All related (121)
Suyog Deshpande
Product, Partner & Developer Marketing Leader at Samsara
First, you can not decouple analytical skills from brand marketing skills. They are not mutually exclusive. You are right that there is more emphasis on analytical skills in job description for product marketers. Primarily because analytical skills are easier to evaluate. They are also critical because analytical mindset helps you have a solid foundation for your marketing strategy (including brand marketing). However, these strategies come to life with creativity. You can not undermine creative skills and just focus on analytics skills while hiring. Examples of brand marketing playing a r...more
Anthony Kennada
Chief Marketing Officer at Hopin
I definitely appreciate this tension -- and in a perfect world you find the right mix of both on the team. Analytical skills will benefit our understanding of market sizing and opportunity, pricing and packaging decisions and so on. The "brand" or creative skillset would aid in storytelling around messaging, content efforts, etc. I think it depends on your role within the PMM org. A Head of PMM, ideally, would be able to balance both analytical and creative capability, and hire to his/her weaknesses. But an appreciation for the power of brand marketing is a superpower in product marketing...more
Jodi Innerfield
Senior Director, Product Marketing at Salesforce
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...more
Elain Szu
VP Marketing at Sentry
You've hit upon one of the reasons why marketing in tech is a neverending challenge (and the fun part IMO). I think the best marketers have both strong analytical skills and grasp how to build long-lasting brands based on an emotional connection with their customer. If your goal is to one day lead marketing more broadly, you absolutely need to demonstrate that you can build a brand beyond the product marketing itself.  I think a strong brand requires a consistent identity and tone that emphasizes: 1. Specificity (what) 2. Resonance (why) 3. Emotional connection (how) But the foundat...more
Jason Perocho
Vice President, Product Marketing at Braze
Analytical skills tend to be the preferred skill set of a product marketer because they are "running the business". Product Marketers own a product's P&L and must have the business acumen to drive revenue. Important the ones trying to size and segment the marketplace. Additionally, they'll probably be on the front lines trying to determine what segment, region, or geo to invest their budget.  Brand marketing's closest overlap is with the Marketing Programs PMM function. They will ensure that the outbound messaging of the product ladders up to company's overall messaging. Additionally, the...more
Kristen Ribero
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...more
Valerie Angelkos
Product Marketing Lead at Plaid | Formerly Google
Understanding how Brand Marketing works is critical to succeed in Product Marketing as these two teams work closely together to bring any Marketing and Product work to life. Brand Marketing thinks about creating a long-term, strategic plan to continuously boost a brand's recognition and reputation. It involves creating and maintaining brand-consumer OR brand-customer relationships and marketing brand attributes—the traits that people think of when they picture a particular brand. I see this as the overarching umbrella of any company -- and often categories and/or products within each com...more
John Gargiulo
Head of Global Product Marketing at Airbnb
It's funny, I've been working on a deck looking at exactly this question. It's fascinating how much it varies from company to company. We're moving to a place where the distinctions between product marketing and brand marketing are becoming increasingly blurry. Think of it as simply different problems to solve, that map to different parts of the funnel.   Some product launches need broad awareness and call for high-funnel, or what we often call brand marketing. Whereas some launches are updates to features within existing, already known products, in which case they need more low-funnel, i...more
Sarah Lambert
SVP, Marketing at Buckzy Payments

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.

Liz Tassey (she/her)
VP of Marketing at Blueocean.ai
Brand is more than just a logo or color palette or tag line. Brand is the combination of customer touchpoints that create meaning and belonging for that customer...Brand attracts the customer in the first place, for sure, but brand shows up in how the product delivers on its promise, how customer support handled your issues, how easy it was to purchase. Imagine if you had expectations of a Nordstrom experience, but then got Wal-Mart. It's not that Wal-Mart is bad, but the misalignm of expectations and experience creates dissonance for the customer that can damage the relationship. Now, if y...more
Feng Hong
Global Product Marketing Manager at TikTok
For companies of a certain DNA (Bay Area, technology), brand marketing is not a priority compared to being able to measure the performance of your own marketing, with a philosophy of investigating what works and what doesn't. That's because the company likely has a demand problem, not a brand problem. So if product marketing wants to support demand generation and growth, then the product marketer needs to have an analytical foundation or analytical acumen.   Brand marketing comes into play with a product marketer's natural audience intuition. How is the brand received by the audience? How...more
Diana Smith
Director of Brand and Product Marketing, Twilio.org at Twilio

These are all interrelated.

Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines.
Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput
Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions.

Hope that helps!

Savita Kini
Director of Product Management, Speech and Video AI at Cisco
Just a feedback on the last comment, as I reacquaint myself to the "new" bay area. I have noticed more emphasis on demand gen skills amongst many startups. If there are stakeholders in the company already like product management and technical marketing who are also good at writing, messaging, positioning - then this might work. However, a good product marketer who has enough knowledge of demand gen mechanism is probably a better fit versus demand gen being forced into product marketing. Easier to pick up demand gen skills versus the opposite - in my view. It offers a career growth path for ...more
Felix Huang
Senior User Acquisition Manager at Hopper | Formerly Skillz, Telus Health,

100% agree with Suyog. Nothing we do exists in a vacuum and all of the positioning and messaging we bring to market should be looked at from a brand lens to ensure consistency. Ultimately, the consumer is not going to differentiate what’s brand marketing and what’s product marketing. It’s all the same to them!

Derek Frome
Vice President Marketing at Ouster.io
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...more
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe

Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals. 

The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics.