What is Product Marketing - Complete Guide

What Is Product Marketing?

Product marketing is a crucial component to the success of your product. It is a fairly broad area of work that takes place at the intersection of product strategy and sales. It's about taking great products and making them work better for the customers. And the best part about this career pathway is that it can lead to many opportunities throughout your career!

Product marketing meaning is all about making sure your product is strategically aligned with your customers' needs. It comes down to figuring out what problems buyers face when purchasing a particular product, and positioning your product as the workaround solution to those challenges. Product marketers provide crucial insights, ideas, and guidance to help get a product into the hands of customers. They often engage through various channels such as email marketing, webinars, and more. A full-time marketing function requires a deep understanding of messaging, target audience, and conversion tactics. 

Why Product Marketing Is Important?

Product marketing is the approach and activities that marketers use to promote a product. The importance of Product marketing is huge in today's time because it generates interest in potential customers, communicates to current clients and/or prospects about new product benefits, highlights key differences between competing products, builds awareness of issues and opportunities, reports on market research results creates visual storyboards and use them as part of campaign programs.

Product marketing is the first step in creating an effective communication strategy, and the most effective method of converting customers into users. This involves creating a roadmap that will lead to a successful launch of any product. Product marketing is the very first step you need to take when starting to build your brand's position in the marketplace and how you want to be perceived by potential customers.

The Difference Between Product Marketing and Product Management?

Product managers and product marketers can have different roles and responsibilities within a company. While both positions should contribute to the larger goals of growing your product and brand, as well as contributing to the bottom line, there are unique characteristics that differentiate the two. Product management focuses on building products while product marketing supports the effort of implementing those products with customers.

Product managers are at the head of a company's product team and are in charge of nurturing customer satisfaction. They determine what products to build and how best to reach target customers. A product manager must be able to quickly assess potential market demand and product functionality, create an effective product roadmap, and communicate with internal and external stakeholders, who depend on this information for success.

Product marketing managers guide the development of a company's product line, identifying what makes customers buy products, analysing their needs and interests, researching competitors' products, and creating marketing strategies. Product marketers also work with salespeople who are selling their products and identify ways to meet customer needs.

What Are The Pillars Of Product Marketing?

There are basically four pillars of product management that highlight the importance of product marketing:

1. Intelligence

Product marketing is based on the assumption that product and market fit is the goal. The first step towards success is to have a thorough understanding of your market and its needs. Use qualitative (1) and quantitative research (2) to obtain a broad understanding of your target customers, their buying behaviour, and their pain points. This crucial work will be used throughout the rest of your go-to-market strategy, describing what you do and why it's important for your company.

2. Positioning

A company's positioning statement sets the language, tone, and personality of its brand. It defines your product or service. It sets the bar for the call to action and communicates how your product or service solves problems or meets value needs.

3. Launch

Developing a launch strategy begins by building a customer persona and use case, which will help you validate your customer needs. Then you partner with product management to decide on major vs. small releases, and where your product/feature falls in each tier of release. Finally, plan activities to market the feature based on the size of the audience and its impact on your product.

4. Enablement

Product marketing enablement is one of the most critical functions of the team. This is responsible for delivering training, tools, and collateral that enable the salespeople to be successful in the role. This role plays a similar role in product marketing as content marketing does for advertising.

What Makes Seekho a Great Place to Learn?

Seekho is a one-stop platform that allows users of all ages and levels to learn about careers in different domains. Seekho online learning platform membership includes access to pre-recorded videos, live chat sessions, and breakout sessions with teachers and mentors. Through your membership, you can join our community of thousands of like-minded people who are passionate about careers and making an impact in fields. With over 500+ recorded courses in different career domains, you can connect with experts, find out about jobs that are right for you and enlist the same with the help of career coaches to get you to your dream jobs. You can get a free trial membership at Seekho for 30 days as well. Our platform empowers thousands of individuals around the world through education and training opportunities in different fields such as Product Management, Consulting, Supply Chain Management, Entrepreneurship, Digital Marketing, Personal Development, HR Management, Finance, Productivity Tools, Analytics & Data Science.