Intro to Product Marketing
What is Product Marketing?
Product marketing is the process of promoting and selling a product to a target audience. It involves understanding customer needs and creating a strategy to position the product in the market.
Product Marketing: A CharterKelly provides a high-level overview on guiding principles, team values, and job responsibilities for a product marketing team.
What a Product Marketer Does
A product marketer is responsible for developing and executing marketing plans, conducting market research, creating messaging and positioning, and collaborating with cross-functional teams to bring a product to market.
Defining product marketing — and how it helps build productRaechal explains the 9 core functions of product marketing at Intercom: 1. Understanding customers 2. Competitor research 3. Problem statement and solution story 4. Beta testing 5. Product positioning 6. Product messaging 7. Product QA and the “Marketing Asset Milestone” 8. End to end user experience testing 9. Training teammates
What does product marketing do at GitLab?This handbook explains how Product Marketing fits into the broader strategic marketing function at GitLab. Click into "Product Marketing team" to learn how their team intersects and collaborates with other teams, what metrics they track, how they build use cases, and how they execute product releases and marketing launches.
How to Build A Product Marketing Team
Building a product marketing team requires identifying the necessary skills and roles, recruiting and hiring the right talent, establishing clear goals and objectives, and fostering a culture of collaboration and innovation. It also involves ongoing training and development to keep the team up-to-date with industry trends and best practices.
ClassPass’ CMO on How and When to Invest in Product MarketingJoanna provides a framework for how to decide when to build a product marketing team that includes looking at the size of your company and the complexity of your product portfolio.
