form occasionally touches PMM-relevant topics (positioning, GTM, pricing, launch). They are **deliberately marked weak** and should be treated as supplementary, not authoritative. A senior PMM operating in any market still reads the English canon.

### Source bucket note

PMM has effectively **zero** `.gov/.edu/.org.cn` primary sources. The discipline's authority lives with named practitioners (newsletters/podcasts), associations (PMA), and vendor research (Wynter, RevenueCat, HubSpot, Reforge). Per Track-05 rules these are hand-labelled `surrogate_primary` (author / association / vendor first-party). Community/forum URLs (Reddit, LinkedIn) are `reference`.

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## Source Manifest

| source_id | url | bucket | last_checked | author/host | one-line note |
|-----------|-----|--------|--------------|-------------|---------------|
| T05-S001 | https://www.lennysnewsletter.com/ | surrogate_primary | 2026-05-20 | Lenny Rachitsky | vendor docs (作者一手 — newsletter 本人); product/growth/GTM canon, 1M+ subs |
| T05-S002 | https://www.categorypirates.news/ | surrogate_primary | 2026-05-20 | Christopher Lochhead / Eddie Yoon | vendor docs (作者一手 — newsletter 本人); category design authority |
| T05-S003 | https://www.growthunhinged.com/ | surrogate_primary | 2026-05-20 | Kyle Poyar | vendor docs (作者一手 — newsletter 本人); B2B GTM/PLG/pricing benchmarks |
| T05-S004 | https://aprildunford.com/ | surrogate_primary | 2026-05-20 | April Dunford | vendor docs (作者一手 — newsletter/podcast 本人); positioning authority |
| T05-S005 | https://aprildunford.substack.com/ | surrogate_primary | 2026-05-20 | April Dunford | vendor docs (作者一手 — newsletter 本人); "Positioning" weekly-ish deep dives |
| T05-S006 | https://punchy.co/newsletter/ | surrogate_primary | 2026-05-20 | Emma Stratton (Punchy) | vendor docs (作者一手 — newsletter 本人); B2B tech messaging craft |
| T05-S007 | https://www.elenaverna.com/ | surrogate_primary | 2026-05-20 | Elena Verna | vendor docs (作者一手 — newsletter 本人); growth/PLG, "Elena's Growth Scoop" |
| T05-S008 | https://themarketingmillennials.com/ | surrogate_primary | 2026-05-20 | Daniel Murray | vendor docs (作者一手 — newsletter 本人); broad marketing trends/playbooks |
| T05-S009 | https://www.productmarketingalliance.com/ | surrogate_primary | 2026-05-20 | Product Marketing Alliance | 协会 (PMA — largest global PMM 协会); newsletter + content hub, 300k+ |
| T05-S010 | https://sharebird.com/community/product-marketing | surrogate_primary | 2026-05-20 | Sharebird | vendor docs (社区一手); PMM exec Q&A + AMAs, free |
| T05-S011 | https://www.lennysnewsletter.com/podcast | surrogate_primary | 2026-05-20 | Lenny Rachitsky | vendor docs (一手 — 长访谈 podcast 节目页); top PM/growth interview show |
| T05-S012 | https://www.productmarketingalliance.com/product-marketing-life-podcast-series/ | surrogate_primary | 2026-05-20 | Product Marketing Alliance | 协会 (PMA podcast); "Product Marketing Life", PMM-pure interviews |
| T05-S013 | https://lochhead.com/podcasts/ | surrogate_primary | 2026-05-20 | Christopher Lochhead | vendor docs (一手 — 长访谈 podcast 节目页); "Lochhead on Marketing" + Category Pirates |
| T05-S014 | https://howtowin.transistor.fm/ | surrogate_primary | 2026-05-20 | Peep Laja (Wynter) | vendor docs (一手 — 长访谈 podcast 节目页); B2B SaaS competitive strategy |
| T05-S015 | https://productschool.com/resources/product-podcast | surrogate_primary | 2026-05-20 | Product School (Carlos Gonzalez) | vendor docs (一手 — 长访谈 podcast 节目页); CPO interviews, AI/product |
| T05-S016 | https://www.revenuecat.com/subclub/ | surrogate_primary | 2026-05-20 | RevenueCat (Barnard/Eiting) | vendor docs (厂商一手); subscription-app GTM/pricing/retention |
| T05-S017 | https://blog.hubspot.com/podcasts/marketing-against-the-grain | surrogate_primary | 2026-05-20 | HubSpot (Bodnar/Flanagan) | vendor docs (厂商一手); marketing trends, weekly |
| T05-S018 | https://world.productmarketingalliance.com/ | surrogate_primary | 2026-05-20 | Product Marketing Alliance | 协会 (PMA flagship event); Product Marketing Summit series |
| T05-S019 | https://www.saastrannual.com/ | surrogate_primary | 2026-05-20 | SaaStr | vendor docs (厂商一手); largest B2B SaaS event, CMO/CRO summits |
| T05-S021 | https://www.pragmaticinstitute.com/product/product-marketing-certification/ | surrogate_primary | 2026-05-20 | Pragmatic Institute | vendor docs (厂商一手); PMC cert, Pragmatic Framework |
| T05-S022 | https://learning.productmarketingalliance.com/ | surrogate_primary | 2026-05-20 | Product Marketing Alliance | 协会 (PMA certifications — Core/Advanced/Leadership) |
| T05-S023 | https://www.reforge.com/courses/product-marketing | surrogate_primary | 2026-05-20 | Reforge | vendor docs (厂商一手); cohort PMM/GTM course, practitioner-built |
| T05-S024 | https://wynter.com/ | surrogate_primary | 2026-05-20 | Wynter (Peep Laja) | vendor docs (厂商一手); B2B message testing + research/reports |
| T05-S025 | https://www.joinpavilion.com/ | surrogate_primary | 2026-05-20 | Pavilion | vendor docs (社区一手); GTM/revenue-leader community (dir.+) |
| T05-S026 | https://www.reddit.com/r/ProductMarketing/ | reference | 2026-05-20 | Reddit community | open peer forum; tactical Q&A, hiring chatter (reference only) |
| T05-S027 | https://www.niutoushe.com/ | surrogate_primary | 2026-05-20 | 牛透社 | vendor docs (中国媒体一手 — 署名长稿); To-B SaaS media, weak PMM proxy |
| T05-S028 | https://www.cuiniuhui.com/ | surrogate_primary | 2026-05-20 | 崔牛会 | vendor docs (中国社区一手); To-B SaaS founder community, weak PMM proxy |
| T05-S029 | https://36kr.com/ | surrogate_primary | 2026-05-20 | 36氪 | vendor docs (中国媒体一手 — 署名长稿); tech/SaaS coverage, weak PMM proxy |
| T05-S030 | https://www.sensorsdata.cn/ | surrogate_primary | 2026-05-20 | 神策数据 | vendor docs (中国厂商一手); growth/analytics content, weak PMM proxy |
| T05-S031 | https://www.growingio.com/ | surrogate_primary | 2026-05-20 | GrowingIO | vendor docs (中国厂商一手); growth-analytics content, weak PMM proxy |

**Counts:** 31 total — `surrogate_primary` 29 · `secondary` 1 (Forrester, paywalled analyst) · `reference` 1 (r/ProductMarketing). No `verified` (PMM has no .gov/.edu/.org.cn primaries — see bucket note).

