The simplest answer to “What is product marketing?”

Pop quiz: If you were to define product marketing right now, what would you say?

Many people find it difficult to answer this question, but it is not your fault. Although product marketing is a prominent division across both B2B and B2C companies, it’s pretty hard to find a good definition of it anywhere – even on Google.

What makes it particularly difficult is that it is one of the few job functions that affects product, marketing, and sales. It’s all about knowing the target customer and testing to find ways to learn more about them and how to best interact with them.

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Product marketing does not stop once the product has gone on the market (if it did, then product marketers at a one-product company would not have much to do after product launch). The process of marketing a product as the last step is to ensure that the right people are aware of the product. The people who know how to use it, according to customer needs and feedback, are listened to during the product life cycle.

Let’s talk about where to start with product marketing and what other aspects of your business can support this product as it grows.

A good way to start brainstorming your campaign is by implementing inbound marketing methodology in your strategic plan. We mentioned before that product marketing is constant and your approach should be the same. Inbound marketing is a strategy that focuses on attracting your audience and turning them into loyal customers who are in favor of your product.

This is demonstrated in our “Atact, Engage, Delight” model below.

attract engaging joy inbound method model for product marketing

You can attract, engage and delight your customers with other aspects of your business, including strategies that identify your target audience, provide a clear positioning or marketing message, and countless other ideas. But in short, starting your product marketing plan with this model and an understanding of inbound methodology can set your business up for success.

Now that we have a solid foundation to build on, let’s get into it.

What does a product marketing process look like before, during and after a product is launched?

Product marketing starts with your customer

HubSpot’s early years faced a challenge that many small businesses face: product ambiguity. Aside from the small majority of people who perceived HubSpot as “marketing services” – which are actually part of our product stack – our perception consisted of several other terms that our audience used to describe us.

This is a primary reason why companies are implementing a formal product marketing operation and it starts with your buyer persona.

A good product means nothing if it does not get the attention of the people who would benefit from it. So who is your audience for this product? How (and where) do you reach them and what is it history you ask to present this product to them? As you prepare to launch a product, it’s important to work with the rest of your marketing team to identify your customer and develop the message.

Seven critical steps in product marketing

Once product marketers know exactly who their product is aimed at, marketing can begin. Here are seven things that product marketers can do before, during and after their product hits the market:

1. Product research: A helpful and well-made product is not made in a vacuum, nor is it marketed in one. In the weeks and months before a product launch, product marketers work with product developers to test the product both internally and externally through controlled beta environments.

2. Product history: Products are also brought to market in the form of a story. What problem does the product solve? Who is facing this problem? How does it solve this problem? What does it do that competitors do not?

3. Product-focused content: Product marketing’s next stop is at content creators’ desktops. Here, product marketers can create and A / B test various marketing copies, blog content, case studies and landing pages on their website – all dedicated to describing the product.

4. Product launch plan: No product marketing team is complete without a written launch plan that outlines each final stage of the marketing process and who is responsible for each point.

5. Product launch meeting: When the product is launched, everyone involved meets on the day it is rolled out. Like a rocket launch, this is the product marketer’s finest hour – it’s the climax of a product marketing campaign.

6. Community involvement: Since product marketing generates enough buzz around the product in the industry, it is common for the marketing team to take advantage of what the market says about them. This includes reaching out to partners, influencers and existing customers for comments.

7. Sales activation: While a product is being prepared for the marketplace, the sales team behind the scenes is waiting to develop a sales strategy around this new business opportunity. It is the task of the product marketing team to meet with sales staff before, during and after the product has been rolled out to the public. This ensures that the message created for this product is consistent until the first sales call.

With all of this in mind, you may be wondering what exactly a product marketer needs to do to see these projects come to an end. Let’s dive into it.

Product Marketer Job Description

A Product Marketing Manager or Product Marketing Manager promotes products and their functions to an organization’s target audience. Their tasks include studying the company’s products, highlighting key features to attract customers and creating marketing campaigns for products.

Responsibility for product marketer

A product marketer’s main responsibility is to promote the value of a product to the target audience. This goal is achieved through a combination of strategy and idea, such as:

  • Determining the mix of marketing content for creation and distribution
  • Creating and managing budgets for marketing campaigns
  • Work with content creators to create content that reflects the product and the brand image
  • Managing a content calendar and creating the schedule

Product marketer salary

The salary of a product marketer or product marketing manager in the United States varies greatly depending on experience and level. According to the 2021 industry average, the median salary for different levels is as follows:

  • Entry-level Product Marketing Assistant or Product Marketing Assistant: $ 43,630
  • Product Marketing or Product Marketing Manager: $ 111,890
  • Director of Product Marketing: $ 166,928

Market your product with a plan

As you develop your product marketing team and strategy, think about how the above elements can take shape and who you need to work with to make it a success. Take these questions into consideration in your next big product marketing plan.

Product Marketing Kit

Product Marketing Kit

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