What do we do as product marketers?
Product marketers function as CEO’s of their products, product lines, or entire product portfolios. We are responsible for (feel free to steal this for your job description writing):
- Operating with extreme empathy for our target audience(s);
- Understanding the pain points and problems of our target buyers and users;
- Partnering with product management and engineering to develop products and solutions that acutely address those issues;
- Developing pricing that our target buyers are willing to pay and that conveys the value they will receive after a purchase;
- Designing and delivering sales enablement and materials that will lead to pipeline development and closed business;
- Knowing everything about our competitors and how to position our products/company in a unique way;
- Identifying and engaging with appropriate sales/distribution channels and marketing partners to exponentially scale reach and business growth;
- Leading cross-functional teams across integrated marketing, PR/Media, product, engineering, finance, sales, sales operations, sales enablement, HR, business development, and support to launch new products;
- Understanding every aspect of a buyer’s journey and experiences with our company from awareness, to interest and consideration, to purchase, support, and ultimately advocacy;
- Cultivating relationships with customers to drive retention and advocacy, and to develop case studies and reference materials for marketing execution;
- Assisting sales teams as a subject matter expert in sales cycles;
- Partnering with sales to incorporate feedback from the frontline into product marketing strategies and initiatives;
- Partnering with product management and engineering to assess product usage and engagement patterns to develop more personalized and relevant customer retention strategies based on actual behavior;
- Reporting success and failures to company senior leadership;
- Briefing media, market analysts and investors on our product(s), go to market strategies and unique point of view on the market, our company’s positioning and roadmap;
- Writing, presenting and publicly advocating for the company at events, in trade publications and press, and in the world in general;
- Leveraging data and embracing an agile mindset in every aspect of the above responsibilities to make smarter, sounder decisions to grow our product business and the overall business of the company.