What core skills should new product marketing managers learn first?

You're starting in a good spot here on Sharebird. I think writing and deck design are fantastic foundational skills that you can learn through online course OR in pro-bono work. It's hard to say without knowing more about your current situation but are there areas in your current work or personal life that need better communication? An upcoming event? A blog post? etc? Where can you get the at bats?

If you're new to Product Marketing (PMM), start by grounding yourself in the fundamentals of messaging and positioning. In my view, these form the foundation of everything else in PMM.

A PMM wears many hats, but at its core, the role is about taking a complex subject and simplifying it in a way that resonates with your buyer—leading them to choose your product over a competitor's. Product Marketing is often essential when the benefits or differentiation of a product aren't immediately obvious, which makes this work both challenging and critical.

To excel, you need to craft a story that's clear, compelling, and positions your product distinctly in the buyer's mind. Here's how I break it down:

Key Skills You Need to Master:

1. Storytelling:
   People remember stories, not facts. Your goal is to take the customer on a journey—from their current understanding of the problem and market to a place where they feel compelled to take action, believing your product is the solution.

   • Remember, every story needs a hero—and the hero is always the customer, not your product or company.

2. Positioning:
   Positioning is about creating a unique and differentiated space in the buyer's mind for your product. Ask yourself:

   • What do we offer that no one else does?

   • Why should a buyer choose us over other options?

3. Messaging:
   Messaging is how you communicate your position clearly and consistently, both to internal stakeholders and external audiences. Use language that is simple, authentic, and easy to understand. Effective messaging enables your team to articulate what you do and what makes you different.

You Need to Overcome Inaction:

The path of least resistance for buyers is often to do nothing. To overcome this inertia, you need to show that the "Pain of the Same > Pain of Change." If you can clearly demonstrate that the cost of inaction is higher than the cost of adopting your solution, you're on the right track.

Recommended Reading

If you're just getting started, I'd check out:

• Positioning by Al Ries and Jack Trout

• Made to Stick by Chip and Dan Heath

• Loved by Martina Lauchengco