{"id":11763,"date":"2022-02-10T12:10:06","date_gmt":"2022-02-10T12:10:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/what-is-a-product-marketing-manager\/"},"modified":"2022-02-10T12:10:06","modified_gmt":"2022-02-10T12:10:06","slug":"what-is-a-product-marketing-manager","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/what-is-a-product-marketing-manager\/","title":{"rendered":"What is a product marketing manager?"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>Daniel J. Murphy is known for elevating SaaS startups to new levels of success. He helped Privy become one of the <a href=\"https:\/\/www.privy.com\/blog\/privy-makes-inc-5000-list-of-fastest-growing-companies\" target=\"_blank\" rel=\"noreferrer noopener\">fastest-growing companies in the U.S.<\/a>, established HubSpot\u2019s customer review program, and grew Drift\u2019s marketing team <a href=\"https:\/\/astartupmarketer.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">eightfold in two years<\/a>.<\/p>\n<p>He helped grow these companies as a <a href=\"https:\/\/cxl.com\/institute\/programs\/product-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">product marketing manager<\/a>.<\/p>\n<p>The product marketing manager (PMM) is responsible for creating and executing the <a href=\"https:\/\/www.cxl.com\/blog\/product-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">product marketing strategy<\/a>. It\u2019s a vital hire for companies competing in saturated markets\u2014which means most companies today.<\/p>\n<p>In this article, you will learn the core responsibilities of the product marketing manager, plus the skills and attributes that make a truly great PMM.<\/p>\n<p><span id=\"more-62558\"\/><\/p>\n<h2 id=\"h-what-s-the-difference-product-marketing-manager-vs-product-manager\">What\u2019s the difference? Product marketing manager vs. product manager\u00a0<\/h2>\n<p>Though <a href=\"https:\/\/cxl.com\/blog\/top-product-marketers-advice\/\" target=\"_blank\" rel=\"noreferrer noopener\">product marketing managers<\/a> and product managers work closely together, they are very distinct roles.<\/p>\n<p>The <strong>product manager<\/strong> is the voice and direction of a product within an organization. Their role is internal.<\/p>\n<p>They lead the product team, <a href=\"https:\/\/www.cxl.com\/blog\/product-life-cycle-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">oversee the entire product lifecycle<\/a>, and determine the strategic vision for product development.<\/p>\n<p>They\u2019re responsible for:<\/p>\n<ul>\n<li>Defining the \u201cwhy,\u201d \u201cwhat,\u201d and \u201cwhen\u201d of product development;<\/li>\n<li>Working with the engineering team to deliver on the \u201chow to use it\u201d aspect;<\/li>\n<li>Determining the long-term product vision;<\/li>\n<li>Setting goals and initiatives to achieve that vision;<\/li>\n<li>Working with the marketing team (often the product marketing manager) to understand user needs.<\/li>\n<\/ul>\n<p>The <strong>product marketing manager<\/strong>, on the other hand, voices the benefits of the product to the outside world.\u00a0<\/p>\n<p>They lead a team of product marketers, establish a go-to-market strategy, conduct customer research, and define messaging and positioning for the product.<\/p>\n<p>The product marketing manager job description involves:<\/p>\n<ul>\n<li>Communicating the \u201cwhy,\u201d \u201cwhat,\u201d and \u201cwhen\u201d of the product to potential buyers, as well as to internal teams (often the sales team);<\/li>\n<li>Launching the product;<\/li>\n<li><a href=\"https:\/\/cxl.com\/blog\/new-product-announcement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Announcing new product features<\/a>;<\/li>\n<li>Expanding reach and identifying new audiences;<\/li>\n<li>Creating product positioning and messaging that resonates with the brand\u2019s target audience.<\/li>\n<\/ul>\n<p>While both are focused heavily on the user, the product manager is more interested in understanding what users want to achieve<em> when using<\/em> the product.<\/p>\n<p>The product marketing manager is more interested in understanding the buyer characteristics of the user and discovering how to communicate the value of the product in order to convert them.<\/p>\n<p>The two roles work closely together, as the insights gleaned during their respective research processes are valuable across both disciplines.<\/p>\n<p>For example, a product marketing manager might uncover customer insights that pivot the product team\u2019s direction.<\/p>\n<p>Similarly, the product manager may significantly change features that will require the marketing team to tweak or pivot their message.<\/p>\n<p>The route to becoming a product marketing manager can start from many other roles, such as sales, marketing, or product development. Along the way, a PMM will need to pick up key skills in strategy, messaging, market research, and more.