Product marketing is essentially introducing and selling a product in the market. Experts say that product marketing is the bridge between product management and marketing communications. It is an integral part of the product life cycle, and most organizations invest heavily to get trained product marketing managers.
With this blog, we aim to explore what is product marketing and the attributes a product marketing manager should have.
Product marketing lies at the intersection between product development, sales, and marketing. As we mentioned, it is the process of introducing a product to the market and overseeing its overall success.
Product marketers understand the demands of their prospects and customers and position the product accordingly.
Now, we need to understand very clearly that a product marketing manager is a separate role compared to a product manager. While the latter is responsible for defining a product’s functions, the former mainly focuses on customers.
The product marketing process doesn’t end at the pre-launch and launch stages. It is a continuous effort to promote and shape the product to meet the customers’ needs across all stages of its lifecycle.
PMMs have to carry out the following functions daily:
Some of the deliverables that a Product Marketing Manager is responsible for:
Here are the skills and characteristics you should look for when hiring a product marketing manager.
Strategic Planning: Looking at the big picture should be an inherent quality of a product marketing manager. In this role, one has to align various verticals together to successfully launch a product. Therefore, a product marketing manager should:
Sales Enablement: The product marketing manager plays a vital role in enabling the sales team with a messaging strategy that helps convert prospects. To do this efficiently, a product marketing manager must:
Empathy: A product marketing manager has to work with all teams and verticals of the company while listening to customers. The teams might have difficulty understanding the product’s specifications, whereas the customers might have not much favorable feedback.
Therefore, empathy is the most significant skill that a product marketing manager must have. They should be able to place themselves in different situations from different perspectives to come up with meaningful solutions.
Empathy should be nurtured and is an actively sought skill in a product marketing manager.
Divergent empathy for contradicting cultures is the key to growing products in India and across the globe. Therefore, a product marketing manager should nurture empathy.
To Conclude: We have only highlighted three attributes in this blog. To know more about the other qualities, you can watch this video.
IPL conducts free webinars every week. You can join these and learn more about our product marketing series.
IPL is one of the leading institutions that provide product management courses with placement. These courses are curated to suit the needs of aspiring product managers and marketers. Today, you can join the classes and start a lucrative career as a product manager.
Product marketing is essential in all stages of the product life cycle, from pre-launch to post-launch. It involves introducing the product to the market, understanding customer demands, and shaping the product to meet those needs throughout its life cycle.
A product marketing manager focuses on customers and the market, while a product manager is responsible for defining a product’s functions. They work closely but have distinct roles within a product team.
PMMs have various daily functions, including communicating product changes, balancing the team’s vision and customer needs, developing pricing and positioning strategies, and conducting customer interviews to gain insights.
Key deliverables of a PMM include creating buyer personas, developing positioning and messaging strategies, enabling sales teams, conducting competitive market analysis, and defining go-to-market strategies.
When hiring a Product Marketing Manager, consider traits such as strategic planning, sales enablement capabilities, and empathy. These skills are crucial for successful product marketing and customer-focused strategies.
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