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Product Marketing

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What is product marketing?

Product marketing is the process of introducing a new product, or refining the positioning of an existing product, to a specific market, including determining the target audience, researching competitors and surveying the market landscape. The process requires deciding how to present the product and establishing value propositions that will align with the target audience's needs. After a product is released, marketers gather customer feedback to determine ways to improve the product.

What is the role of product marketing?

  • By investing in product marketing, companies can fine-tune their products and set themselves apart from the competition.

Few businesses can afford to waste resources on an unsuccessful product, so product marketers work to avoid this scenario. Because product marketers conduct research on target audiences, they understand what customers want and can relay this information to the right personnel. Organizations can then develop more relevant products for customers, resulting in a stronger product-market fit

Besides saving time and resources, product marketers provide solutions for differentiating their companies from similar ones. Understanding customers and competitors enables product marketers to craft distinct and compelling narratives for their products. With a knack for brand positioning, product marketers clarify what a company stands for and how products help people get more out of their everyday lives.

What skills are required for product marketing?

  • Presenting complex products to customers requires marketers to translate these products into useful and enticing value propositions.

Empathy: While the term ‘product marketing’ suggests a focus on the product itself, being empathetic is a helpful skill for product marketers to possess. Presenting complex products to customers requires marketers to translate these products into useful and exciting items. If a team knows what people need from their product, they’ll be able to emphasize essential details and keep the product accessible to target audience members. 

Research: With an emphasis on understanding their target audience and the competitive landscape, product marketing also demands a tremendous amount of research and data analysis. Cultivating this deep knowledge allows product marketers to discover the best ways to tailor products to their ideal customers. When it’s time to launch a product, marketers will know how to promote it and gain more insights through post-launch feedback.

How do you become a product marketer?

There is no set path product marketers need to take, which opens up the possibilities for professionals looking to enter the field.

Those who want to become a product marketer, and eventually, a product marketing manager or senior product marketing manager, will need some form of higher education. However, professionals without a marketing degree can breathe easy knowing there are various paths that lead to the field of product marketing. As long as their current or past job experience covers relevant skills like strategic planning and problem-solving, aspiring product marketers can cultivate a strong foundation. 

Breaking into the discipline is difficult with no experience, so internships and other entry-level opportunities are good places to start. People can also build up skills and gain insights from online resources and databases related to the field. While professionals need to take the initiative, they have the freedom to craft their own product marketing journeys by seeking the right combination of product marketing experience and knowledge.

Courses

Expand Your Product Marketing Career Opportunities

Enhance your marketing skill set through online courses with Udemy.

Udemy

Topic:

Create Business Models, Personas, Product Vision, Customer Journey Maps, Roadmap, and Product Backlog
 

 

What You'll Learn: 

  • Agile Product Planning

4.6
(10214)
Udemy

Topic: 

Market research, positioning, sales funnels, pricing, advertising strategies... create your own marketing plan

 

What You'll Learn: 

  • Get a clear marketing plan
4.3
(372)
Udemy

Topic: 

Building B2B personas for the enterprise - an introductory course

 

What You'll Learn: 

  • Discover how and why the B2B "buyer persona" is a critical ingredient to…

4.2
(510)
Udemy

Topic: 

A-Z guide how to conduct market research, analyze your competitors as well as customers

 

What You'll Learn: 

  • Spy on your competitors
  • Estimate the size of…
4.4
(430)
Certifications

Product Marketing Certifications + Programs

Broaden your horizons with online Udacity courses and 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

 

Udacity
Intermediate
3 months
10 hours

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

 

Udacity
Intermediate
3 months
10 hours

During the Growth Product Manager Nanodegree program, you will learn everything a growth PM needs to thrive, from designing strategic growth plans to analyzing pricing metrics. You will also learn how to assess a business, create a growth loop, measure success, design experiments to increase growth, and monetize a company continually.

Udacity
Intermediate
3 months
10 hours
Careers

Careers Related to Product Marketing

Product Marketing 101

The Basics of Product Marketing

Product Marketing Basics

 

 How to Create a Product Marketing Plan

How to create a product marketing plan
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Companies

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