The Rise of Product Marketing Roles

I've seen a lot more product marketing roles being posted over the past, you know, year and a half. What do you feel is driving that interest in product marketing? I think at a startup level, first of all, there's a lot more startups, right? And then a lot of startups now they have realized that to be successful, you need not just a content marketer but also a demand generation marketer who runs campaigns for you.