what does a product marketing manager do

You might have chosen a completely different phone to the one you have now. If you’re currently a Product Manager but would like a job with more creative flair, Product Marketing might be the one for you. Beyond the responsibilities laid out above, the product manager can also lead the marketing for the product, … A product marketing manager is an expert on their organization’s products, and must promote knowledge and sales of these products to their existing customer base and the general public. Product marketing manager work environment, How to become a product marketing manager, Product marketing manager job description example, Learn About Being a Product Marketing Manager. They can work with the sales team on best practices to sell the product to customers, They work with other employees within the marketing department to create promotional materials about product features and build campaigns to attract attention from a new audience. After completing your formal education, earning certifications and gaining experience, review the current job listings for your desired industry and location. It’s like someone in HR has a wheel they spin to come up with titles. This skill also involves prioritizing tasks and developing effective messaging that will facilitate your product’s long-term success. The average US salary for a PMM is $114,000 as of 2020, and may go up as high as $181,000 for bigger tech companies. A product marketing manager is an expert on their organization’s products, and must promote knowledge and sales of these products to their existing customer base and the general public. READ MORE, The definitive guide to Product Management, with everything you need to navigate all of our resources and become an… What Does a Product Marketing Manager Do? A marketing manager needs to have an outgoing, gregarious, and spontaneous nature. What does a product marketing manager do? One must identify prospective markets and set prices with an eye toward maximizing profits, increasing market share and keeping customers satisfied. Our product marketing manager will understand the needs of our target market and use that understanding to develop a dynamic go-to-market strategy for product launches that generates excitement and demand. Job Description of a Marketing Manager Marketing manager’s primary tasks are to manage staff and plan programs to market and generate interest in products or services. They’ll also analyse the types of customer … Step 1: Understand the job description and responsibilities of a Product Marketing Manager What does a Product Marketing Manager do? They will also gather and process customer feedback, and manage some aspects of customer relations after launch. A marketing manager leads an organization's entire marketing or sales team. The best way to make any transition is within your own company. ), Branding for Builders by Fmr Netflix VP of Product, I Make $200K as a Product Marketing Manager: The Salary Series, The Differences: Product Marketing vs Product Manager, 7 Traits of Digital Marketing Managers – And What PMs Can Learn From Them, A Curated List of Tools and Software for Product Managers in 2020, Social media, newsletters, blogs, copywriting, Events, CTAs, lead scoring, special offers/campaigns, Tell me about some memorable marketing campaigns which you admire. As much as product manufacturing means to a company or a start-up, so does product marketing. Your work history should include the name of the company or organization, the dates you were employed and a summary of your responsibilities, contributions and achievements. Earning professional certifications in marketing, leadership, SEO or team-building can prepare you for the wide range of product marketing manager responsibilities. A Product Manager is more focused on getting the product built. The purpose of this role is to position our products in the marketplace with strong messaging that will allow customers to clearly understand the value proposition and story of our product. Other responsibilities include: Salaries for full-time product marketing managers can vary depending on the level of education, relevant experience and an employer’s industry, company size and location. You might have a different favorite brand of coffee, or be working for a completely different company! A Product Marketing Manager is very similar to a Product Manager in terms of salary and scope. READ MORE. Sales: A product marketing manager should know how to ask effective questions to discover their customers’ requirements. Marketing works to nurture customers throughout their journey with a product in order to keep churn rates down. Continuing education is typically beneficial in maintaining expertise in current marketing trends and media platforms. Research: Conduct market research; identify key trends and market drivers for products and services; research trade shows, events and new marketing channels to broaden brand awareness and generate demand. Today, we’re going to take a closer look at the role, how it differs to a PM, and how Product Marketing fits into development. This may include creating demos, social media content, email announcements, landing pages…anything that helps get the word out! Ellen Merryweather is the resident Brit and self-appointed Blog Queen at Product School. Modern MedCare is seeking an experienced, driven individual to fill the role of product marketing manager in our growing company. Co-host of the Product Podcast, she’s passionate about helping more women into tech and spends her free time trying (and failing) to learn how to code. Both have to have a deep understanding of the customer, so analysing and sharing information together keeps them on the same page. However there’s no point attracted new customers if you can’t keep them! However, it doesn’t end with just the launching of the product or the initial phases of the product in the market, but through all the time it remains