Question Page

What differentiates a technical Product Marketer vs nontechnical/traditional Product Marketers?

2 Answers
Ivan Dwyer
Ivan Dwyer
Material Security Senior Director of Product MarketingFebruary 18

Good question – it can depend on a few things. In many companies, you’ll have to wear both hats... I know I sure have. 

As Product Marketing teams grow, where it starts to break out into dedicated roles is at the target persona level – your more traditional PMM may focus more on the executive personas/solution marketing/business value route, while your more technical PMM may focus more on the practitioner personas/example use cases/how to guides route.

If you're trying to figure out your own path here, one could either look to double down on one area or improve in others to gain broader coverage. More tech-centric PMMs have a lot of depth, but may lack the big picture, so it's beneficial to spend more time with folks on the strategy/GTM side of the house. More traditional PMMs know the fundamentals well, but may lack depth, so it's beneficial to spend time with folks on the product/Eng side of the house.

1524 Views
James Fang
James Fang
LaunchDarkly Vice President of Product MarketingDecember 7

Techncial Product Marketers have a higher degree of industry knowledge and technical expertise. In a team, they are specialized in the areas of:

  • Competitive intelligence: owning the maintenance of battlecards, and acts as SMEs when going head-to-head in a late-stage opportunity
  • Technical enablement (SE, Professional Services): may entail building hands-on labs, creating technical content (e.g. reference architectures, demo environment + demo scripts, technical white papers)
  • Running betas / "dogfooding" product early-on: some companies have PMs run betas, others deploy technical product marketers to build the early onboarding materials / guide early customer deployments

Building a PMM team does not dictate that Technical Product Marketers are required. In a lean PMM team, oftentimes the most technical leaning PMMs have regular day-to-day PMM responsibilites (e.g. aligned with a product line), but are also tasked with the areas listed above in a part-time capacity.

507 Views
Market Research that Unlocks Growth
Thursday, June 13 • 12PM PT
Market Research that Unlocks Growth
Virtual Event
Carmelo Abate
Emmanuela Tijani, CWCA
Bárbara Manarelli Vieira
+32
attendees
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Claudia Michon
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Julie Towns
Julie Towns
Pinterest VP, Product Marketing & Product Operations
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Amanda Groves
Amanda Groves
Enable VP of Product Marketing
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product Marketing
Pulkit Agrawal
Pulkit Agrawal
Chameleon Co-founder & CEO
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio
Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product Marketing