.svg)
Product Marketing Certified: Core Product Marketing Certified: Core
What is product marketing?
There's lots of ambiguity around the role of product marketing.
It's well known within the industry that the position can massively vary from one company to another and because of that it's notoriously tricky to nail down a definition for it.
Before we share our own, let's take a look at how other product marketers define the role.
Alicia Kearney, global product marketing manager of growth at Deliveroo summarizes it as the gloom that brings disparate stakeholders together.
We create scalable personalised customer experiences to drive growth, profit, and satisfaction.
Marvin Chow, the vice president of Global Marketing at Google, defines a product marketer as the liaison between the product engineers and the end user.
PMMs should be an expert on the user and their needs.
Great PMMs champion the voices of all users and celebrates and elevates diverse perspectives during the go to market process, PMMs should own the launch plan working to make the product a reality for all users.
And Carol Carpenter, the VP of product marketing at Google Cloud, succinctly describes the role and value of product marketing as to express the distinct value of our solutions to customers, expression of value.
And here's ours.
Product marketing is the driving force behind getting products to market and keeping them there.
Product marketers are the overarching voices of the customer, masterminds of messaging enablers of sales and accelerators of adoption all at the same time.
There's one thing that's pretty consistent across all of them, right?
The customer The people who use the product are at the heart of everything a product marketer puts their hand to and it's that product marketer to customer connection that's instrumental to successfully marketing products or services.
To achieve all this, the role of the product marketer is varied on any given day you could be working on everything from messaging templates to market research, to customer calls, to sales training, to analysis, to blog posts.
It really is the epitome of variety and of course there's the cross functional element too.
Product marketers don't work in a vacuum and their efforts rely on support from other business areas to be successful.
We've got a whole section dedicated to the cross functional and communication elements of product marketing later on. But to set the scene.
For now, in six circles, here's our take on the multi faceted role of products marketing.
The product team is pivotal in terms of ensuring you know what you're marketing and when you're marketing it.
The marketing team is essential in helping you fulfill your promotional activities and optimizing each channel.
Customer success is there to help you keep a pulse on what customers are saying, prevent churn and support cross and upsell opportunities.
Sales are your partners when it comes to making sure your product's value is being propositioned in a way that doesn't over or undersell it and is aligned with your market, persona, or segments requirements.
And finally, your customers filter in through each As well as speaking to customers yourself, of course, you should be gathering feedback from all these internal departments to uncover any trends that might be unraveling.
So in a nutshell, when done right, product marketing represents the voice of the customer before, during and after launch.
Clearly articulates a product's value in a way that resonates with the market.
And drives product, adoption, and advocacy.
Next, let's take a look at how product marketers actually get from a to b and achieve those results.
Not too long ago, we spoke to thousands of product marketers to see what their main responsibilities were, and here's what they said.
Product messaging and positioning.
Managing product launches, creating sales collateral, customer and market research Reporting on product marketing success, content marketing, managing the websites, product road map planning, and onboarding customers.
As we touched on a little earlier though, the role varies from industry to industry, company to company, and product to product.
And so what's a priority for someone else might not necessarily be one for you.
What we mean by this is for one product marketer, creating sales collateral might make up sixty percent of their job. And for another, it might account for just twenty five percent of it.
The stage your company is at will play a huge role in this too.
If you're a startup, for example, you're probably going to be getting stuck in with a bit of everything.
As companies start to expand and become more established though, often the role becomes more focused and you might just be primarily tasked with overseeing a product's messaging or go to market strategy or research, for example.
You'll also have a lot more subject matter experts at your disposal at these big organisations.
And that means you might not have to physically create the content marketing assets yourself.
It might be done by a dedicated copywriter. For example, or you might have SEO teams who take care of your organic strategy and so on.
Who knows what those variances will look like down the line, but for now, you could say it's part and parcel with the product marketing role.
Another thing worth mentioning before we get stuck into our playbook is the sheer variety of backgrounds product marketers have.
We speak to product marketers every day. And as part of our product marketing inside a podcast series, we ask, how did you get into product marketing in the first place and the answer's almost always different Some people come from marketing, others sales, others customer success, others product, others engineers, There really is no such thing as one right or wrong set path.