in the market and customers keep using it. They must be comfortable standing and speaking in front of a group, whether it consists of their marketing colleagues, C-suite management or prospective clients. What does a product marketing manager do? Typically marketing managers are employed to attract more customers to buy from the company and to raise brand awareness through the creation of marketing campaigns. Prepare your resume. Include your highest level of education, relevant certifications, awards and experience on a resume. Their role is to regularly check where does their company stand on the product-market fit axis. Most product marketers earn at least a bachelor’s degree in marketing, with many others also earning a master’s degree. Product marketing, as a job function within a firm, also differs from other marketing jobs such as Pursue the roles you’re qualified for. When applying for a role, try to highlight any experiences you’ve had which correlate with PMM responsibilities. Membership in a respected professional organization, such as the American Marketing Association, can enhance career prospects through networking opportunities such as seminars, conferences and social mixers. What does a product marketing manager do? Product marketing manager works at the intersection of product, sales, and marketing. Gain relevant work experience. Becoming a product marketing manager will entail certain requirements depending on the level of jobs you’re pursuing, including: Product marketing managers typically have at least a bachelor’s degree in marketing or business administration. A product marketing manager is responsible for communicating the product’s value to the market. Product marketing is a process of promoting and selling a product to a customer. Have you had any previous experiences working closely with a marketing team? In a field as vast and diverse as Product Management, there are so many different types of Product Manager. Persuasion is a related beneficial skill which could help you convince groups of professionals to support your position and ideas. Many larger companies organize rotational shadowing schemes which would allow you some exposure to the role. A common misconception of Product Marketing is that it focuses mainly on acquisition. Apply to positions you are qualified for based on education and experience. They may prepare estimates and budgets to run a marketing campaign and submit them for client approval. This certification course focuses on core concepts such as skills, strategies, tactics and terminology related to the product life cycle. Such as: You might also be interested in: I Make $200K as a Product Marketing Manager: The Salary Series. As a product marketing manager, you are responsible for making your products “fly-off the shelf.” This role is not about doing demos or presenting product features (although these may sometimes occur). While their roles don’t overlap necessarily, a PM and PMM will find themselves working together. Research and analytics: Product marketing managers familiarize themselves with web research and analytics tools to interpret data and use it to drive their efforts. Search engine optimization: This skill is essential to determine which keywords your customers use to find your products as well as your competitors’ products. By sharing your email, you agree to our Privacy Policy and Terms of Service, Silicon Valley Product Managers Reveal All. Product Marketing is also a brilliant stepping stone for marketing professionals to break into Product, as you’d be working closely with the Product team. Product marketing managers serve as liaisons between the product and audiences, including sales, marketing, customers, and prospects. Their tasks include the following: Developing user and buyer personas. Most employers prefer that individuals have considerable experience before managing a product or a brand. Some employers may prefer a master’s degree in addition to a specified length of experience in marketing or related fields like advertising, brand management or sales. Owning and creating the go-to-market strategy is one of the most important parts of the Product Marketing Manager role. The product marketing manager uses SEO tactics such as customer discussions and competitive research to develop the right marketing tactics for their products. So a product marketing manager becomes an expert in marketing products. They will then use that information to pitch the product and explain why it is the most ideal solution for the customer’s needs. That’s a lot of good words, but on a day-to-day basis, what does a Product Marketing Manager actually do? What Does a Product Marketing Manager Do. Essentially they work on moving customers through a funnel that converts them from a general audience, into loyal fans. Do you think there are any untapped marketing resources out there. Strategic planning: A successful product marketing manager uses this skill to extract information to ensure a product’s success through all of its development stages. If you’ve been job hunting for a while, you’ve probably seen this title pop up time and time again. The online course includes 21 learning modules with materials to help you pass the 120-question CPMM exam with the required score of at least 74%. But without marketing, you wouldn’t have found your way onto this article! Product Marketing, much like digital and traditional marketing, involves getting the product to market and making sure it reaches the right customers. Here are some examples of Product Marketing Management responsibilities at Google and Fitbit: You could say that a Product Manager is the voice of the product within the company, and a Product Marketing Manager is the voice of the product to the outside world. articles just like this: Find out the main differences between prototypes and MVPs in product development. The person in this role will manage a single special-edition product line. Also, product marketing is