Learn more about product with this collection
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The psychology behind storytelling
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What is Product Marketing?
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.
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What Does a Product Marketing Manager Do?
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.
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Product Management vs Product Marketing Management
A Product Manager is the voice of the product within the company, and a Product Marketing Manager is the voice of the product to the outside world.
A Product Manager is more focused on getting the product built. Owning and creating the go-to-market strategy is one of the most important parts of the Product Marketing Manager role.
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Transition to Product Marketing
If you’re currently a Product Manager but would like a job with more creative flair, Product Marketing might be the one for you.
- The best way to make any transition is within your own company. You could start by asking a current PMM to grab a coffee and talk shop. Many larger companies organize rotational shadowing schemes which would allow you some exposure to the role.
- When applying for a role, try to highlight any experiences you’ve had which correlate with PMM responsibilities. Have you had any previous experiences working closely with a marketing team?
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