Within the world of marketing there are numerous areas of specialization. One of the most critical, and often one of the most confusing and least understood, is Product Marketing. This blog will help you quickly and easily understand what product marketing does, where product marketing is located within the organization, and why product marketing provides such a critical marketing function.
There are numerous marketing areas of specialization. One of the most critical, and often confusing, is Product Marketing.
This short presentation will help you quickly and easily understand what product marketing is, where it sits within the organization, and what it does.
Describes how product / industry marketing must evolve to ensure marketing effectiveness, i.e. sales and marketing success, in an increasingly crowded marketplace. Content is based upon my personal insight, marketing a range of high tech. product products and services, for a number of companies across the TMT sector.
Our Product Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive product marketing plan.
Developing effective messaging and value propositionsGerardo A Dada
A short presentation on the essential components of an effective messaging framework, positioning, targeting, segmentation, personas and building value proposition documents that assist marketing teams execute campaigns that have both effective and consistent messaging.
There are numerous marketing areas of specialization. One of the most critical, and often confusing, is Product Marketing.
This short presentation will help you quickly and easily understand what product marketing is, where it sits within the organization, and what it does.
Describes how product / industry marketing must evolve to ensure marketing effectiveness, i.e. sales and marketing success, in an increasingly crowded marketplace. Content is based upon my personal insight, marketing a range of high tech. product products and services, for a number of companies across the TMT sector.
Our Product Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive product marketing plan.
Developing effective messaging and value propositionsGerardo A Dada
A short presentation on the essential components of an effective messaging framework, positioning, targeting, segmentation, personas and building value proposition documents that assist marketing teams execute campaigns that have both effective and consistent messaging.
One Definition of Product Marketing | Product Marketing SummitJosie King
A presentation by Jim Walker, VP of Product Marketing, Cockroach Labs.
If you read a few job descriptions for a product marketing you'll quickly realize that everyone has their own definition of the role. In this session, we will walk through a conceptual definition of the role and how it can help you align expectations, hire what you need, and demonstrate value to your organization.
Presented to the product marketing community at the Product Marketing Summit New York 2019
Marketing is dead: long live product marketingJohnny Russo
In a world where traditional interrupt-driven, un-targeted, sales-oriented marketing is no longer effective, the nature of marketing has fundamentally changed. As marketing has changed, so has the role of product marketing. This webinar will discuss how smart Product Marketers are using inbound marketing, content, and social media. Can product marketing save marketing from itself?
Scaling Product Marketing at a High-Growth Startup - Product Marketing SummitJosie King
A presentation from Diana Smith, Head of Product Marketing, Segment
Diana covers the evolution of the product marketing team at Segment as it grew from 10 to 400 people.
Diana shares how she built out the team, changed their focus, added team members, and delineated their responsibilities over time.
Presented to the product marketing community at the Product Marketing Summit New York 2019
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Rahul Mathew from Jifflenow throws light on the essentials of a product marketing strategy. From the deck, you will gain insight on:
Overview of Product Marketing
Introduction to the Product Marketing Framework
Key Elements of Product Marketing
Download the 2018 Product Marketing Trends Report to learn where tech and cyber security companies are focusing their product marketing efforts.
Download The 2018 Product Marketing Trends Report Showing:
1. Non public versus public companies
2. Cyber security
3. Martech
4. Fintech
5. Infotech Services
6. Infotech
A Go to Market Strategy is a strategic plan that organizations use to outline how they will bring a new product, service, or business model to market. This strategy is created with the intention of attaining competitive advantage in the industry by improving the overall product experience of the customer (e.g., reasonable price, high quality materials, etc.). While creating an enticing value proposition is a commonly used strategic plan of organizations, the Go to Market Strategy is unique in that it specifically highlights how the company will use internal and external resources to differentiate and establish itself to succeed in a new market segment or geography.
Fill out the template on the next page with ideas related to your Go to Market Strategy.
This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.