<\/p>\n<h2 id=\"h-carving-out-a-career-as-a-product-marketing-manager\">Carving out a career as a product marketing manager\u00a0<\/h2>\n<p><a href=\"https:\/\/www.cxl.com\/blog\/product-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">Product marketing<\/a> is a discipline that seeks to communicate the \u201cwhy,\u201d \u201cwhat,\u201d and \u201cwhen\u201d of a product\u2019s features to potential customers as well as internal stakeholders (such as salespeople and developers).<\/p>\n<p>The \u201cwhy\u201d answers the customer\u2019s question: \u201cWhy should I care about these product features?\u201d<\/p>\n<p>The \u201cwhat\u201d answers: \u201cWhat features are the most important to me?\u201d and \u201cWhat do I want to achieve when using the product?\u201d<\/p>\n<p>The \u201cwhen\u201d answers: \u201cWhen do I need these features?\u201d\u00a0<\/p>\n<p>The product marketing role sits at the intersection of marketing, sales, and product teams and focuses primarily on anticipating and answering customer questions and objections.<\/p>\n<p>Where the <a href=\"https:\/\/cxl.com\/blog\/branding-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand marketer answers the objection \u201cWhy should I buy from your organization?\u201d<\/a>, the product marketer caters to the question: \u201cWhy should I choose your product?\u201d<\/p>\n<p>While product marketing is one of the most crucial marketing functions, it\u2019s also one of the least understood, meaning product marketing can look vastly different across different organizations.<\/p>\n<p>Across the board, though, product marketing\u2019s main focus areas are:\u00a0<\/p>\n<p>Within the team of product marketers, the PMM owns the entire strategy, delegates tasks and resources, hires and organizes the team structure, and is ultimately responsible for the <a href=\"https:\/\/www.cxl.com\/blog\/product-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">success of the organization\u2019s product marketing efforts<\/a>.<\/p>\n<h3 id=\"h-responsibilities-of-the-successful-product-marketing-manager\">Responsibilities of the successful product marketing manager\u00a0<\/h3>\n<p>Product marketing managers are responsible for positioning and messaging <a href=\"https:\/\/www.cxl.com\/blog\/product-life-cycle-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">across the product lifecycle<\/a>.<\/p>\n<p>This can be divided into three core segments, approximating the <a href=\"https:\/\/cxl.com\/blog\/marketing-funnel\/\" target=\"_blank\" rel=\"noreferrer noopener\">stages of the marketing funnel<\/a>:<\/p>\n<ol>\n<li>Acquisition;<\/li>\n<li>Engagement;<\/li>\n<li>Conversion and Retention.<\/li>\n<\/ol>\n<h4 id=\"h-acquisition-capture-customer-attention\">Acquisition: Capture customer attention<\/h4>\n<p>Acquisition efforts center on <a href=\"https:\/\/www.cxl.com\/blog\/brand-awareness-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">gaining the attention of potential customers<\/a>, making the market aware that your product exists.<\/p>\n<p>Common tactics include <a href=\"https:\/\/cxl.com\/institute\/online-course\/content-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">blogs and long-form content<\/a>, <a href=\"https:\/\/cxl.com\/institute\/online-course\/technical-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">search engine optimization<\/a>, <a href=\"https:\/\/cxl.com\/blog\/ppc-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener\">PPC advertising<\/a>, and <a href=\"https:\/\/cxl.com\/blog\/social-media-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">social media marketing strategies<\/a>.<\/p>\n<p>Product marketing managers working on acquisition should focus on understanding what captures customer attention.<\/p>\n<p><a href=\"https:\/\/clickup.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">ClickUp\u2019s<\/a> product marketing team might have discovered that <a href=\"https:\/\/cxl.com\/blog\/is-social-proof-really-that-important\/\" target=\"_blank\" rel=\"noreferrer noopener\">social proof<\/a> is a key driver for conversions among their target audience of agile developers.\u00a0<\/p>\n<p>They used their ad copy space to include big brand names. By doing so, they borrow the big brands\u2019 influence in an effort to persuade users to sign up for their free trial.\u00a0<\/p>\n<h4 id=\"h-engagement-develop-an-audience-of-advocates\">Engagement: Develop an audience of advocates<\/h4>\n<p>Engagement efforts focus on developing a community of superfans.<\/p>\n<p>Activities include in-person and virtual events, special offers, <a href=\"https:\/\/cxl.com\/blog\/email-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing campaigns<\/a>, social media group engagement, and the creation and distribution of mid-funnel content.