What Is Product Marketing Management?

Product Marketing, much like digital and traditional marketing, involves getting the product to market and making sure it reaches the right customers.

When we hear the word ‘marketing’, it’s usually followed by things like ‘social media’, ‘email campaigns’, and ‘blogging’, but Product Marketing is so much more than that! Product Marketing sits at the intersection between Product, Marketing, and Sales.

A Product Marketing Manager will constantly be working on different tasks for customers at these three levels of the funnel.

• Acquisition: Getting the customers attention, making people aware that your product exists and peaking their interest.
• Social media, newsletters, blogs, copywriting
• Engagement: Getting people involved in your community of fans.
• Events, CTAs, lead scoring, special offers/campaigns
• Retention/Conversion: Either keeping customers around (for subscription models) or converting them into paying customers (for one-time purchases).
• Building growth loops with Product.