How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
LinkedIn Senior Director of Product Marketing, Trust • 5y
On the Consumer side (where I sit) we have Brand Marketers and Product Marketers. Product Marketers need to deeply understand the value prop, positioning and user needs o...
9317 Views
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately fam...
10376 Views
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Airtable Senior Director, Product Marketing • 4y
I see those as different skills sets and usually different teams but I don't think there are strict lines in between them. Product Marketers should own the story, the cor...
10932 Views
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
At my current company, these roles are different and lean on the different skills that you mention! That said, at smaller organizations, or even smaller marketing organiz...
4405 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3y
It's been a while since we've had an integrated marketing function at SurveyMonkey, but here's how I'd envision this working:Product marketing owns:- Buyer persona resear...
4112 Views
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
I think there is a ton of value in having these teams work closely but separated into specific pods. As you noted, there are different skillsets here and they can be even...
1941 Views
Confluent Vice President, Product Marketing • 3y
I have seen this done differently in different organizations. There is no right or wrong way. However, I firmly believe that the Product Marketer should own the narrative...
7878 Views
Diageo Head of Tequila Portfolio • 1y
I definitely see the value in having both product marketing and integrated/brand marketing roles. They bring complementary skill sets to the table, and as you pointed out...
4142 Views
Adobe Sr. Product Marketing Manager | Formerly Chatbooks, soona • 2y
Love this question - we have recently been discussing this on our team! To me, brand marketing encompasses a broader view of messaging and campaign execution. This may in...
521 Views
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