<\/p>\n<p>CXL generates engagement from marketers interested in CRO, analytics, and growth by posting industry-specific questions on social media:<\/p>\n<p>CXL creates brand awareness and loyalty by asking thought-provoking questions and getting involved in the comments with expertise and opinion. Brands that engage with their customers <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-06\/2020%20Edelman%20Trust%20Barometer%20Specl%20Rept%20Brand%20Trust%20in%202020.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">build trust by reinforcing their reputation<\/a> and being accessible.<\/p>\n<h4 id=\"h-conversion-and-retention-encourage-a-purchasing-decision\">Conversion and Retention: Encourage a purchasing decision<\/h4>\n<p>Conversion and retention efforts are focused on turning leads into paying customers and keeping paying customers around.<\/p>\n<p>Conversion tactics should focus on reducing friction.<\/p>\n<p>Take <a href=\"https:\/\/cozyearth.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cozy Earth<\/a>, retailer of premium bamboo bedding. Having performed extensive customer research to understand prospects\u2019 main buying objections, they came to understand that price is a barrier to purchase.<\/p>\n<p>Cozy Earth removes the friction from this decision by providing a 100-night trial, where customers can return their purchase within 100 days if they\u2019re unconvinced the product is right for them.<\/p>\n<p>Aside from <a href=\"https:\/\/cxl.com\/institute\/programs\/product-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">product marketing<\/a> tasks, product marketing managers also undertake a variety of management and leadership duties.<\/p>\n<h4 id=\"h-defining-both-long-and-short-term-visions\">Defining both long- and short-term visions\u00a0<\/h4>\n<p>Product marketing managers are responsible for developing a marketing team\u2019s long-term vision, defining goals, key metrics, and tactics used to achieve these objectives.<\/p>\n<p>They\u2019ll work closely with the product manager to understand the future and direction of new product developments and tailor their marketing strategy to its evolution.<\/p>\n<p>This aspect of the PMM\u2019s job description is fairly research-heavy.\u00a0<\/p>\n<p>It involves defining:<\/p>\n<ul>\n<li><strong>The target customer.<\/strong> What are the primary customer needs? What challenges do they face? Where can they be found? How do they use our product?\u00a0<\/li>\n<li><strong>Product naming. <\/strong>Based on an understanding of the target audience, and typically developed using focus group research.<\/li>\n<li><strong>Product positioning. <\/strong>What category does the product fall into? Who is the product for? What benefits does the product offer, and how do they contribute to customer success?<\/li>\n<\/ul>\n<p>The PMM is also responsible for clearly communicating their product marketing strategy motivations to their product marketing team.\u00a0<\/p>\n<p>The ideal way to do this is to involve your team in building the vision itself. When everyone in your team has <a href=\"https:\/\/www.cxl.com\/blog\/product-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">contributed to the product marketing strategy<\/a>, and owns specific duties (e.g., social media research, framing messaging, etc.), they\u2019re more committed to the goal you\u2019ve defined.<\/p>\n<h4 id=\"h-building-a-successful-team\">Building a successful team\u00a0<\/h4>\n<p>A large aspect of the product marketing manager role is building and leading a team that you trust to deliver on the larger mission.<\/p>\n<p>An easy mistake to make is to look for marketers who are just like you, with all of the skillsets and attributes you bring to the table.\u00a0<\/p>\n<p>Great PMMs take the opposite approach. Look for gaps in your own skillset and then fill those gaps with complementary hires with strengths in other disciplines.<\/p>\n<p>Consider this list of skills and attributes that are important to product marketing success:<\/p>\n<p>Perform an honest assessment of yourself as a marketer, and rank your ability in each discipline.<\/p>\n<p>The areas where you\u2019re not so strong tell you where you should hire first.<\/p>\n<h4 id=\"h-team-building-motivation-and-conflict-management\">Team building, motivation, and conflict management\u00a0<\/h4>\n<p>Leading your product marketing team to success involves people management, team motivation, and conflict resolution skills.<\/p>\n<p>New leaders should consider <a href=\"https:\/\/www.corporatetraining.ie\/harvard-leadership-styles\/\" target=\"_blank\" rel=\"noreferrer noopener\">Harvard\u2019s 6 styles of leadership<\/a>, to understand which persona they most strongly embody.<\/p>\n<p>Keeping your team motivated will be an ongoing challenge and will require careful attention to individual drivers.