What Is Product Marketing?

You’ve heard about it.
You know a Product Marketer.

It’s kind of hard to explain what
product marketing is.
Pro Tip: Try this search whenever you want to feel confused.

That’s probably because
product marketing is one of
the few job functions that
touches product,
marketing and sales.

Or maybe because this is the top definition...

Here’s what product marketing is
and what product marketers do.

PS. Click here to learn more
about Drift.

Let’s start with the typical
marketing funnel.

There are three main parts of any funnel:
Blogging, Social Media,
SEO, Writing, Design
Optimization: LPs, CTAs, Workflows,
Analytics, Lead Scoring
Product Expert, Teacher/Trainer,
User Testing, Messaging, Persuasion
Marketers focus on:

There are three main parts of any funnel:
Blogging, Social Media,
SEO, Writing, Design
Optimization: LPs, CTAs, Workflows,
Analytics, Lead Scoring
Product Expert, Teacher/Trainer, User
Testing, Messaging, Persuasion,
Demand Generation

Product Marketers are doing things like
writing positioning and messaging
for products and new features.

And thinking about how to
drive demand and usage of
those products and features.

But they’re also thinking about
the competitive landscape
and the market.

And how to help the sales
team sell more and close
more deals.

Product Marketers are focused
more on marketing to customers
than prospects and leads.

Or, in the words of some people
who are passionate about

VP Marketing, HubSpot
Product Marketing sits right at the
intersection of the product team. Our job
is to bring products to market. That includes
everything from setting the positioning and
messaging, to running product launches, to
making sure the sales team understands
how to talk about the product and making
sure customers understand how to use it.

Co-Founder of Crazy Egg
and KISSMetrics
Product Marketing is the art and science
of conveying to people what your product
can do for them with the goal of
engaging, converting and retaining.

Co-Founder, NextView Ventures
Former Product Marketer at EBay
Product Marketing is about
understanding what people want
so that you can so you can make
your product great.

Director of Growth, I Will Teach You
To Be Rich, Former Director of
Growth, KISSMetrics
Product Marketing is the art of
creating desire for your product and
understanding your customers so
deeply that you can answer two
critical questions for them: Why your
product and why now?

Chief Revenue Officer,
Constant Contact
Product Marketing is responsible for
developing the unique value proposition of
a company’s offer(s) and then helps bring
that value prop to life by enabling all of the
company’s channels. The cornerstone of
developing the value prop revolves around
understanding a company’s potential
buyers and the unique needs addressed
by the company’s offerings.

And even though everyone’s
definition is a little different,
one thing is crystal clear.

Great product marketing
comes down to

TL;DR
Here’s the one slide recap if you want to clip

Thanks for reading!
Click here to learn more
about Drift.

What Is Product Marketing?

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What Is Product Marketing?