What is product marketing?
There's lots of ambiguity around the role of product marketing.
It's well known within the industry that the position can massively vary from one company to another and because of that it's notoriously tricky to nail down a definition for it.
Before we share our own, let's take a look at how other product marketers define the role.
Alicia Kearney, global product marketing manager of growth at Deliveroo summarizes it as the gloom that brings disparate stakeholders together.
We create scalable personalised customer experiences to drive growth, profit, and satisfaction.
Marvin Chow, the vice president of Global Marketing at Google, defines a product marketer as the liaison between the product engineers and the end user.
PMMs should be an expert on the user and their needs.
Great PMMs champion the voices of all users and celebrates and elevates diverse perspectives during the go to market process, PMMs should own the launch plan working to make the product a reality for all users.
And Carol Carpenter, the VP of product marketing at Google Cloud, succinctly describes the role and value of product marketing as to express the distinct value of our solutions to customers, expression of value.
And here's ours.
Product marketing is the driving force behind getting products to market and keeping them there.
Product marketers are the overarching voices of the customer, masterminds of messaging enablers of sales and accelerators of adoption all at the same time.
There's one thing that's pretty consistent across all of them, right?
The customer The people who use the product are at the heart of everything a product marketer puts their hand to and it's that product marketer to customer connection that's instrumental to successfully marketing products or services.
To achieve all this, the role of the product marketer is varied on any given day you could be working on everything from messaging templates to market research, to customer calls, to sales training, to analysis, to blog posts.
It really is the epitome of variety and of course there's the cross functional element too.
Product marketers don't work in a vacuum and their efforts rely on support from other business areas to be successful.
We've got a whole section dedicated to the cross functional and communication elements of product marketing later on. But to set the scene.
For now, in six circles, here's our take on the multi faceted role of products marketing.
The product team is pivotal in terms of ensuring you know what you're marketing and when you're marketing it.
The marketing team is essential in helping you fulfill your promotional activities and optimizing each channel.
Customer success is there to help you keep a pulse on what customers are saying, prevent churn and support cross and upsell opportunities.
Sales are your partners when it comes to making sure your product's value is being propositioned in a way that doesn't over or undersell it and is aligned with your market, persona, or segments requirements.
And finally, your customers filter in through each As well as speaking to customers yourself, of course, you should be gathering feedback from all these internal departments to uncover any trends that might be unraveling.
So in a nutshell, when done right, product marketing represents the voice of the customer before, during and after launch.
Clearly articulates a product's value in a way that resonates with the market.
And drives product, adoption, and advocacy.
Next, let's take a look at how product marketers actually get from a to b and achieve those results.
Not too long ago, we spoke to thousands of product marketers to see what their main responsibilities were, and here's what they said.
Product messaging and positioning.
Managing product launches, creating sales collateral, customer and market research Reporting on product marketing success, content marketing, managing the websites, product road map planning, and onboarding customers.
As we touched on a little earlier though, the role varies from industry to industry, company to company, and product to product.
And so what's a priority for someone else might not necessarily be one for you.
What we mean by this is for one product marketer, creating sales collateral might make up sixty percent of their job. And for another, it might account for just twenty five percent of it.
The stage your company is at will play a huge role in this too.
If you're a startup, for example, you're probably going to be getting stuck in with a bit of everything.
As companies start to expand and become more established though, often the role becomes more focused and you might just be primarily tasked with overseeing a product's messaging or go to market strategy or research, for example.
You'll also have a lot more subject matter experts at your disposal at these big organisations.
And that means you might not have to physically create the content marketing assets yourself.
It might be done by a dedicated copywriter. For example, or you might have SEO teams who take care of your organic strategy and so on.
Who knows what those variances will look like down the line, but for now, you could say it's part and parcel with the product marketing role.
Another thing worth mentioning before we get stuck into our playbook is the sheer variety of backgrounds product marketers have.
We speak to product marketers every day. And as part of our product marketing inside a podcast series, we ask, how did you get into product marketing in the first place and the answer's almost always different Some people come from marketing, others sales, others customer success, others product, others engineers, There really is no such thing as one right or wrong set path.
What is product marketing?
