In recent years, there has been a noticeable shift towards a more product-oriented world. This shift has led to changes in how businesses operate and prioritize growth strategies. In the past, traditional marketing and sales teams were relied upon to promote products. More recently, “customer success” teams were introduced to reduce customer churn by helping customers understand and maximize product usage. Now, there is another shift happening. Product marketing teams are in high demand as businesses realize the benefits of a product-led strategy in all stages of a product’s lifecycle – from building and marketing to selling and retaining customers.
Businesses are moving away from the spray and pray approach and focusing on personalized, trigger-based campaigns using marketing automation software. The upheaval in software growth has made marketers realize the importance of this change.
Product marketing is a combination of marketing efforts aimed at driving demand and sales for a company’s product or service. It encompasses the entire marketing journey of a product, emphasizing its significance in a competitive market. This includes website design, content, promotional videos, traffic ads, lead generation campaigns, and go-to-market campaigns. Product marketing involves two main aspects: understanding the market and communicating the product.
Understanding the market involves conducting persona and competitor research, supporting product development, and pricing. This requires collaboration with product development and business growth teams. Communicating the product is where product marketing overlaps with traditional marketing responsibilities. The focus areas of product marketing include sales, advertising, and organic content marketing. Product marketing managers work closely with sales teams to create sales collateral, collaborate with paid marketing teams on campaigns and launches, and ensure evergreen interest in the product through organic content marketing.
A product marketing team has various responsibilities. They manage product launches by coordinating with marketing, sales, and PR teams to create a successful launch. Market research is conducted to gain insights that shape the product and its communication to fit the market. Email marketing, sales collateral creation, user feedback collection, content creation, user onboarding, webinars, and release notes are also within the realm of product marketing.
The ideal product marketing team comprises a head of product marketing, product marketing manager, and content strategist. The head of product marketing leads the overall growth strategy, while the PMM handles day-to-day strategies. The content strategist is responsible for creating content based on specific initiatives. As the team expands, roles like sales enablement writer, end-user PMMs, product videographer, and data strategist can be added to enhance the team’s success.
Product marketing complements traditional marketing by working together to position the product accurately and highlight its best features to the target audience. Traditional marketing focuses on demand generation, while product marketing focuses on communicating the product effectively within its target demographic.
Collaboration between product marketing and traditional marketing teams is crucial for success.