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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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:
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
Product Marketers are doing things like
writing positioning and messaging
for products and new features.
And thinking about how to
drive demand and usage of
those products and features.
But they’re also thinking about
the competitive landscape
and the market.
And how to help the sales
team sell more and close
more deals.
Or, in the words of some people
who are passionate about
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.
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.
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.
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?
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.
And even though everyone’s
definition is a little different,
one thing is crystal clear.