There's lots of ambiguity around the role of product marketing.
It's well known within the industry that the position can massively vary from one company to another and because of that it's notoriously tricky to nail down a definition for it.
Before we share our own, let's take a look at how other product marketers define the role.
Alicia Kearney, global product marketing manager of growth at Deliveroo summarizes it as the gloom that brings disparate stakeholders together.
We create scalable personalised customer experiences to drive growth, profit, and satisfaction.
Marvin Chow, the vice president of Global Marketing at Google, defines a product marketer as the liaison between the product engineers and the end user.
PMMs should be an expert on the user and their needs.
Great PMMs champion the voices of all users and celebrates and elevates diverse perspectives during the go to market process, PMMs should own the launch plan working to make the product a reality for all users.
And Carol Carpenter, the VP of product marketing at Google Cloud, succinctly describes the role and value of product marketing as to express the distinct value of our solutions to customers, expression of value.
And here's ours.
Product marketing is the driving force behind getting products to market and keeping them there.
Product marketers are the overarching voices of the customer, masterminds of messaging enablers of sales and accelerators of adoption all at the same time.
There's one thing that's pretty consistent across all of them, right?
The customer The people who use the product are at the heart of everything a product marketer puts their hand to and it's that product marketer to customer connection that's instrumental to successfully marketing products or services.
To achieve all this, the role of the product marketer is varied on any given day you could be working on everything from messaging templates to market research, to customer calls, to sales training, to analysis, to blog posts.
It really is the epitome of variety and of course there's the cross functional element too.
Product marketers don't work in a vacuum and their efforts rely on support from other business areas to be successful.
We've got a whole section dedicated to the cross functional and communication elements of product marketing later on. But to set the scene.
For now, in six circles, here's our take on the multi faceted role of products marketing.
The product team is pivotal in terms of ensuring you know what you're marketing and when you're marketing it.
The marketing team is essential in helping you fulfill your promotional activities and optimizing each channel.
Customer success is there to help you keep a pulse on what customers are saying, prevent churn and support cross and upsell opportunities.
Sales are your partners when it comes to making sure your product's value is being propositioned in a way that doesn't over or undersell it and is aligned with your market, persona, or segments requirements.
And finally, your customers filter in through each As well as speaking to customers yourself, of course, you should be gathering feedback from all these internal departments to uncover any trends that might be unraveling.
So in a nutshell, when done right, product marketing represents the voice of the customer before, during and after launch.
Clearly articulates a product's value in a way that resonates with the market.
And drives product, adoption, and advocacy.
Next, let's take a look at how product marketers actually get from a to b and achieve those results.
Not too long ago, we spoke to thousands of product marketers to see what their main responsibilities were, and here's what they said.
Product messaging and positioning.
Managing product launches, creating sales collateral, customer and market research Reporting on product marketing success, content marketing, managing the websites, product road map planning, and onboarding customers.
As we touched on a little earlier though, the role varies from industry to industry, company to company, and product to product.
And so what's a priority for someone else might not necessarily be one for you.
What we mean by this is for one product marketer, creating sales collateral might make up sixty percent of their job. And for another, it might account for just twenty five percent of it.
The stage your company is at will play a huge role in this too.
If you're a startup, for example, you're probably going to be getting stuck in with a bit of everything.
As companies start to expand and become more established though, often the role becomes more focused and you might just be primarily tasked with overseeing a product's messaging or go to market strategy or research, for example.
You'll also have a lot more subject matter experts at your disposal at these big organisations.
And that means you might not have to physically create the content marketing assets yourself.
It might be done by a dedicated copywriter. For example, or you might have SEO teams who take care of your organic strategy and so on.
Who knows what those variances will look like down the line, but for now, you could say it's part and parcel with the product marketing role.
Another thing worth mentioning before we get stuck into our playbook is the sheer variety of backgrounds product marketers have.
We speak to product marketers every day. And as part of our product marketing inside a podcast series, we ask, how did you get into product marketing in the first place and the answer's almost always different Some people come from marketing, others sales, others customer success, others product, others engineers, There really is no such thing as one right or wrong set path.
Enjoying this course?
Access the full certification.
Get certified with the full version of this course.