What Is Product Marketing?

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A look at the roles and responsibilities of product marketing and a clear definition of where product marketing fits inside of an organization.

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What Is Product Marketing?

  1. WHAT IS
  2. You’ve heard about it. You know a Product Marketer.
  3. It’s kind of hard to explain what product marketing is. Pro Tip: Try this search whenever you want to feel confused.
  4. That’s probably because product marketing is one of the few job functions that touches product, marketing and sales.
  5. Or maybe because this is the top definition...
  6. Here’s what product marketing is and what product marketers do.
  7. PS. Click here to learn more about Drift.
  8. Let’s start with the typical marketing funnel.
  9. There are three main parts of any funnel: Blogging, Social Media, SEO, Writing, Design Optimization: LPs, CTAs, Workflows, Analytics, Lead Scoring Product Expert, Teacher/Trainer, User Testing, Messaging, Persuasion Marketers focus on:
  10. There are three main parts of any funnel: Blogging, Social Media, SEO, Writing, Design Optimization: LPs, CTAs, Workflows, Analytics, Lead Scoring Product Expert, Teacher/Trainer, User Testing, Messaging, Persuasion, Demand Generation
  11. Product Marketers are doing things like writing positioning and messaging for products and new features.
  12. And thinking about how to drive demand and usage of those products and features.
  13. But they’re also thinking about the competitive landscape and the market.
  14. And how to help the sales team sell more and close more deals.
  15. Product Marketers are focused more on marketing to customers than prospects and leads.
  16. Or, in the words of some people who are passionate about
  17. VP Marketing, HubSpot Product Marketing sits right at the intersection of the product team. Our job is to bring products to market. That includes everything from setting the positioning and messaging, to running product launches, to making sure the sales team understands how to talk about the product and making sure customers understand how to use it.
  18. Co-Founder of Crazy Egg and KISSMetrics Product Marketing is the art and science of conveying to people what your product can do for them with the goal of engaging, converting and retaining.
  19. Co-Founder, NextView Ventures Former Product Marketer at EBay Product Marketing is about understanding what people want so that you can so you can make your product great.
  20. Director of Growth, I Will Teach You To Be Rich, Former Director of Growth, KISSMetrics Product Marketing is the art of creating desire for your product and understanding your customers so deeply that you can answer two critical questions for them: Why your product and why now?
  21. Chief Revenue Officer, Constant Contact Product Marketing is responsible for developing the unique value proposition of a company’s offer(s) and then helps bring that value prop to life by enabling all of the company’s channels. The cornerstone of developing the value prop revolves around understanding a company’s potential buyers and the unique needs addressed by the company’s offerings.
  22. And even though everyone’s definition is a little different, one thing is crystal clear.
  23. Great product marketing comes down to
  24. TL;DR Here’s the one slide recap if you want to clip
  25. Thanks for reading! Click here to learn more about Drift.

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