Product Marketing is a role which works across different organisational departments. You will undertake market research on new products, establish timescales for developing products, influence pricing and packaging, guide sales teams, develop messaging and market positioning around products and take part in presentations and events. Often product marketing managers are the ‘voice of the customer’ within their organisation, carefully researching customer needs and experiences.
Develop product messaging that differentiates our products from others in the market.
Communicate the value of new products to the sales team and develop sales tools that facilitate the selling process.
Draft and ensure effectiveness of user guides/tours/manuals for our products to ensure users understand how to get maximum value from them.
Brief the press and PR teams about new products and take part in presentations.
Through interviews, surveys, focus groups and sales data, gain insight into customer use of current products, untapped opportunities and buyer personas.
Establish timescales for development of new products with product management, engineering and other departments.
Use market research data to determine product pricing.
Create product content such as case studies, videos, website copy and blog posts
Speak and present about products to both external and internal audiences.
Test new products.
Propose and manage relevant projects within timeline and budget.
Research competitor offerings and react when appropriate.
Recruit and develop a product marketing team over time.
Our team uses a combination of digitization, smart process design and automation software to reduce waste of time and other resources but this ethos of efficiency begins with our own engineering. Aside from building high impact solutions and obsessing over the intricate to make it simple for our users, a big part of your job will involve automating all the repetitive grunt-work typically associated with setting up, supporting and extending an integrated suite of specialized, mission-critical applications serving hundreds of clients and millions of customers. We are looking for highly capable generalists to path-find in a completely new environment and if we do this well, this team will take what is now a niche in a large market and possibly grow it into a stand-alone category over the next few years.If you like having a constant supply of new challenges, learn fast, have an eye for detail, work well with others and can convert a problem statement into an effective end-to-end solution in your sleep, this position may be perfect for you.
Collaborative skills: As a product marketing manager you will have to work with different teams across the organisation. This will often include the sales, engineering, design, press and PR and senior executives. New product launches along with the messaging iteration that follows are inherently ‘cross functional’ and entail coordinating the work of many different people.
Communication skills: Both speaking and writing abilities are crucial in this role. You will frequently have to interview users/customers to understand their needs, communicate the gaps to the development team, present about new products, write engaging copy, and tell the ‘story’ of products for various marketing channels by writing the necessary content.
Research skills: A crucial part of being a product marketing manager is gaining insight into customer needs and experiences. Analysis of data, surveys and customer interviews will be part of this mix and you need to be well acquainted with these techniques.