One school of thought says, build it and they will come. But will they really? To put it simply, product marketing for tech is turning engineering into English.
In an age when user interfaces are beautifully simple and minimalist, it is ever more important to tell your customers why your product is not just beautiful but also offers immense value. You need to build out differentiated positioning. To better understand product marketing essentials, check out Poornima Mohandas’s blog posts.
Product marketing positions and launches products in the marketplace.
Product marketing builds positioning for your products whereas, product management works with engineering to build the right product.
Ideally, you should have a stable product management function before you hire a product marketer.
If you have a complex product with rapid releases, plenty of innovation, and a decently-sized sales team, it’s probably time you hired a product marketer.
While the role does tend to vary from company to company, the classical key responsibilities include: positioning and messaging, product launches and release communication, sales enablement, competitive intelligence, analyst engagement, and supporting the larger marketing team.
Identify your target audience, grab their attention with a well-thought out marketing plan and sales strategy.
Craft a message that resonates with your target audience and is differentiated from the marketplace.
Enable your sales and inside sales with the training and professional collateral they need to close business.
How product marketing managers and product managers can collaborate
Why do product launches fail?
Back to Basics: Product Marketing Video Interview