<\/p>\n<p>Motivation isn\u2019t cheerleading. It isn\u2019t a five-minute stand-up each morning where you give an inspiring speech to rev up the team.<\/p>\n<p>Team motivation means connecting with the individuals in your team on a personal level and understanding their larger goals outside of fulfilling their duties (e.g., who wants to be a PMM one day, and how can you support that?).\u00a0<\/p>\n<p>Personal development can be a powerful motivator. According to a <a href=\"https:\/\/www.gallup.com\/workplace\/236438\/millennials-jobs-development-opportunities.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">Gallup workplace study<\/a>, development opportunities are a top employment factor for Millennials.<\/p>\n<p>Focus on individual strengths, and provide opportunities to develop these skills to their maximal potential.<\/p>\n<p>Conflict is inevitable in the workplace, particularly as teams grow larger and more diverse opinions enter the group.<\/p>\n<p>Some conflict can be positive, if handled well. Employees should be encouraged to debate alternative viewpoints and solutions, provided the discussion intends to identify the ideal solution rather than to levy a personal attack.<\/p>\n<p>Even with this expectation in place, quality conversations can deteriorate. The product market manager\u2019s responsibility is to defuse and resolve such conflicts.<\/p>\n<p>The Society for Human Resource Management has a number of <a href=\"https:\/\/www.shrm.org\/resourcesandtools\/tools-and-samples\/toolkits\/pages\/managingworkplaceconflict.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">great resources for understanding how to manage conflict in the workplace<\/a>.<\/p>\n<h3 id=\"h-marketing-manager-or-individual-contributor\">Marketing manager or individual contributor?\u00a0<\/h3>\n<p>For many, the step up from product marketing to <a href=\"https:\/\/cxl.com\/institute\/course\/marketing-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing management<\/a> seems to be the logical career progression, but these are very different roles.<\/p>\n<p><a href=\"https:\/\/cxl.com\/blog\/how-to-become-a-marketing-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">Working as a marketing manager<\/a> is much more about building and developing a team and guiding them to execute on strategies, rather than focusing on specific tactics and execution itself.<\/p>\n<p>For this reason, many choose to remain individual contributors.<\/p>\n<p>Your decision to move into a management role should not be based on the feeling that you should keep climbing the career ladder.<\/p>\n<p>The product marketing manager salary can be attractive (an <a href=\"https:\/\/www.salary.com\/research\/salary\/alternate\/product-marketing-manager-salary\" target=\"_blank\" rel=\"noreferrer noopener\">average of $112k per year in the U.S.<\/a>), but your decision should be based more on a desire for personal growth and development.<\/p>\n<p>Consider your strengths and what you want your role to look like when weighing up whether or not to take on <a href=\"https:\/\/cxl.com\/institute\/programs\/product-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">product marketing<\/a> manager responsibilities.<\/p>\n<p>Some attributes to consider:<\/p>\n<ul>\n<li>Your willingness to give up doing the work yourself and trust others to complete it;<\/li>\n<li>Your inclination towards other people;<\/li>\n<li>Your ability to focus on long-term goals;<\/li>\n<li>Your desire to seek out and grow peoples\u2019 unique strengths.<\/li>\n<\/ul>\n<p>Many great leaders have been introverts (<a href=\"https:\/\/www.insperity.com\/blog\/the-surprising-reasons-why-introverts-make-exceptional-leaders\/#:~:text=Historical%20leaders%20who%20were%20introverts,Rosa%20Parks%20and%20Mahatma%20Gandhi.\" target=\"_blank\" rel=\"noreferrer noopener\">Lincoln, Eleanor Roosevelt, Gandhi<\/a>), and you\u2019ll learn conflict resolution skills along the way as part of your own development.<\/p>\n<h2 id=\"h-great-product-marketing-managers-wear-many-hats\">Great product marketing managers wear many hats<\/h2>\n<p>PMMs can take products from innovation to scale. Because they\u2019re involved at every stage, they need to be great at a lot of skills\u2014and know when to pivot.<\/p>\n<p>Here are some of the top traits for successful PMMs.\u00a0<\/p>\n<p><strong>Be passionate about, use, and understand your products\u00a0<\/strong><\/p>\n<p><a href=\"https:\/\/www.cxl.com\/blog\/product-marketing-examples\" target=\"_blank\" rel=\"noreferrer noopener\">The best product marketing examples<\/a> exist when PMMs use their products regularly and have a deep understanding of all features and uses.<\/p>\n<p>As a user, you\u2019ll understand the value your product brings, and will have a better insight into how to communicate these benefits to other users.