What is product marketing?

[Music] hi everyone and welcome to the product marketing Alliance YouTube channel if you're watching this video then you want to know a little bit more about what product marketing actually is my name is Brian piss and in this video I'm going to take you back to the basics and touch on some of the examples of product marketing why it's important and what it's responsible for in a nutshell product marketing is the drive and force behind getting products to Market and keeping them there as April Dunford puts it product marketers are the people responsible for being able to deeply understand and therefore articulate what is different and better and remarkable about your offering for your target people product marketers are responsible for a variety of deliverables and are a fundamental part of the product life cycle they're the mass masterminds behind making product features appeal to the senses whether that's through email marketing webinars or other marketing functions and are some of the world's most accomplished plate Spinners playing a crucial role in ensuring products appease the company's Target customer in six very simple circles the role looks a bit like this [Music] product marketing sits at the heart the intersection and the core of successful companies product marketers collaborate with key teams such as the marketing team sales customer success and plays a critical role in help helping the business achieve its goals it's vital and it's exciting but it can be a little complicated but this is where the product marketing framework comes in our product marketing framework covers all the necessary areas required to navigate a product marketing Journey from A to B to C to D the list goes on the framework defines five fundamental phases of product marketing and those phases are discover strategize Define get set and grow we recommend familiarizing yourself with the full framework to really get to grips with each of the moving Parts but in the meantime here's a Whistle Stop tour discover this is the stage in which you gather the information and insight to turn your assumptions into an educated hypothesis customer feedback and suting out the competition are just two of the key elements involved and they're both product marketing Goldust strategize whether it's product Market fit your go to market plan or your pricing strong product marketing always comes with a strategy and then we've got Define this is all about identifying your personas and applying what you garnered from your Discovery stage to shape customer journey and Communications get set here is time to harness all your hard work so far with training sales enablement sessions and marketing campaigns so your team is equipped to take the go to market buy the horns and run with it and then finally there's grow this is where your postlaunch process needs to kick in to ensure your product continues to flourish and evolve in its Market there's a lot of ambiguity around both roles so you can be forgiven for confusing products managers with product marketing managers as many many people do while there are certainly some similarities PMs and pmm are all-rounders who can effectively work across product marketing and sales both are responsible for product launches and both roles need to coordinate different teams within an organization to ensure that the products release is successful one of the challenges of product marketing is that we're surrounded by it 24/7 and yet people have a really tough time defining it the first step to understanding it might be understanding what it isn't think of Coca-Cola's polar bear commercials there wasn't any particular product push in there the message was just if you think of Coca-Cola think of the largest living land carnivore and have happy thoughts it didn't matter if you buy a bottle of regular Coke a can of diet Diet Coke or a Coca-Cola t-shirt this is brand marketing on the other hand the diet coke break ads are pushing a particular product Diet Coke and this is a small part of product marketing but it doesn't end with ads Coke's product marketers would have had to think about what the pricing of Diet Coke says about its position in the market is it a premium product that consumers are willing to pay for should we sell Diet Coke in stores or through a mail order Subscription Service could we sell them in 330 M cans or 500 Ms who are our consumers the office ladies or the buff construction worker do people even like the taste after somebody at Coca-Cola's Labs came up with a formula for a Cola with a few calories all these questions and thousands of others needed to be answered and the answers need to feedback to the company so it can create products people want to buy avoiding any new Coke style mishaps or since the majority of PM's members are in the B2B SAS space imagine a company's developers have come up with a new piece of marketing automation technology a product marketer might find there is a gap in the market for marketing automation among small businesses so it will follow that the software should have a low price and flexible subscription options as the website should make it clear that it's for small businesses and there's little need for Enterprise level active sales care like dedicated customer contacts the Insight that the particular technology the company made would fit best with small businesses will affect everything from the go to market strategy to the name and it's a product marketer's role to bring that all together [Music] product marketing isn't just important it's critical your company is going to sell products and services and if it doesn't it isn't a company those products and services need to be things people actually want to buy and they need to be priced so people will want to buy them take quibby for instance this $2 billion faux par is a classic example of the need for solid product marketing the phone only Netflix competitor tried to be the solution for a problem that simply didn't exist offering 5 minute TV shows to be consumed as quick bites during downtimes like waiting in the line for coffee or the commercials in regular TV shows the problem people already have a million ways to pass their time on the phones during that time that doesn't cost $7.99 a month a smart product marketer could have prevented this disaster with a quick customer survey to show that people didn't really want to watch more shows during shows instead they went to Market not knowing who their customer was what problem could be solved for them or how to sell it this was not a company that was customer obsessed a product marketer's responsibilities Never Fade and they're at the heart of products and customers before during and after launch our 2023 state of product marketing report will covered the most common tasks product marketers work on and this was product positioning in messaging managing product launches creating sales collateral storytelling sales enablement building personas competitive intelligence website management and customer customer segmentation as we touched on a little earlier though the role varies from industry to industry company to company and product to product so what's a priority for someone else might not necessarily be one for you click through to our in-depth video in the copy below where we unpack each of these common tasks in more depth if you're looking to transition into product marketing and you're currently at a company that has the function built in Our advice would be to try and Shadow some of their work and get as much practical experience as possible as well as reading up on some industry resources too we also have tons of podcasts resources and blogs full of lots of info for newbies and experts alike we'll share those links below thanks for watching and we hope this is giving you some more insight into what product marketing is all about see you next time [Music]

Channel: Product Marketing Alliance

Views: 4,255

Keywords: marketing, product marketing, marketing tips, marketing advice, pmm

Id: TzZqDq87J8s

Length: 10min 12sec (612 seconds)

Published: Mon Jan 15 2024