Slides from CTA Conf 2018 hosted by Unbounce
- How and when to invest in product marketing
- How product marketing work with other teams
- Positioning, messaging and go-to-market frameworks
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Welcome to the dynamic world of product marketing! Whether you're a seasoned marketing professional or just stepping into the captivating realm of marketing, understanding the nuances of product marketing is essential. In this article, we're going to take a deep dive into the heart of product marketing and explore what it entails.
One Definition of Product Marketing | Product Marketing SummitJosie King
A presentation by Jim Walker, VP of Product Marketing, Cockroach Labs.
If you read a few job descriptions for a product marketing you'll quickly realize that everyone has their own definition of the role. In this session, we will walk through a conceptual definition of the role and how it can help you align expectations, hire what you need, and demonstrate value to your organization.
Presented to the product marketing community at the Product Marketing Summit New York 2019
Marketing is dead: long live product marketingJohnny Russo
In a world where traditional interrupt-driven, un-targeted, sales-oriented marketing is no longer effective, the nature of marketing has fundamentally changed. As marketing has changed, so has the role of product marketing. This webinar will discuss how smart Product Marketers are using inbound marketing, content, and social media. Can product marketing save marketing from itself?
Scaling Product Marketing at a High-Growth Startup - Product Marketing SummitJosie King
A presentation from Diana Smith, Head of Product Marketing, Segment
Diana covers the evolution of the product marketing team at Segment as it grew from 10 to 400 people.
Diana shares how she built out the team, changed their focus, added team members, and delineated their responsibilities over time.
Presented to the product marketing community at the Product Marketing Summit New York 2019
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Rahul Mathew from Jifflenow throws light on the essentials of a product marketing strategy. From the deck, you will gain insight on:
Overview of Product Marketing
Introduction to the Product Marketing Framework
Key Elements of Product Marketing
Download the 2018 Product Marketing Trends Report to learn where tech and cyber security companies are focusing their product marketing efforts.
Download The 2018 Product Marketing Trends Report Showing:
1. Non public versus public companies
2. Cyber security
3. Martech
4. Fintech
5. Infotech Services
6. Infotech
A Go to Market Strategy is a strategic plan that organizations use to outline how they will bring a new product, service, or business model to market. This strategy is created with the intention of attaining competitive advantage in the industry by improving the overall product experience of the customer (e.g., reasonable price, high quality materials, etc.). While creating an enticing value proposition is a commonly used strategic plan of organizations, the Go to Market Strategy is unique in that it specifically highlights how the company will use internal and external resources to differentiate and establish itself to succeed in a new market segment or geography.
Fill out the template on the next page with ideas related to your Go to Market Strategy.
This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.
Slides from CTA Conf 2018 hosted by Unbounce
- How and when to invest in product marketing
- How product marketing work with other teams
- Positioning, messaging and go-to-market frameworks
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Welcome to the dynamic world of product marketing! Whether you're a seasoned marketing professional or just stepping into the captivating realm of marketing, understanding the nuances of product marketing is essential. In this article, we're going to take a deep dive into the heart of product marketing and explore what it entails.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
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Successful Marketing Starts With A StrategySpryIdeas
Of course, as any savvy marketer knows, in today’s world, nurturing or drip marketing can be a powerful tool to grow your business, which involves sending or “dripping” messages to customers or prospects over time. In other words, marketing ain’t what it used to be. In fact, some experts say marketing is evolving faster than universities can develop new courses to teach the next generation of marketers – they are essentially learning on the job. (http://bit.ly/2ghsK8H)
Successful Marketing Starts with a StrategyKatie Spence
Once we’ve crafted a strategy for messaging to customers, Spry Ideas puts the nuts-and-bolts tactics in place that assure ROI on content dollars. Quite often we find companies have no clear objectives for their content and no way of measuring the ROI on content or social media spends. They just write more, tweet more, and hope for the best. Our well-executed content marketing strategies have clear goals and measurable returns. We also offer marketing automation solutions to provide enhanced efficiencies and expanded analytics for clients. You should know that your content is reaching buyers and impacting their buying journeys and we can show you how.