<\/p>\n<p>You can also spot opportunities for improvement and feed them back to the product team.<\/p>\n<p><strong>Be the voice of your customer<\/strong><\/p>\n<p>Talk to your customers often. Make them feel like you\u2019re listening to their feedback, and seek to understand the motivations behind what they\u2019re saying.<\/p>\n<p>Watch and interpret their actions. How do they use your product? How do they talk about it in public? What questions are they asking in support logs, or in social media communities?<\/p>\n<p>Take this discussion about <a href=\"https:\/\/www.clearscope.io\/\">Clearscope<\/a> and <a href=\"https:\/\/www.semrush.com\/\">Semrush<\/a>. Product marketers from both platforms can gain a ton of insights from chat between users like this.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" alt=\"Community conversation about a product\" class=\"wp-image-62565 lazyload\" width=\"568\" height=\"521\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/cxl.com\/wp-content\/uploads\/2022\/02\/product-marketing-community-conversation.jpg\" loading=\"lazy\" data-srcset=\"https:\/\/cxl.com\/wp-content\/uploads\/2022\/02\/product-marketing-community-conversation.jpg 757w, https:\/\/cxl.com\/wp-content\/uploads\/2022\/02\/product-marketing-community-conversation-464x426.jpg 464w\" data-data-sizes=\"auto\"\/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/cxl.com\/wp-content\/uploads\/2022\/02\/product-marketing-community-conversation.jpg\" alt=\"Community conversation about a product\" class=\"wp-image-62565\" width=\"568\" height=\"521\" data-srcset=\"https:\/\/cxl.com\/wp-content\/uploads\/2022\/02\/product-marketing-community-conversation.jpg 757w, https:\/\/cxl.com\/wp-content\/uploads\/2022\/02\/product-marketing-community-conversation-464x426.jpg 464w\" data-sizes=\"auto, (max-width: 568px) 100vw, 568px\" data-eio=\"l\"\/><\/noscript><\/figure>\n<\/div>\n<p>The more you actively listen to and engage with your users, the better you\u2019ll understand how they\u2019ll react to product updates and how to communicate with new markets. You can also feed insights gathered here back to the product team.<\/p>\n<p>Identify who your biggest influencers are, and engage with them directly. Keep them happy, and you\u2019ll be able to leverage their influence among others.<\/p>\n<p><strong>Keep an eye on your competitors\u00a0<\/strong><\/p>\n<p>Your product does not exist in a vacuum; prospective customers are evaluating all possible options. Current users also likely have an eye on the market and can be persuaded to jump ship.<\/p>\n<p>Watch how your competitors are marketing their products, and how their audience reacts to their messaging. Use their products and identify areas where they outperform your product.\u00a0<\/p>\n<p><a href=\"https:\/\/cxl.com\/blog\/brand-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\">Use brand tracking tools<\/a> to track consumer sentiment and market changes. Knowing the value their product brings (and how this compares to yours), as well as understanding their marketing strategies, will allow you to better position your product and identify new angles.<\/p>\n<p><strong>Don\u2019t attempt to market to everyone\u00a0<\/strong><\/p>\n<p>Your goal should be to grow a community of superfans\u2014users who are profoundly influenced by your product\u2014not just to attract more consumers of any kind.<\/p>\n<p>Research and understand the markets and demographics your product is best designed for, and position your product messaging to speak directly to them.<\/p>\n<p>If you attempt to market to everyone, those who convert will likely become disappointed when the product isn\u2019t exactly what they wanted.<\/p>\n<p><strong>Be prepared to react fast when things go wrong<\/strong><\/p>\n<p>Be agile and react quickly <a href=\"https:\/\/www.cxl.com\/blog\/new-product-launch-plan\" target=\"_blank\" rel=\"noreferrer noopener\">when something goes wrong with a product launch<\/a>.<\/p>\n<p>Daniel J. Murphy, the expert PMM in the beginning of this article, lists four mistakes he often sees product marketers make in a product launch:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201c1) Waiting for something new from the product team to launch vs. designing a launch around a strategic company goal\u00a0<\/p>\n<p>2) Going to market with messaging that matches what the product team gave them vs. coming up with messaging for your target customer<\/p>\n<p>3) Trying to do too many things (emails, content, channels, etc.) in the launch vs. focusing on the few things that will get you to your launch goal<\/p>\n<p>4) Not setting an attainable short-term launch goal and then delivering on a brilliant launch but not being able to explain the success of it to your management team.