Noun: critical partner of a product management team, exact definitions vary. See pages 1-24 for how product managers define it.

2. Top 26 definitions of
Product Marketing
from Product Managers
We surveyed 26 Product Managers to find
out how they define Product Marketing.
Here’s how they describe the role:

3. “To define simply, product
management’s core responsibility
is to define the product - and
product marketing’s core
responsibility is to tell the world
about it.”

4. “The glue that brings
everything together to GTM.”

5. “I define the role of product
marketing as the storyteller for the
product outside the four-walls of
the company.”

6. “Content n presentation”

7. “PMM translates the core product
values - how the product is
positioned, the benefits of the
features, the business problems
that are solved - into concise,
targeted messaging for the
external audience, so that people
understand what the product does
for them.”

8. “A product manager who spends a
high percentage of time talking/
listening with people outside the
building (prospects, market,
competitors, stakeholders, users).”

9. “Help us identify what things we
should build next and promote
and create awareness of the value
of features we're building.”

10. “The marketing discipline that
focuses on ensuring that the
market demand for a product is
correctly satisfied.”

11. “The product marketer is the
advocate for and representative of
the user/customer in the product
process. They are also closely
involved with explaining and
landing features and products
with those users.”

12. “Crafting the strategy for how to
position the product in the market
and the means by which we
engage potential customers.”

13. “Helping to communicate the
value of a product or feature to
the market.”

14. "It varies by company and GTM, but overall, I'd
say PMM is responsible for 2 high level things:
(inbound) understand the high level market
opportunities, customer requirements and
competitive pressure of various markets, and
bring that to the Product team so that we are
building solutions for problem spaces with
best chance of the biggest success, (aka write
the MRD); (outbound) once a solution is built,
craft the right messaging & communications
around that thing to tell the originally targeted
market about the awesome thing we have"

15. “Product marketing's purpose is to
best market features of the product.
What is it about the product that
makes it appealing and valuable?
How can it be integrated into generic
businesses in everyday operations?
They increase awareness of the
products uses and value.”

16. “Product Marketing owns the User
Persona(s) and communicates to
them within the product and
about the product.”

17. “Works with product team to
understand product (features,
solutions, market, etc) to identify
channels and engagement methods
to capture/retain clients/customers.”

18. “In short, I say Product Management
defines the target segment and the
value proposition. Product Marketing
articulates messages to the market,
and creates and runs programs to
find qualified leads based on the
segmentation and value prop.
(And of course, also does stuff to
help Sales be effective.)”

19. “Owns go-to-market strategy,
product launch and sales
enablement.”

20. “A person dedicated to help product
team to scale its revenue through ways
which seem reasonable for product in
particular time. These ways might be
different, like SEO, social media
marketing, account-based marketing,
but also - user research, deep interview,
brand marketing etc. The main value in
product marketing manager not to be a
specialist in some marketing style, but to
choose wisely which way is the best fit
for now.”

21. “Be the expert on the market for
the product - the size, the best
way to sell to that market (what
sort of targeting strategies), as
well as the budget that that
market has for purchasing.”

22. “Project the business value of products
and solutions to the market
a. Amplify the organization's POV in the
market and what differentiates it from
competitors.
b. Identify buyer personas and ensure
marketing is appropriately targeted to
address their pain points and desires."

23. “Take the product capabilities and
work across different channel to
message it out.”

24. “Bridging product and market,
new product design & innovation
with (potential or existing) user or
customer base.”

25. “I feel that product marketing’s main role
is to ensure that a product is promoted
and represented in such a manner that it
reflects the intent of the product design or
plan. It is critical that product planning
and product marketing teams work
together effectively in order to accurately
represent the capabilities of the product
and to ensure that this messaging is
delivered to the appropriate audience.”

26. “Take the product to market by
delivering the right message to
the target customers via the most
effective channels and partners.”

27. “Take care of the market side
of product, e.g. positioning,
messaging, customers, end to end
experience, competitor research.”

28. “The role of product marketing
should be the point person who
creates/gathers/manages all of the
client facing collateral for a product
- from online, brochures, etc.”