The Future Of Software Product Marketing Isn’t In Software Or Marketing

Take a moment and Google “product marketing.” What you’ll find are endless blog posts and articles all trying to explain what exactly product marketing is, and it’s not hard to see why.

At best, product marketing’s fit within an organization can be described as unusual. At worst, it’s hazy, with roles, responsibilities and even metrics that vary from company to company. Product marketing isn’t quite sales or product management, but it’s not quite classical marketing either — at least not in the way most companies define traditional marketing roles related to demand generation, digital, brand/creative, content, search and events.

In its current state, I define product marketing as the process of bringing a product or service to market. To do this successfully, product marketers live at the intersection of sales, product management and marketing — and are responsible for understanding how a product technically works, articulating its value and defining its market fit, price and the right personas to sell to. Then finally, we are responsible for tactically managing the way a business introduces its new product to the world.

Aligning Product Management, Marketing And Sales

Product marketers help product management teams understand the real-world problems their solutions solve for the people they’re building them for. We also help sales and customer success teams with the tools, training and context they need to actually sell a new-value story to another human being. And finally, we provide marketing teams with the content they need to launch campaigns and the knowledge of whom to target…[Read More]