Deliverables
Some of the deliverables that a Product Marketing Manager is responsible for:
● Creating buyer personas
● Positioning and messaging strategy that attracts and converts prospects
● Sales enablement
● Competitive market analysis and intelligence
● Go-to-market strategy
Top Traits to look for when hiring Product Marketing Managers:
Strategic Planning
Looking at the big picture should be an inherent quality as a PMM has to align various verticals together for the successful launch of a product. Some mindsets and skills that one should have are:
- ● Creativity and problem-solving skills
- ● Prioritizing from a business point of view
- ● Being an advocate of the customer
- ● Flexibility
- ● Analytical skills
Sales Enablement
The PMM serves the vital function of enabling the sales team with a messaging strategy that helps convert prospects. To do this efficiently, a PMM must:
- ● Acquire competitive intelligence
- ● Develop Product Documentation including whitepapers
- ● Develop Solutions Briefs
- ● Develop Product Datasheets
- ● Conduct Product Demos
- ● Train the sales teams
Empathy
A PMM has to working well with all areas and verticals of the company and listen to customers. Empathy is the biggest a skill that a PMM must have. Empathy should be nurtured, and should be an actively sought skill in a Product Marketing Manager.
This blog has been compiled from the Webinar by Jessica Marie, Director of Product Marketing at Vera Security. She is an expert in enterprise tech industry, focusing on cybersecurity – specifically data security, security management platforms, and application security. She is also well versed in Big Data/Machine Intelligence and DevOps. An alumnus of Stanford University, Jessica is an excellent strategic product marketer with the disposition of a team leader.