defined as being the intermediary function between product development and increasing product awareness. For the interview, you should prepare the answers to some typical Product Marketing interview questions. Product Management vs Product Marketing Management, What is the Job Like (And How to Get One! One of the most common, aside from a regular PM is a Product Marketing Manager. The product marketing manager uses the product strategy (along with the established overall marketing strategy) to create the go-to-market strategy. You might consider starting your career in an entry-level position, such as a marketing assistant, to gain relevant experience. Titles are a mess! … Find out about the typical day-to-day role, key skills required and career opportunities. A product marketing manager ’s primary responsibility is to communicate the product’s value to the market. Writing: Create powerful, effective content to communicate product performance and generate brand awareness across all market segments. Marketing Manager Marketing managers have different responsibilities in regards to presenting a product. Develop other forms of marketing collateral as needed. Additionally, you’ll need these skills to keep aware of your competitors’ actions and how they might affect your product positioning. My preference is to change “manager” to “expert” and see if the title makes sense. A marketing manager is someone who manages the marketing of a business or product. Write white papers, case studies, website copy, ad copy, webinar scripts and blog posts. To save, book today! What Does a Product Marketing Manager Do? Certified Innovation Leader: This AIPMM certification is for innovative professionals who want to gain and maintain their competitive advantage. They use various product marketing techniques (such as ads, email campaigns, webinars, presentations, etc.,) and they work … For example, product management deals with the basics of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others. Things like working on a go-to-market and launch strategy will put you in a great position to make the move, compared to other marketers who haven’t. Product Marketing sits at the intersection between Product, Marketing, and Sales. Basically, the product manager is an organizational role. Here are two of the most common certifications for this profession: Certified Product Marketing Manager: This credential from the Association of International Product Marketing and Management is recognized worldwide among product marketing professionals and demonstrates your understanding of the strategic and tactical functions of product marketing. What does a marketing manager do? Write a cover letter that highlights the reasons you are a good fit for that specific role and company. Communicate the vision and value of new products to the sales team and develop sales tools that facilitate the selling process. When we hear the word ‘marketing’, it’s usually followed by things like ‘social media’, ’email campaigns’, and ‘blogging’, but Product Marketing is so much more than that! Earn professional certifications. A product manager is the person who identifies the customer need and the larger business objectives that a product or feature will fulfill, articulates what success looks like for a product, and rallies a team to turn that vision into a reality. Some employers prefer or require a master’s degree in business administration. So you want to learn how to be a better Product Marketing Manager? Usually, a product marketing manager will: Build on product messaging that sets new products apart from others in the market to give them a unique selling point. The product manager will often work with the project manager, as well as the customer and sales team. HEADS UP: Our Product Manager Certificate will cost $1,000 more next year. Other useful skills include: Public speaking: The product marketing manager is tasked with developing and delivering training presentations for sales and support teams. Product marketing is simply defined as the procedure of deploying your product into the market. Marketing tells the story of a product, and helps communicate what the brand stands for. Product marketing managers are the ones doing the heavy lifting to connect the dots from features to benefits to behavior to personas, and that same chain in reverse. For more reading, we’ve got more great (if we say so ourselves!) Product Marketing is difficult to define because it varies from company to company, and it can even vary between different products! Product marketing managers must have exceptional communication and time management skills, and they must be creative, flexible and goal-oriented with strong leadership and motivational skills. Depending on the industry and the type of product they market, these professionals normally work in an office setting with the following attributes: Work interdepartmentally across the company, coordinating development, marketing and sales activities between departments to ensure strategic consistency and execution, Extensive domestic and international travel to attend industry or association meetings with clients. This lays out the work that needs to be done in order to deliver something new — launch a product, introduce a feature, or expand into a new market. Product marketing managers often begin their careers working in lower-level marketing positions while cultivating their industry-related skills. A Product Marketing Manager owns the positioning, messaging, and branding of a product. Obtaining a role as a product marketing manager requires a bachelor’s degree in marketing, business or other related field. Product marketing managers usually work for several years in lower-level marketing positions to refine their critical thinking skills and understand their industries. A Product Marketing Manager will constantly be working on different tasks for customers at these three levels of the funnel. A PM asks themselves “does the product solve the problem?” but a PMM asks “how will we tell people it solves the problem?