---

## Newsletters (top 5–7)

1. **Lenny's Newsletter** — *Lenny Rachitsky* (ex-Airbnb) · **weekly+** · The default canon for product, growth, GTM and career; 1M+ subscribers (官方). Not PMM-exclusive but the single highest-signal feed senior PMMs follow for frameworks and guest essays. [T05-S001]
2. **Category Pirates** — *Christopher Lochhead & Eddie Yoon* · **weekly "mini-books"** · The authority on category design / category creation — the strategic layer above positioning. Top-1% paid Substack (业内估). Follow for how to create and own a category rather than compete in one. [T05-S002]
3. **Growth Unhinged** — *Kyle Poyar* (ex-OpenView) · **weekly (Wed)** · Data-rich B2B GTM, PLG and SaaS pricing/packaging with benchmarks; ~84k subscribers (官方). The go-to for pricing and monetization tactics PMMs own. [T05-S003]
4. **Positioning (April Dunford)** — *April Dunford* · **weekly-ish** · Deep dives on B2B tech positioning from the author of *Obviously Awesome* and *Sales Pitch*; ships positioning canvas/sales-pitch workbook to subs. The definitive positioning voice. [T05-S004, T05-S005]
5. **Punchy / "That's Punchy!"** — *Emma Stratton* · **roughly weekly** · Actionable B2B-tech messaging craft (author of *Make It Punchy*). Best single source for turning positioning into clear, human copy. [T05-S006]
6. **Elena's Growth Scoop** — *Elena Verna* · **weekly-ish** · PLG and B2B growth frameworks from a serial growth operator (Dropbox/Miro/Amplitude); ~90k+ subs (业内估). Strong on growth/PMM overlap and AI GTM. [T05-S007]
7. **The Marketing Millennials** — *Daniel Murray* · **near-daily** · Broad modern-marketing trends and leader playbooks; ~100k subs (业内估). Wider-aperture context feed rather than PMM-pure. [T05-S008]

> Also from the manifest: **Product Marketing Alliance** newsletter/content hub [T05-S009] — the 协会 feed (reports, awards, jobs) every PMM should be on; **Sharebird** [T05-S010] — exec Q&A digest.

## Podcasts (top 5–7)

1. **Lenny's Podcast** — *Lenny Rachitsky* · **weekly** · Long-form interviews with top product/growth/PMM leaders; the most-cited show in the space. Many canonical positioning/GTM episodes (e.g. April Dunford, Lochhead) live here. [T05-S011]
2. **Product Marketing Life** — *Product Marketing Alliance* · **bi-weekly** · The only consistently **PMM-pure** interview show — practitioners on launches, messaging, sales enablement, careers. [T05-S012]
3. **Lochhead on Marketing** (+ Category Pirates audio) — *Christopher Lochhead* · **~weekly** · Category-design strategy and contrarian marketing thinking from a 3x CMO; pairs with the newsletter. [T05-S013]
4. **How to Win** — *Peep Laja* (Wynter/CXL) · **weekly** · How B2B SaaS companies compete and win in saturated categories — differentiation, moats, messaging. [T05-S014]
5. **The Product Podcast** — *Product School / Carlos Gonzalez* · **weekly** · CPO/product-leader interviews (Shopify, Perplexity, Cisco…); product context with PMM-relevant GTM threads. [T05-S015]
6. **Sub Club** — *RevenueCat / David Barnard & Jacob Eiting* · **~weekly** · Subscription-app GTM, pricing, paywalls and retention; source of the annual State of Subscription Apps report (厂商一手). [T05-S016]
7. **Marketing Against the Grain** — *HubSpot / Kipp Bodnar & Kieran Flanagan* · **weekly (Tue)** · "What's next" in marketing/growth from two HubSpot execs; macro-trend feed. [T05-S017]

