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Product Marketing Manager

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What Is a Product Marketing Manager? How to Become One, Salary, Skills.

Product marketing managers are responsible for crafting the messaging and branding surrounding a product or service. By communicating the value of a product to target audiences, product marketing managers help generate demand that leads to sales. Here’s what to know about a product marketing manager’s needed skills, salary and how to become one.

 

What Is a Product Marketing Manager?

Product marketing managers are responsible for developing an effective go-to-market strategy by detailing the “what” and “why” behind a product to potential customers. The primary goal of a product marketing manager is to create demand for a product, understand market and customer demand as well as distribute promotional campaigns.

 

What Do Product Marketing Managers Do?

Product marketing managers use their knowledge of marketing strategy combined with customer feedback and market research to set goals for promotional campaigns. They study both their company’s products and  competing products to understand their target market and ensure products align with customer needs. 

Product Marketing Manager Responsibilities

  • Develop and implement marketing strategies for specific products. 
  • Establish the product’s value proposition, positioning and messaging.
  • Conduct market research on target audiences and competing products. 
  • Collaborate with product, finance and sales teams to set pricing strategies and brainstorm marketing strategies.

Day-to-Day Responsibilities of Product Marketing Managers

  • Conduct market research.
  • Draft messaging and communications around a product.
  • Find new product opportunities.
  • Create customer personas.
  • Collaborate with the marketing and product teams to maintain ongoing and future product releases.

Product Marketing Managers Within a Company

Product marketing managers typically work within a company’s marketing team. They also work closely with product teams and sales teams. Product marketing managers are typically individual contributors, but they may have direct reports depending on the size and structure of the company. 

Importance of Product Marketing Managers

Product marketing managers are crucial to the success of a product’s release. Companies rely on them to run marketing campaigns and create positioning and messaging that ultimately leads to sales. 

What Does a Product Marketing Manager Do? Video: Product HQ

 

What Skills Are Needed to Be a Product Marketing Manager?

Qualifications to Be a Product Marketing Manager

  • Ability to think creatively and empathize with customers. 
  • Understanding of current market trends. 
  • Ability to prioritize assigned tasks and manage multiple projects simultaneously. 

Product Marketing Manager Prerequisites

  • Product marketing managers typically hold a bachelor’s degree in marketing, product development, business or a related field. 

Product Marketing Manager Hard Skills

  • Ability to collect and synthesize data and analytics. 
  • Market research skills. 
  • Campaign and project management skills. 
  • Understanding of marketing strategies and best practices. 

Product Marketing Manager Soft Skills

  • Communication and presentation skills. 
  • Storytelling ability.
  • Strong organizational skills. 

Tools and Programs Product Marketing Manager Use

  • Typeform
  • UserTesting
  • Ahrefs
  • MailChimp
  • HubSpot
  • Asana
  • Productboard
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How to Become a Product Marketing Manager

Product Marketing Manager Education and Experience

Most product marketing managers have a bachelor’s degree in marketing or a related field. Building experience in all aspects of marketing is an important part of becoming a product marketing manager. Having a portfolio of past campaigns, user personas and proven experience developing go-to-market strategies can help highlight the skills necessary to be a product marketing manager.

Product Marketing Manager Certificates and Courses

Product Marketing Manager Career Path

Many product marketing managers begin their careers as interns or entry-level professionals in marketing or content. After becoming a product marketing manager, there are typically opportunities with varying levels of seniority available, such as senior product marketing manager or director of product marketing. Someone may even move onto a vice president of marketing role.

 

Product Marketing Manager Salary and Job Outlook

The field of product marketing is expected to grow over the next several years. The market for product marketers and analysts is predicted to grow 8 percent by 2028.

The full compensation package for a product marketing mana depends on a variety of factors, including but not limited to the candidate’s experience and geographic location. See below for detailed information on the average product marketing manager’s salary.

Courses

Expand Your Product Marketing Manager Career Opportunities

Branch out and develop a well-rounded skill set with online marketing courses offered through Udemy.

Udemy

This course is about building "buyer personas" for business-to-business (B2B) markets.