Generative AI, aka tools like ChatGPT and Google Bard, are the latest shiny object in the tech space. As such, they’re getting a lot of attention right now, so the potential exists for a lot of great ways to use them. This article will discuss one area, marketing, and how marketing professionals might be able to use generative AI technology in their jobs.
Why All Marketers Should Work in Sales (part 1 of 2)Richard Hatheway
In the first part of this article I discuss how marketing has a visibility and credibility problem – they’re not seen as critical to business success and the results they present often don’t reflect business relevance. Due to this, marketing is primarily viewed as a support function to sales.
Everyone in business – and in marketing especially – knows that you need to have a value proposition (aka, value prop). But yet, no one really seems to know why, it’s just one of those things that if you’re in business, you’re supposed to have.
What’s worse, many marketers don’t know what a value prop should include or how to develop one. In Part 2 of this blog, we’ll explain how to quickly and easily craft an effective value proposition.
Everyone in business – and in marketing especially – knows that you need to have a value proposition (aka, value prop). But yet, no one really seems to know why; it’s just one of those things that if you’re in business, you’re supposed to have.
This blog will explain what a value prop is and why you need one.
Marketing, like any other aspect of business, requires careful planning to be effective. However, depending on the type of business, there are many different types and styles of marketing, ranging from traditional marketing to digital marketing that can be used to help a business grow. However, regardless of the type of marketing used, there are several basic steps that must be followed in order for it to be successful.
This blog will briefly highlight the basic steps that all marketers should follow before beginning development of any marketing activity.
In the COVID-19-influenced world, a company’s digital presence is typically the first thing a customer turns to or discovers when they seek information about your products or services. That’s why the use of digital marketing is critical to business success. This article will provide an introduction to what digital marketing is, some items to consider when developing a digital marketing strategy, and some of the different digital marketing channels that are available for you to use.
Recruiters & Hiring Managers: Remember Professional Courtesy in the Hiring Pr...Richard Hatheway
This blog is addressed to all Hiring Managers, Recruiters, HR personnel and anyone else involved in the job screening and interviewing process. It addresses the lack of professional courtesy that many job seekers experience on a regular basis. It also explains several very good reasons (that are often forgotten or overlooked) why the hiring manager (et al) should act more professionally and follow up with candidates that they've spoken with about potential jobs.
Sales enablement and content marketing are both critical components of any effective marketing strategy. But they’re often viewed as completely separate functions that are done independently of one another. The reality though, is that for them to be most effective, they need to work together.
This blog will provide an overview of both to help you understand the value of using them together in your business.
Marketing is a business necessity, but should marketing be done during times of crisis? And if so, how?
This blog will provide you with a few ideas and Do’s and Don’ts to consider.
The Realities of Implementing a Remote WorkforceRichard Hatheway
Due to the COVID-19 pandemic, businesses large and small are stating they're encouraging their employees to work remotely, but have they considered what needs to be done to make that happen? This article highlights several areas across the business that need to be considered in order for remote working to be effective.
Remote Employees - Are They Right For Your BusinessRichard Hatheway
Employers are beginning to realize that the COVID-19 virus will not only impact their business operations today, but it will also continue to impact them into the foreseeable future. Due to this, the standard employer-employee business model needs to change and new options, such as remote workers, need to be considered.
This blog provides a few things for businesses to consider about using remote employees.
Buyer personas are a useful tool to have in any marketer’s toolbox, as they help you understand your customers better. However, many marketers don’t know how to develop a buyer persona or even how to get started.
This article will provide you with an overview of what a buyer persona is, and outline the basic steps needed to develop a buyer persona.
Companies today take many approaches when it comes to growing their business and marketing their products, but there are two primary forms that most of the others can be combined into: whether the business is Sales-driven or Marketing-driven. Knowing which approach your business uses helps you understand what needs to be done to get your product in front of potential customers.
This blog will provide a brief overview to help you understand the differences.
