So, your next question is probably… What Is Product Marketing Actually Responsible For?Ī product marketer’s main responsibility is to be the voice of the customer. And in some companies, they do all of those things. In others, they focus on sales enablement or driving demand and product adoption. In some companies, a product marketer works solely on product positioning. While this shows the huge impact that product marketing can have, it does make it harder to give a one-size-fits-all description of what we do. That’s why we sit at the intersection of product strategy, sales, customer success, and marketing.
We do that by understanding our buyers’ challenges and positioning our product as a solution to their problem.Ī product marketer’s day might be spent writing positioning and messaging, launching new products and features, talking to customers, or enabling other teams to sell successfully. It essentially comes down to bringing the product to market and making it sellable. Product marketing is the process of aligning product positioning with customer needs so that customers will actually buy and use those products. Ready to learn? Let’s go ⚡️ What is Product Marketing? Great Product Marketing Campaigns & Examples.What is Product Marketing Actually Responsible For?.Here’s a sneak peek of everything we have in store: That means I’m all too familiar with the ins and outs of product marketing, and how it varies company-by-company, which is why I’m sharing this guide to help define what product marketing is, why it’s so important, and a whole lot more. I’m a seasoned product marketer for B2B technology companies and currently lead an amazing team of product marketers at Drift. Except when it comes to product marketing.Īsk anyone to define what a product marketer does, and you’ll often end up with wildly different answers. And customer success helps keep customers happy.Įven though we might not know all the details, we instantly understand the outcomes that these teams are responsible for - and that’s the case with almost every function within a company.Īlmost.
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