The net result is that product marketing (and product management) teams will have the ability to engage customers early and often throughout the project which will increase the chances of a successful product (or release) launch. In other words, by engaging customers during the project, they will feel like they helped shape the release (or capability or feature) and so will be in a better position to talk to the press and industry analysts. They will also help you with your messaging, i.e. they will provide with real value statements.