Sales and Marketing Alignment - The Secret to More RevenueRichard Hatheway
This article will explain what Sales and Marketing alignment is, explain the benefits of Sales and Marketing alignment, and provide best practices to help more fully align your Sales and Marketing departments.
The Complete Guide to Developing a Marketing BudgetRichard Hatheway
Marketing budgets are a business critical tool, as they help you determine what the costs will be for the various campaigns, programs and activities that the Marketing Department runs throughout the year. Unfortunately, most marketers don’t know how or where to begin creating a budget. While business courses in college may have touched on the subject, the reality is that most marketers learn how to develop a budget on the job, often through trial-and-error.
This blog will provide an overview and outline of the basic steps needed to develop a marketing budget from scratch.
It's Sales AND Marketing, NOT Sales OR MarketingRichard Hatheway
Sales and Marketing departments are critical, integral functions to businesses. As such, they need to work together to ensure that the desired outcome for both functions - sales - occurs. Unfortunately, that often does not happen.
Do you use Calls To Action (CTAs)? Do you know what a CTA is? This blog will give a quick, concise overview of what they are, how they can be used and why you really should be using them.
Regardless of size, all business owners need to understand that marketing is critical to the success of their business. This blog provides insights to help them do that.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Introduction to Product Marketing
1. Introduction to Product Marketing
Overview
Within the world of marketing there are numerous areas of specialization. One of the
most critical, and often one of the most confusing and least understood, is Product
Marketing.
The Product Marketing function occupies a unique spot in the corporate marketing
structure. This is because unlike other marketing teams that only have one specific
responsibility or function, Product Marketing is often considered to be the “marketing
hub” (or clearinghouse) for information about the company’s products. Because of this,
Product Marketing has multiple responsibilities and typically engages with multiple
organizations across the business on a regular basis.
This blog will help you quickly and easily understand what product marketing does,
where product marketing is located within the organization, and why product marketing
provides such a critical marketing function.
What Product Marketing Does
In most businesses, Product Marketing’s primary function is to take the detailed
information about a product from the product development and product management
teams and convert that information into more easily understood customer-facing
information. This is done to help clarify what the product actually does, and, more
importantly, to clearly describe the problem(s) that the product addresses or solves for a
customer. This information is then used in a variety of different ways.
2. However, if you try to find a definition of Product Marketing in a dictionary, you’re likely
to find numerous, often conflicting definitions, but none of them capture the full scope of
what Product Marketing actually does. This just highlights the confusion that exists
around this important marketing function. That’s why I define Product Marketing at a
high level as, “the process of promoting and bringing a product for sale to the market.”
Sounds straightforward, right?
It’s not really, because that process includes everything related to bringing a new
product to market. Depending on the company, Product Marketing is responsible for
some or all of the following:
Understanding competitive products, their features, and how they are positioned
Analyzing and understanding customer issues, pain points, needs and wants
Knowing which channels customers use to do research and find information on
potential solutions
Developing and executing the go-to-market strategy
Developing the product value prop, messaging and positioning
Developing reference material that is used for internal, as well as external,
communications
Developing content that informs and educates
Driving awareness and demand for the product
Ensuring sales and channel partners have all the right tools, training and
information needed to sell the product
Working closely with field marketing, sales and channel partners
In other words, Product Marketing owns the entire process required to successfully
launch, drive awareness of and sell a product.
But Product Marketing is involved in a lot more than just launching products. After a
product is launched, Product Marketing may also be involved in one of more of the
following types of activities:
Developing new content and materials to continue to inform, educate and
engage with new customers after the initial sale
Working with various internal organizations on developing new messaging,
positioning, and materials to help move potential customers through the sales
funnel
Developing and updating existing content and materials to inform, educate and
engage with existing customers
Meeting with customers alongside sales and partners
Capturing feedback and input from customers, sales, partners, and the
marketplace and provide that information back into the product development
organization. This information may consist of new features customers would like
to see, fixes to be made, the direction the market is moving, information on
3. competitive products, etc. That information is then used to help inform, update,
change and drive the product roadmap.
