Great question! I have seen customer marketing both within PMM and outside of
it. Depending on the organization, it could work either way as long as product
and customer marketing work very closely together.
To ensure success, I would suggest that customer marketing be part of product
marketing for many reasons. PMMs are expected to be experts on customers and are
usually the ones that either lead or highly influence customer-related
activities such as:
* Increasing product adoption
* Content for customer events
* Win-loss analysis
* Customer stories/case studies
* Customer communications, specifically about best practices and feature
launches
* Advisory boards
* Etc.
When customer marketing and PMM work together and there are no silos, then the
customer experience improves. A win-win situation.
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Customer Marketing
Who is better suited for a customer marketing role compared to a traditional product marketing role?
1 answer
1 answer
Which do you find to be the most important?
1 answer