\u201d [Via <a href=\"https:\/\/sharebird.com\/h\/product-marketing\/ama\/privy-director-of-marketing-daniel-j-murphy-on-product-launches\" target=\"_blank\" rel=\"noreferrer noopener\">Sharebird<\/a>]\n<\/blockquote>\n<p>Work to quickly find the cause of negative response, and address it directly by communicating with customers. Feed information back to the product team and release product updates as soon as possible.<\/p>\n<p><strong>Get creative with your marketing<\/strong><\/p>\n<p>Task risks. Try new things. Trust your hunches.<\/p>\n<p>The best product marketing managers incorporate a <a href=\"https:\/\/www.cxl.com\/blog\/growth-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">growth marketing approach<\/a>, designing experiments, analyzing results, doubling down on what worked, and continuing to experiment.<\/p>\n<p><strong>Understand the opportune moment for a product launch<\/strong><\/p>\n<p>New products don\u2019t have to be perfect, final-form iterations to be ready for launch.<\/p>\n<p>If you continue chasing down \u201cperfect,\u201d you might never launch at all.<\/p>\n<p>Understand what your <a href=\"https:\/\/cxl.com\/blog\/saas-mvps\/\" target=\"_blank\" rel=\"noreferrer noopener\">minimum viable product<\/a> looks like, <a href=\"https:\/\/www.cxl.com\/blog\/new-product-launch-marketing-plan\" target=\"_blank\" rel=\"noreferrer noopener\">design a new product launch marketing plan<\/a>, and release.<\/p>\n<p>Build time into your schedule to help the product team make adjustments based on customer feedback, and let your user base guide the product roadmap.<\/p>\n<p><strong>Reassess product performance on a regular basis<\/strong><\/p>\n<p>Don\u2019t neglect products you\u2019ve already launched, even if your team focuses on developing new, exciting products.<\/p>\n<p>Regularly reassess your entire product range and how each product is performing. What metrics have dropped? What changes have occurred in that vertical since launch? Is your product still an attractive proposition?<\/p>\n<p>Consider retiring weaker products as your range grows, keeping your product line strong and your overall brand proposition positive.<\/p>\n<p><strong>Meet often with product stakeholders<\/strong><\/p>\n<p>Great product marketing managers meet regularly with company stakeholders, from the ideation phase right through to launch and post-launch.<\/p>\n<p>They work with stakeholders across all departments and recognize that each can provide valuable insights.<\/p>\n<p>Sales team members can communicate common customer pain points and the most influential selling points.\u00a0<\/p>\n<p>The customer service team can provide insights into areas where the product doesn\u2019t perform as well.\u00a0<\/p>\n<p>Product developers can explain technical limitations (or areas where your product performs better than competitors).<\/p>\n<p><strong>Market internally<\/strong><\/p>\n<p>Powerful product marketing managers don\u2019t just market to customers; they market internally to the company\u2019s employees.<\/p>\n<p>Get employees excited about the products they\u2019re selling, supporting, or working on. Make them feel like they\u2019re part of the mission. Get them to truly understand the problems your customers face, and how your product transforms their daily lives by solving that problem.<\/p>\n<h2 id=\"h-conclusion\">Conclusion\u00a0<\/h2>\n<p>Product marketing management is a discipline where you can thrive if you\u2019re passionate about building a team of successful marketers and owning a product\u2019s positioning and messaging from start to finish.<\/p>\n<p>The position requires a fair degree of people management skills and leadership capabilities. Some prefer to remain individual contributors and focus on developing their product marketing skills over leadership abilities.<\/p>\n<p>Whichever direction you choose, the most powerful way to drive your career forward is to constantly upskill.<br \/>To learn more about product marketing management and practice from leading practitioners, take <a href=\"https:\/\/cxl.com\/institute\/programs\/product-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">CXL\u2019s Product Marketing Minidegree<\/a>.<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/cxl.com\/blog\/product-marketing-manager\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Daniel J. Murphy is known for elevating SaaS startups to new levels of success. He helped Privy become one of the fastest-growing companies in the&#8230;<\/p>\n","protected":false},"author":1,"featured_media":11764,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-11763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is a product marketing manager? - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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