What is Product Marketing and why is it important?
What is Product Marketing?
If you want the short answer, Product Marketing is defined as bringing products to market and managing the commercial success.
If you are here for a detailed answer, let’s begin with where Product Marketing sits.
Product Marketing operates at the center of product, marketing, sales, and customer success teams.
Under the general marketing umbrella, there are many teams that are dedicated to the tactical areas of marketing: PR, email marketing, PPC and paid advertising, social media marketing, etc.
But who creates the overarching strategy on how products are delivered to market? Enter Product Marketing.
Product Marketing defines the positioning, value proposition, and messaging of a product. They educate and create tools to ensure internal salespeople and external customers understand the product that is being brought to market.
As well, Product Marketing creates the strategies and plans for generating the demand and usage of the product.
Product Marketing lives in both the B2C and B2B worlds.
However, some may argue that Product Marketing is more important in B2B. Why? The buying processes are typically more…
