What is Product Marketing?
The most basic definition of product marketing came straight from ChatGPT, so you know it’s got to be spot on. wink
Product marketing is a strategic role within a company focused on promoting and ensuring the success of a product in the market. It involves understanding the market, defining product positioning, creating persuasive messaging, developing go-to-market strategies, and collaborating across teams to drive product adoption and growth. Product marketers are essential in bridging the gap between product development and the market, ultimately contributing to a product’s success.
That’s not too shabby for a basic explanation, right? It covers the primary responsibilities of a product marketer. My apologies for the initial skepticism, dear soon-to-be AI overlords!
The Evolution and Importance of Product Marketing
While that definition provides an excellent summary, it doesn’t dive into the nitty-gritty of executing these tasks. That’s where I come in. But first, let’s take a quick historical detour: if you look at most of the largest companies in the world today, you’ll find that nearly all have a product marketing department. This wasn’t the case even a decade ago. Yet, the concept of product marketing has been around as long as the products themselves. However, the modern product marketing framework didn’t take shape until more recently.
The closest early representation of what product marketing entailed and the core responsibilities of a PMM can be traced back to a pivotal book from the 1990s, “Crossing the Chasm” by Geoffrey A. Moore. Moore’s book explores the challenges of marketing new and innovative products to mainstream customers, outlining the typical stages of product adoption. Each stage may require different messaging to encourage users to embrace your product.
Originally designed to aid technical marketers, the principles from Crossing the Chasm are increasingly relevant as products and consumer bases become more specialized. In a world where voices and needs diversify, Moore emphasized a more customer-centric approach. He advocates for understanding not just your customers’ general needs, wants, and values but also recognizing that contrasts between market segments require tailored and personalized messaging.
Modern Product Marketing and Its Challenges
Today, product marketing is more prevalent than ever, with many companies actively recruiting product marketers to spearhead their marketing strategies. Despite its growing importance, the novelty of the role means that many organizations recognize the need for product marketers without fully understanding what they do. This ambiguity around the role and responsibilities of the product marketing team often leads to misunderstandings and underutilization.
That’s where resources like the PMM Playbook come into play. I aim to highlight these details and strategies for a successful go-to-market launch through my website and online course. And now, a shameless plug: don’t forget to sign up to subscribe and receive the latest news, blogs, podcasts, and more from the PMM Playbook so you don’t miss anything that might be beneficial for your product launch!
Now, back to our blog post: Product marketing is not just about making noise; it’s about making the right noise in the right way. As we explore these strategies together, I aim to inform, inspire, and equip you with the necessary tools to succeed in this complicated role. Whether you’re looking to learn the ropes or sharpen your existing skills, the PMM Playbook is here to guide you every step of the way!