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Winning Strategies for B2B Product Marketing

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"Chasm crossing is not the end, but rather the beginning, of mainstream market development."

Geoffrey A. Moore

What is Product Marketing?

The function is often confused, as it means different things to different people. It falls at the intersection between the sales, marketing and product domain and as such, requires a diverse set of skill sets.

Product Marketing vs. Product Management

The Product Manager defines the product that will be built by the engineering team. A Product Marketing Manager has a deep understanding of the market, customer and tells a story about the product to the world. These are two sides of the same coin, and should work together closely for the success of the product.

Product Management – Product Marketing – Marketing Continuum

Product Management will work with engineering to get the right product that the user wants, Product Marketing will get the story or message that needs to be told to the market and the Marketing team will ensure the consistency of this message.

Top Skills for a Successful Product Marketing Professional

Crossing the Chasm

There is a big chasm between the early market and mainstream market, where 80% of the customers lie. You need to help your organization cross this chasm as a Product Marketing Manager.

 

This blog has been compiled from a Webinar by Ganesh Iyer on the same topic. Ganesh is a technology marketing executive with 20+ years of experience working with the C suite, private equity and venture capital firms to drive strategy.

He has deep experience in driving global integrated marketing plans, brand strategy, product marketing, external communications, public relations, digital marketing, marketing automation, and field and customer marketing.

He is widely quoted in the press regarding various aspects of the financial markets. He is a speaker, panelist and delegate at various industry events in the Americas (US, Canada, Brazil), EMEA (UK, France, Hungary, Netherlands, Oman, Russia, Spain, Sweden, UAE) and Asia-Pacific (Australia, Hong Kong, India, Japan, Singapore).

Watch the full Webinar here – 

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