Product marketing is where marketing, growth, product, and sales converge. This department is pivotal in showcasing the product’s value to customers who need it. Once considered just a part of product management, product marketing has evolved into its own essential field. It blends art and science, requiring product marketers to work across tech, marketing/sales, and customer-facing teams.
In essence, the goal of product marketing is to “ensure the product reaches the right market at the right time to solve the right problems.” To do this, product marketers collaborate with various departments to gather information, engage with customers, conduct research, create compelling marketing materials, and ultimately retain users.
Here are the five primary activities you can expect from a product marketing team, ranging from basic to advanced. Note that the focus of these activities can vary depending on whether it’s B2B or B2C, the industry, and the team’s size:
1. Discover