How do you look at the difference and overlap between growth and product marketing?

Product marketing is deeply aligned to the product team and is focused on maximizing the adoption of the product suite. Product marketing can also be split into “inbound” and “outbound” functions depending on the stage of the company. Inbound being responsible for research, strategy, and insights to inform product roadmap decisions while outbound is responsible for launches, sales enablement, messaging, and distribution. At a smaller company, product marketing is responsible for both inbound and ...Read More

Growth marketing focuses on acquiring and retaining customers to drive business growth. Product marketing focuses on understanding the market, positioning the product and communicating its value to customers. With these definitions in mind, growth marketing is responsible for acquiring new customers with a goal of driving “perceived value” of the product. While product marketing is responsible for “realized value” and keeping the customers using the product.  If a product marketer is just launch ...Read More

In my opinion, there isn’t much overlap between PMM and Growth PMM, but the things that they need to know to power the work that they do is where there’s some overlap. From my perspective, there are two main areas of overlap: Customer and market knowledge: Both teams require a deep understanding of user needs, behaviors, and preferences in order to effectively inform growth and PMM strategies. Data utilization: While Growth PMMs heavily rely on data for growth strategies, PMMs also use data for ...Read More

While product marketing focuses typically on marketing strategy creation, growth marketing typically focuses on driving execution of some part of the marketing plan. This can be acquisition or engagement (or both) where acquisition marketing is about going after net new customers or users and engagement marketing is about getting existing customers/users to do more. While product marketing focuses typically on overall business performance and overall marketing plan success as primary KPIs, growt ...Read More