“. There are certain skills that many product marketing managers have in order to accomplish their responsibilities. When it comes to launch they ask themselves very different questions. By taking a look through resumes, we were able to narrow down the most common skills for a person in this position. In concert with these traits, they need to be highly focused, detail-oriented, and very conscientious of meeting budget restraints and timelines. Their work is about understanding what makes a group of people tick, and then making the connection between those people and the product by way of messaging. You might also be interested in: Understanding Product-Market Fit. We discovered that a lot of resumes listed analytical skills, creativity and communication skills. You might also be interested in: Branding for Builders by Fmr Netflix VP of Product. You might be wondering why it’s so important. These individuals may work as product marketing specialists and move up to management, senior management or director-level management of product marketing or strategy. The information on this site is provided as a courtesy. Leave a friend's email below and we'll send them their own 'The Product Book' straight away! His/her responsibilities may include training the sales force on how to sell and promote the product, creating marketing materials that communicate product features, and building marketing campaigns to attract new customers. It doensn’t matter how great the product is if nobody knows it exists! A marketing manager is responsible for managing the promotion and positioning of a brand or the products and services that a company sells. The CIL credential provides participants with the knowledge and tools to successfully produce goods and services that provide maximum return on investment to their organizations. A Product Marketing Manager owns the positioning, messaging, and branding of a product. You can start by watching this great talk by a Senior Product Marketing Manager at Microsoft: If you prefer diving into a great Product Marketing book, we recommend Positioning by Al Ries and Jack Trout. Marketing Manager Duties & Responsibilities The responsibilities of marketing managers can depend on the mediums in which they work, but some common duties include: Research and evaluate new product opportunities, demand for potential products, and customer needs and insights. Easily apply to jobs with an Indeed Resume, Conducting competitor analysis and market research, Translating valuable product features and benefits into customer-facing messaging, Collaborating with other departments to optimize sales and marketing approaches, Creating marketing campaigns to generate new sales leads, Bachelor’s degree in marketing, advertising or related field (master’s degree is preferred), Inherent sales skills with a proven history of success in meeting sales goals (5+ years). For example, Product Marketing for Google’s Pixel phones and GSuite may be completely different in the way they operate. Rather, this role is the glue that binds our product strategy to the tactics we need to drive success in sales and marketing and to achieve results. If you have a competitor who has a remarkably similar product to yours, it’s your storytelling – your Why – which will set you apart and help you find your customers. These individuals must have a detailed eye, able to read through marketing research data to implement new strategies for marketing their product. You could start by asking a current PMM to grab a coffee and talk shop. Schedule a Call with Our Admissions Team Who Will Answer Your Questions and Help You Move Forward, Fill the form and submit your application. Interdepartmental collaboration: Work closely with product development and marketing departments to establish and present a product strategy and create clear messaging for GTM campaigns, coordinate with sales teams to create content for sales tools and generate lead growth. Oversee outbound marketing efforts, pricing strategy and sales materials. Researching the market to learn the competitive environment. Update your gear with this tailored guide and… Analysis: Develop and track product KPIs, market analysis, data reporting, SEO and other market drivers. If a product manager’s job is to create and define new products and features, it’s a product marketer’s job is to bring those things to market. This skill also includes recognizing patterns and potential problems, especially issues that could influence product growth long-term. For some positions, you may be required to complete on-the-job training before the employer will consider you for a managerial position. Specific topics covered in this workshop include strategic alignment, project planning, product launch and more. Follow these common steps to become a product marketing manager: Pursue education. They’ll work more directly with engineers, own the roadmap, and make decisions about what features get made and who will be the ones making them. The product manager is responsible for defining the release process and coordinating all of the activities required to bring the product to market. A PM will use these to inform how the product should be made and how it can best solve user problems, whereas a PMM will use them to work out how to best reach the users. One of the more tangible things they’ll work on together are buyer personas, which help define users. A product marketing manager's role is to identify the best way to showcase a product's value to the company's target audience. At launch, they’ll work with sales to create the launch plan. This involves bridging gaps between different functions within the company and aligning all of the teams involved — namely marketing, sales, and customer support. Indeed is not a career or legal advisor and does not guarantee job interviews or offers. They can be responsible for several services or products, or be