Product Marketing

Product marketing is the marketing discipline responsible for positioning, key messaging, launch and ongoing promotion of an individual product or product family. Unlike general marketing or brand communication, product marketing works close to the product and ensures that benefits, audience and messages reach the market in a consistent and sales effective way.

Tasks in detail

Product marketing managers define positioning and messaging, create sales enablement material, run launch campaigns, keep competitive intelligence current, train sales and customer success, write website, datasheets and case studies and look after ongoing communication about the product across its life cycle.

Interfaces

The role works closely with product management, sales, customer success, performance marketing and brand. In B2B companies, product marketing often owns the sales pitch deck and demo content, while in B2C companies the role frequently owns packaging design, retail presence and existing customer campaigns. Clear interfaces avoid duplicate work between product, marketing and sales.

Practical use

In day to day marketing, product marketing supplies the content and messaging used in email campaigns, ads, websites and sales conversations. Anyone running newsletters regularly benefits when product marketing delivers fresh messaging modules, use cases and success stories every quarter, which can be fed into mailings and provide variety and relevance.