What is Product Marketing?

Marketing Land

Product marketing is the driving force behind getting products to market - and keeping them there. Product marketers are the overarching voices of the customer, masterminds of messaging, enablers of sales, and accelerators of adoption.

PMMs are responsible for a variety of deliverables and are a fundamental part of the product lifecycle.

They’re the masterminds behind making product features appeal to the senses, whether that’s through email marketing, webinars, and other marketing functions, and are some of the world's most accomplished plate-spinners, playing a crucial role in ensuring products appease the company’s target customer.

Product marketing sits at the heart, the intersection, and the core of all successful companies. PMMs collaborate with key teams such as the marketing team, sales, customer success, and plays a critical role in helping the business achieve its goals.

It's vital and exciting - but it can be a little complicated, but this is where the Product Marketing Framework comes in:

Our Product Marketing Framework covers all the necessary areas required to navigate the product marketing journey, from A to B to C to D... the list goes on.

The framework defines five fundamental phases of product marketing: discover, strategize, define, get set, and grow. We recommend familiarizing yourself with the full framework to really get to grips with each of the moving parts.

But in the meantime, here's a whistle-stop tour:

Discover - This is the stage in which you gather the info and insight to turn your assumptions into an educated hypothesis. Customer feedback and sussing out the competition are just two of the key elements involved - and they're both product marketing gold dust. ✨

Strategize - Whether it's product-market fit, your GTM plan, or your pricing, strong product marketing always comes with a strategy.

Define - This is all about identifying your personas and applying what you garnered from your discovery stage to shape customer journey and communications.

Get set - Here, it's time to harness all your hard work thus far with training, sales enablement sessions, and marketing campaigns so your team is equipped to take the GTM by the horns and run with it.

Grow - This is where your post-launch process needs to kick in, to ensure your product continues to flourish and evolve in its market.