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Kacy Boone
Head of Growth Marketing, ClockwiseMay 22

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 outbound but their focus on either might shift depending on the stage of the product. 

Growth marketing is composed of channel experts that are focused on various stages in the user funnel and closely linked to revenue. Growth marketing typically has a variety of functions and it may differ from company to company. For my team, growth marketing includes paid acquisition, demand gen, website optimization, lifecycle marketing, and events. Growth marketing is also typically responsible for the “execution” of marketing work. E.g. building emails, ads, in-product notifications. 

The overlap exists where growth marketing and product marketing may both want to drive the adoption of a feature (for example, through lifecycle automation) in order to improve core user metrics. In those cases, product marketing and growth marketing should work together to inform strategy and growth marketing will likely take on the execution.