## Conferences & Summits (top 3–5)

1. **Product Marketing Summit** (PMA "Product Marketing World") — *Product Marketing Alliance* · **multi-city, year-round** (2026: Paris Mar, Amsterdam May, London Dec, etc.) · 协会 flagship; 5000+ attendees, 80% senior, tracks for PMM/customer/developer marketing + CMO (官方 stats). The premier PMM-specific gathering. [T05-S018]
2. **SaaStr Annual** — *SaaStr* · **annual** (2026: May 12–14, SF Bay) · Largest B2B SaaS event with dedicated CMO/CRO/CCO summits; 12,500+ attendees (官方). GTM/leadership signal even though not PMM-only. [T05-S019]
3. **Forrester B2B Summit North America** — *Forrester* · **annual** (2026: Apr 26–29, Phoenix) · Analyst-led B2B marketing/sales/product leadership; 2026 theme "GTM singularity" (AI-first GTM). Strategic/analyst lens; research is paywalled. （注: forrester.com 主域被 source_verifier 列入黑名单, 故不作 citable 一手源——此处作行业知识保留, 无 source_id。）

> *(Pragmatic Institute and Reforge run training-linked events/cohorts rather than open conferences — see Certifications. Gartner Marketing Symposium/Xpo exists as an adjacent analyst event but had no firm 2026 PMM-specific agenda at check time.)*

## Communities (top 3–5)

1. **Product Marketing Alliance (Slack + platform)** — *PMA* · the 协会 hub: 24/7 Slack, reports, jobs, mentors; effectively the default PMM home base. [T05-S009]
2. **Sharebird** — *Sharebird* · free PMM exec Q&A and AMAs; high-signal answers from PMM/growth leaders at top companies. [T05-S010]
3. **Wynter (B2B community + research)** — *Peep Laja* · message-testing platform whose published frameworks/reports and operator network anchor B2B messaging practice (厂商一手). [T05-S024]
4. **Pavilion** — *Pavilion* · paid GTM/revenue-leadership community (directors+); cross-functional PMM/sales/marketing networking, summits at SaaStr etc. [T05-S025]
5. **r/ProductMarketing** — *Reddit* · open peer forum for tactical Q&A and hiring chatter; useful pulse-check, low authority (reference only). [T05-S026]

> **zh-CN communities (weak proxy):** **崔牛会** [T05-S028] — To-B SaaS founder/exec community, the closest Chinese analogue but founder/CEO-centric, not PMM-craft-centric.

## Certifications & Training

1. **Product Marketing Alliance — Certified (Core / Advanced / Leadership)** — *PMA* · tiered by experience (1–3 / 3–6 / 6+ yrs), accredited (CIM/CPD), built with practitioners from Dropbox/Shopify/LinkedIn/Meta. The recognised PMM-specific credential. [T05-S022]
2. **Pragmatic Institute — Product Marketing Certification (PMC)** — *Pragmatic Institute* · three online courses around the Pragmatic Framework; long-established (250k+ certs issued since 1993, 官方). Strong with traditional product orgs. [T05-S021]
3. **Reforge — Product Marketing / Mastering Product Marketing** — *Reforge* · cohort/on-demand programs, practitioner-built (Stripe/Canva/HubSpot alumni); deep on GTM design, adoption mechanics and growth alignment. Premium, senior-leaning. [T05-S023]

## zh-CN proxy sources (deliberately weak — supplementary only)

China has no dedicated PMM media. The following are To-B SaaS / growth proxies; treat signed long-form only, and as context, not canon:

- **牛透社 (niutoushe.com)** — To-B SaaS/企业服务 media (崔牛会's content arm); signed long-form on SaaS GTM occasionally PMM-relevant. [T05-S027]
- **崔牛会 (cuiniuhui.com)** — leading China To-B SaaS founder/exec community + forums. [T05-S028]
- **36氪 (36kr.com)** — tech/startup/SaaS coverage; signed深度 pieces, broad not PMM-specific. [T05-S029]
- **神策数据 (sensorsdata.cn)** & **GrowingIO (growingio.com)** — growth/analytics vendors whose signed content covers增长/运营; PMM-adjacent at best. [T05-S030, T05-S031]

> Channel-only mention (URLs intentionally **not** in manifest, per blacklist): relevant PMM/增长 discussion in China also circulates via WeChat 公众号 (e.g. growth/SaaS accounts) and 知乎 columns — name-droppable as channels but not citable sources here.
