The role of the Product Marketing function is to translate complicated products/solutions/technology into simple messaging for customers to understand. Why is Product Marketing important? Whether your company is in the early stages of a startup or an established company, Product Marketing is important for any organization.
In addition, here are some important questions that Product Marketing can help the company with: What is the product? Why do customers need your product? Why is your product better than the competition? What is required to purchase your product? What are the main product messages that will be shared across all your channels?
Product Marketing operates at the center of product, marketing, sales, and customer success teams. Under the general marketing umbrella, there are many teams that are dedicated to the tactical areas of marketing: PR, email marketing, PPC and paid advertising, social media marketing, etc.
Without Product Marketing managing the commercialization of a product and leading the product launch, your marketing efforts will lack some key ingredients for success.
There are thousands of products on the market and chances are there are thousands of products similar to yours.
While your packaging can act as a portable billboard for your brand, it’s also a great way to speak directly to your customers.
While many companies spend a lot of time on the design and conceptualization of their product, packaging often comes as an afterthought rather than a priority.
We’ve moved away from more traditional marketing techniques like ‘our product is the best, that’s why you need it’.
The role of the Product Marketing function is to translate complicated products/solutions/technology into simple messaging for customers to understand.
Product Marketing defines the positioning, value proposition, and messaging of a product. They educate and create tools to ensure internal salespeople and external customers understand the product that is being brought to market. As well, Product Marketing creates the strategies and plans for generating the demand and usage of the product.