Beginning to plan for the next product launch or update
These activities help keep the business connected to and engaged with their customers.
That is why, from pre-launch, to the product launch, to post-launch, to planning for the
next launch, Product Marketing is one of the most critical marketing functions that exists
within a business. Without Product Marketing, businesses would be unable to
successfully position and launch new products into the marketplace.
Where Product Marketing Is Located Within the Company
Depending on the type of business and the corporate structure it uses, the Product
Marketing function may be located in various different organizations. While there is no
right or wrong location, there are several common structures that this blog will discuss.
Here are some of the most common locations for where the Product Marketing function
may be located within a company:
1) Many large corporations often have a stand-alone Product Marketing
organization that supports different business units and/or products. This type of
Product Marketing organization is usually an overlay to the product lines and
works well when all the products have similar features or provide similar
functionality.
2) In large companies, Product Marketing may be part of a Product organization.
This type of structure typically includes product development, product
management and Product Marketing functions. This type of structure provides
the tight alignment that must exist between the marketing and development
functions. If there are multiple products, there may also be multiple Product
Marketing teams, each one focused on a specific product line.
3) If the company is very engineering-, technology- or product-driven, the Product
Marketing function may be located within an Engineering organization. This type
of structure ensures tight alignment with the engineering teams.
4) If the company is smaller, Product Marketing may be part of a Corporate
Marketing or other Marketing organization. This type of corporate structure often
does not have a separate Product Marketing team, but instead just assigns
product marketing tasks as needed.
5) In some businesses, Product Marketing may even be part of the Sales
organization. This type of structure is usually used when Product Marketing is
considered to be primarily a support function to sales.
Ultimately, where the Product Marketing function resides and what the reporting chain is
will depend on the type of company and what the specific business requirements are.
Regardless of where exactly within the business it is located, Product Marketing is one
of the most critical marketing functions that exists. However, in order for Product
4. Marketing to be the most effective, it must be located where it makes the most sense for
it to be able to support the specific business requirements. That is why there are several
different locations where the Product Marketing function can typically be found.
Why Product Marketing Is Critical to the Success of a Business
As stated earlier, Product Marketing’s primary function is to help bring products to
market. It does that through a variety of tactics and channels. But before Product
Marketing can do that, it must gather all of the required information about the product
from the product development, engineering and other teams that are involved in
developing a new product.
Depending on whether it is a new product that is being brought to market or is a revision
to an existing product, the required information that must be gathered may contain
some or all of the following: what the product does, how the product works, detailed
specifications, revision information, functional information, integration requirements,
technical information, installation instructions, operating instructions, user guides,
benefits information, and more.
Product Marketing then uses that information to develop the product value prop,
messaging, positioning and customer-facing content in a format that potential customers
will be able to use and understand. This content may take the form of use cases, white
papers, case studies, articles, blogs, slide decks, demos, videos, or whatever format is
most effective in communicating information about the product to the customer.
In effect, Product Marketing provides a translation function – taking complex information
about the product from the product developers and translating it into more easily
digestible, easily understood customer-facing content. This is one of the most critical
functions that Product Marketing provides.
In order to effectively develop this type of content, the Product Marketer must have an
in-depth understanding of not only what the product is, but what it does, how it does it,
and what the customer pain point or issue is that the product solves. He must also have
detailed knowledge and understanding of the customer, their business, their industry,
the market and the competition. Because of this, the Product Marketing function is often
one of the few organizations in the business with the full view and understanding of not
only the product, but the customers, market and competitors as well, so it is able to
provide valuable insight and information to various other internal organizations. This is
another reason the Product Marketing function is so critical.
After Product Marketing develops the content, it is then leveraged and used by different
organizations across the business. While some organizations may use the content as it
was originally developed, others may modify it (such as posting smaller sections as
tweets or creating corporate communications and announcements based on it). All of
these actions also help drive awareness of the new product into the marketplace, to