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Marketing 101: The Role of Product Marketing
- what is it?
- why is it so blurry?
- role & goal?
a thread
- what is it?
- why is it so blurry?
- role & goal?
a thread
What is product marketing?
It's one of the blurriest terms out there because it usually sits at the intersection of product, marketing and sales.
It's one of the blurriest terms out there because it usually sits at the intersection of product, marketing and sales.
They market the product. Obvious, right?
A product marketer thinks about the customer insights, value prop, features and funnel of a specific product.
They own the launch of a product and the funnel.
A product marketer thinks about the customer insights, value prop, features and funnel of a specific product.
They own the launch of a product and the funnel.
Product Manager vs. Product Marketer
At larger organizations you will see a 1:1 ratio of product manager to product marketer and they SHARE the acquisition and retention of the product.
At larger organizations you will see a 1:1 ratio of product manager to product marketer and they SHARE the acquisition and retention of the product.
Product marketer vs. other marketing functions
The product marketer will work with the growth marketer, SMMs and other channel owners to educate them on a specific product's value props and features.
Those channel owners then create the content that will work for the channel.
The product marketer will work with the growth marketer, SMMs and other channel owners to educate them on a specific product's value props and features.
Those channel owners then create the content that will work for the channel.
Where does it sit?
I believe they need to sit under product with a dotted line to marketing.
Why? This function can and should have a huge impact on the product itself. This role brings the voice of the customer and the voice of the brand to the team in charge of the product.
I believe they need to sit under product with a dotted line to marketing.
Why? This function can and should have a huge impact on the product itself. This role brings the voice of the customer and the voice of the brand to the team in charge of the product.
“The ultimate role of a PMM is to liaise between the product engineers and the end-user. PMMs should be an expert on the user and their needs. During the go-to-market process, PMMs should own the launch plan, working to make the product a reality for all users.” - @theREALmarvin
Skills needed:
- ability to translate business needs and customer needs into product opportunities
- ability to influence without authority
- analytical skills with storytelling ability
- empathy for product manager & engineer roles
- ability to translate business needs and customer needs into product opportunities
- ability to influence without authority
- analytical skills with storytelling ability
- empathy for product manager & engineer roles
Where are the PMMs at?
What did I miss?
What did I miss?
