Collaboration Between Product Marketing Managers and Product Managers
Based on decades of experience in the B2B product industry, experts Poornima and Rahul share insights on how product marketing managers and product managers can work together effectively.
Understanding the Roles
Product managers focus on listening to the market to build products that meet market needs and provide business value. Product marketing managers, on the other hand, are responsible for taking those products to the market with the right positioning. Both roles are essential, and a lack of collaboration can severely hinder a company’s success.
Working Together on Discovery and Customer Interviews
It’s beneficial for product managers and product marketing managers to conduct discovery and customer interviews together. Whether identifying what the next big product should be or understanding why a current feature isn’t gaining traction as expected, joint efforts provide comprehensive insights. For example, while product marketing might be more open to feedback and criticism, product managers can find it hard to accept flaws in their products. Thus, joint customer calls throughout the product life cycle ensure both sides have a mutual understanding of customer needs and feedback.
Planning Launches and Releases
For every launch and release, collaboration is key. By assessing customer interest and potential impact, product managers and product marketing managers can decide the scope and communication strategy for each release. Frequent and detailed collaboration ensures that both roles are in sync, especially during major launches, when daily catch-ups are recommended to keep everyone aligned.
Securing a Product Marketing Budget
A dedicated budget for product marketing is crucial. By presenting a clear plan that outlines activities to attract and retain customers, product managers can help secure funding. Activities may include running ads, hosting events, creating professional videos, and conducting webinars, all of which enhance the overall marketing efforts and customer retention strategies.
Supporting Sales
Both roles play a significant part in supporting the sales team. At a high level, joint training sessions are effective. Product marketing managers can tell the product’s story, differentiate good prospects from bad ones, and tackle sales objections. Product managers can train on demos, FAQs, and the overall strategic direction. On a micro level, product marketing managers guide sales on using the right collateral while product managers handle technical questions. This collaboration helps refine competitive positioning and product strategy based on real-world feedback.
Customer Advisory Boards and Conferences
Creating a Customer Advisory Board (CAB) and participating in user conferences and trade shows provide valuable market insights. CABs, in particular, help prioritize investments, co-create product strategies, and identify campaign themes. Both roles benefit from the feedback and direct interactions with customers, enabling better product development and marketing strategies.
Driving Campaign Planning with Product Strategy
Product marketing campaigns should align with the product strategy shared during CAB meetings. For instance, if a new feature like automated sales email cadences excites customers, a related marketing campaign can be launched to build anticipation and gather broader market interest, providing a head start on SEO and market positioning.
Facilitating Smooth Migrations
Migrations can be challenging, but joint efforts between product managers and product marketing managers can ease the process. By clearly communicating the benefits of a new platform and providing safe environments for risk-averse customers to test changes, the resistance can be mitigated. Successful migrations require careful planning and messaging to ensure customer satisfaction and a smooth transition.
Engaging Analysts
In the B2B space, analyst engagement is vital. Product marketing managers typically handle these interactions but should involve product managers to provide deeper product insights. This collaboration ensures that the right message is conveyed, leveraging analysts’ industry expertise to refine product strategies.
Learning from Each Other
Both roles have much to learn from each other. Product managers can gain insights into customer communication from product marketers, while product marketers can understand product limitations more deeply from product managers. This mutual learning fosters a more cohesive approach to product development and marketing.
Conclusion
Building a strong relationship between product managers and product marketing managers is essential. Regular syncs, joint activities, and mutual support in various stages of product and marketing processes ensure both roles contribute effectively. Collaboration across customer insights, sales support, launch planning, and strategic decision-making can drive the success of both roles and the organization as a whole.