  • How good are you are preparing a persona as part of your go-to-market plan?
  • And, how creative…
Udemy

Many business mistakes are made due to insufficient market research. That's why I created for you this hands-on course so that you can see how with virtually no money you can research many important aspects like the size of the market or a…

Udemy

Do you want to create products that customers love? Interested in landing marketing campaigns strongly? Want to convert business ideas into reality? Then you have come to the right place!

 

Welcome to NEW…

Udemy

In this course, you will learn the most important concepts and tools in product strategy that you can apply to your startup idea or technical product project straight away. From everything I have applied through my years as a…

Certifications

Product Marketing Manager Certifications + Programs

Become a top candidate for higher-level positions with Udacity’s online marketing certifications.

General Assembly’s Product Management course teaches the end-to-end product management (PM) process to a real-world scenario, from evaluating users and managing a roadmap to creating a minimum viable product (MVP) and developing metrics.

 

What you'll accomplish

This is a beginner-friendly program with no prerequisites, although students may have had exposure to product development concepts or be informally taking on PM responsibilities in their current role. Throughout this expert-designed program, you’ll:

  • Determine key risks and assumptions of a product in order to prioritize research and discovery work.
  • Validate hypotheses by gathering user feedback via MVPs, interviews, experiments, and testing.
  • Execute competitive research to highlight market gaps and trends.
  • Speak fluently with developers, user experience designers, and other business stakeholders about priorities, requirements, and workflow.
  • Apply metrics alongside objectives and key results (OKRs) to measure a product’s success and track its life cycle.
  • Apply what you’ve learned to create a portfolio project: a presentation detailing your product creation strategy.

 

Why General Assembly

Since 2011, General Assembly has graduated more than 40,000 students worldwide from the full time & part time courses. During the 2020 hiring shutdown, GA's students, instructors, and career coaches never lost focus, and the KPMG-validated numbers in their Outcomes report reflect it. *For students who graduated in 2020 — the peak of the pandemic — 74.4% of those who participated in GA's full-time Career Services program landed jobs within six months of graduation. General Assembly is proud of their grads + teams' relentless dedication and to see those numbers rising. Download the report here.

 

Your next step? Submit an application to talk to the General Assembly Admissions team


 

Note: reviews are referenced from Career Karma - https://careerkarma.com/schools/general-assembly

 

General Assembly

This digital marketing course is designed for students with a range of professional experiences — including beginners. You’ll take a deep dive into the essential channels and tactics behind effective campaigns. Get hands-on experience with social media, search strategy, conversion optimization, Google Analytics, and more.

You will concentrate on the most important tools for executing digital marketing strategies on the job. The program’s content is curated by the General Assembly digital marketing advisory board so that you are able to meet the evolving employer demands of a digital marketer. 

 

What you'll accomplish

This course will equip you with the skills you need to be a productive and effective marketer and keep pace with an evolving digital landscape. You’ll learn current tools and best practices to drive sales leads, boost customer engagement, and help your brand stand out in a crowded market. Throughout this expert-designed program, you’ll:

  • Use a full arsenal of digital marketing tools, including Google AdWords and Facebook.
  • Design and execute comprehensive marketing plans through channels such as social media, search, email, and paid advertising.
  • Execute marketing strategy that’s powered by data and customer insight.
  • Measure and optimize performance for campaign success using Google Analytics.
  • Apply what you’ve learned to create a portfolio project: an end-to-end campaign that addresses a real-world growth problem.

 

Why General Assembly

Since 2011, General Assembly has graduated more than 40,000 students worldwide from the full time & part time courses. During the 2020 hiring shutdown, GA's students, instructors, and career coaches never lost focus, and the KPMG-validated numbers in their Outcomes report reflect it. *For students who graduated in 2020 — the peak of the pandemic — 74.4% of those who participated in GA's full-time Career Services program landed jobs within six months of graduation. General Assembly is proud of their grads + teams' relentless dedication and to see those numbers rising. Download the report here.

 

Your next step? Submit an application to talk to the General Assembly Admissions team


 

Note: reviews are referenced from Career Karma - https://careerkarma.com/schools/general-assembly

 

General Assembly
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