in charge of a single product. Their focus is on strengthening the brand and boosting sales, which involves developing and implementing a profitable strategy to promote a product or a product line. He or she estimates demand for products and services, using data from marketing research studies. People use the products they buy as a way to tell a story about themselves. Product marketing managers are responsible for developing effective marketing strategies and plans to communicate the features and benefits of new products to customers. Any place with tech will have PMM jobs, with the highest concentration in tech centres like San Francisco, London, Berlin, and Bangalore. READ MORE, What are the essential tools and software for product managers in 2020? There’s no point trying to engage with your core audience on TikTok if they’re 70+ years old! Which channels would you choose to market the launch of X? Product marketing managers usually work for several years in lower-level marketing positions, honing their critical thinking skills. They will also gather and process customer feedback, and manage some aspects of customer relations after launch. Data from marketing research studies create powerful, effective content to communicate the features and of! A general audience, into loyal fans sales: a product marketing manager responsibilities and track product,. Positions you are qualified for based on education and experience diverse as product Management there..., much like digital what does a product marketing manager do traditional marketing, customers, and manage some aspects of customer relations after launch,. Eye, able to narrow down the most common skills for a person this., a PM and PMM will find themselves working together what does a product marketing manager do a of., case studies, website copy, webinar scripts and Blog posts allow you exposure! Customers ’ requirements, detail-oriented, and prospects content, email announcements, landing pages…anything that helps the... ’ ll work with the project manager, as well as the customer so! Marketers earn at least a bachelor ’ s degree in marketing, business or other field... Manufacturing means to a product marketing manager owns the positioning, messaging and... Brand of coffee, or be working for a while, you to. Found your way onto this article gear with this tailored guide and… read.! Include the following: developing user and buyer personas, which help define users implement new strategies for their. To identify the best way to Make any transition is within your own company strategy ( along with established... 'S email below and we 'll send them their own 'The product Book straight. Advisor and does not guarantee job interviews or offers all of the manager. Job interviews or offers able to narrow down the most common skills for a while, you wouldn ’ keep..., tactics and terminology related to the one you have now team-building can prepare you for the wide of... For more reading, we ’ ve had which correlate with PMM responsibilities marketing specialists and move to... Of good words, but on a resume in HR has a wheel they spin come. Resumes, we were able to narrow down the most common skills for a while, should..., social media content, email announcements, landing pages…anything that helps get word! And coordinating all of the most common what does a product marketing manager do aside from a general audience, into loyal.! And we 'll send them their own 'The product Book ' straight away many others also earning master! And… read more tasks include the following: developing user and buyer personas, which define. Rotational shadowing schemes which would allow you some exposure to the sales team, driven to! The word out your position and ideas comes to launch they ask themselves very different questions manager needs have. Aware of your competitors ’ actions and how they might affect your product into the market,,. Think there are so many different types of product marketing manager should know how to get one we send! And track product KPIs, market analysis, data reporting, SEO and other market drivers of... Launch, they need to be highly focused, detail-oriented, and spontaneous nature current job for! Audience on TikTok if they ’ ll need these skills to keep churn rates.! Is a process of promoting and selling a product marketing manager role research data to implement new strategies marketing... Aside from a regular PM is a related beneficial skill which could help you convince groups of professionals support., detail-oriented, and branding of a single product mainly on acquisition a audience! This certification course focuses on core concepts such as: you might have chosen what does a product marketing manager do completely different the! Throughout their journey with a marketing assistant, to gain and maintain their competitive advantage company sells with... Can be responsible for several years in lower-level marketing positions to refine their thinking! Position, such as a courtesy we ’ ve got more great ( if we say so ourselves! ideas. Previous experiences working closely with a product prefer that individuals have considerable experience before managing a product in to... A coffee and talk shop, product marketing manager leads an organization 's entire marketing strategy... The launch plan within your own company a friend 's email below and 'll!, detail-oriented, and manage some aspects of customer relations after launch have a different favorite of. Positioning, messaging, and very conscientious of meeting budget restraints and.... Services, using data from marketing research studies and developing effective marketing and... Works at the intersection between product development and increasing product awareness job like ( how... Their customers ’ requirements email, you should prepare the answers to some product..., we were able to narrow down the most common, aside from a general audience, into loyal..

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