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Intro to Product Marketing

Product marketing lets a customer know that a product exists and explains why they should care about the product. This includes the Positioning, messaging, channel selection, launch, and ongoing communication between a company and the market for its products.

  1. 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.
    • Slack logo
      Product Marketing: A Charter

      Kelly Watkins, VP, Global Marketing, Slack

      Kelly provides a high-level overview on guiding principles, team values, and job responsibilities for a product marketing team.

  2. 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.
    • Intercom logo
      Defining product marketing — and how it helps build product

      Raechel Lambert, Product Marketing Manager, Intercom

      Raechal 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
    • GitLab logo
      What does product marketing do at GitLab?

      GitLab, Editorial Team, 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.

  3. 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.