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.