It's been a while since we've had an integrated marketing function at Momentive, but here's how I'd envision this working:
Product marketing owns:
- Buyer persona research, development, and enablement
- Product messaging/positioning
- Go-to-market strategy (e.g. by persona, industry)
- Product/feature launches
- Bottom-of-the-funnel product content/collateral
- Competitive intelligence
- Analyst relations
Customer marketing owns:
- Customer advocacy: customer stories, customer participation in thought leadership, review site management, communities, advisory boards
- Customer marketing: scaled customer onboarding & engagement programs, cross-sell and up-sell customer campaigns - could include email nurtures, customer webinars, etc.
Brand marketing owns:
- Brand messaging and narrative, as well as brand guidelines
- The visual manifestation of the brand (logo, colors, fonts, imagery/animation style, iconography, etc.)
- Content strategy, and Top-of-the-funnel thought leadership content
- Creative production for full-funnel campaigns (ads,
- Brand health measurement & tracking
Once the company scales to where there is a) a full portfolio of products and/or brands and b) there is significant investment in full-funnel campaigns across those products/brands, then integrated marketing becomes a necessary function.
Integrated marketing owns:
- Full-funnel marketing strategy & execution management for large-scale campaigns (these could be brand campaigns or Tier 1 launches).