The job of a product marketer.

its working with product, sales, marketing and content.

Every time I have had a conversation with a fellow marketer or a founder, it always comes down to the need for a product marketer especially in a startup.

The need itself has to a separate conversation, here are the top 4 things that a product marketer does for the company and why they are important.

1. GTM

2. Sales enablement

3. Marketing support

4. Product support

G0-T0-Market

Most when they think of GTM, they are thinking of product launch.

GTM essentially is everything that happens before you launch and the product launch itself. Which usually includes product, marketing, branding, sales and exec teams working together.

If I had to make a list here is everything this includes,

• Messaging

• Competitor profiling and analysis

• Building a pitch

• Buying journey

• Pricing

• Channels and content

• Positioning

When you have all that or some semblance of that actually then a product launch happens.

Sales Enablement

This usually starts with the messaging and the pitch.

Then moves on to the collaterals that sales team would need to close an account plus help with researching new use cases and solutioning that might be required for pitching.

Here is a list,

• PPTs and decks

• Comparison tables

• Feature lists

• Use cases

• Case studies

• Customer testimonials

• Market and competitor insights

You can definitely add more to it, but I believe most can be summarized under this.

Marketing support

This one is where people get confused, though product marketer does help run campaigns but they themselves usually own a part of it.

For example, in a paid SM or search campaign , the responsibility of copy is on product marketer i.e. how well the copy performed and if it can be improved to match the customer preferences falls on the PMM to fix.

This is because copy usually is derived from positioning and messaging, which PMM has control over.

But as usual here is the list,

• Messaging and positioning

• Campaign support - think copies, creatives etc

• Content direction for content marketing

• Competitor analysis

• Customer profiling

Product support

There are 2 major themes that come up in case of product teams,

• Product/feature feedback

• New feature requests

Product feedback is pretty straight forward i.e. does the customer like the new feature, is it selling among other things.

New feature requests is where PMMs shine, understanding the market and talking with customers usually means PMMs along with sales have the insight on what's the next thing that customers would need in terms of features and advancements.

This helps product managers make decisions on what feature or product to prioritise and why?

At the core of it product marketing is a highly collaborative function that falls right in the middle of product, marketing, Sales and CS.

Essentially making sure all these departments function in sync and as they were meant to be.

That's about it folks.

Until next week.