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What is the role of product marketing with product launches in a product led org?

How do you lead your product management team?

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3 Answers
Launch Channels Launch Strategy
  1. Abhishek Anbazhagan
    Abhishek Anbazhagan

    Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

    PLG doesnt change the role of PMM. If anything a PMM becomes even more important cause in PLG, you are not training a sales team but your website/landing page to be your leading sales rep.

    PMMs need to focus on conveying the value/outcomes message, handle objections, address FAQ on the landing page itself. I like to think of it as "enabling" the landing page as being a key focus for PMM in a product-led org.

    1,498 Views
  2. Rachel Cheyfitz
    Rachel Cheyfitz

    Visual Layer S.Director of Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y

    In a product-led organization, the role of product marketing is critical to the success of product launches. Product marketers are responsible for developing and executing the go-to-market (GTM) strategy for new products or features, which involves creating messaging and marketing collateral, conducting market research, and working closely with the sales team to ensure that they are equipped to effectively promote and sell the product to customers. Product marketers are also responsible for driv ...Read More

    453 Views
  3. Lisa Dziuba
    Lisa Dziuba

    Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y

    In a product-led company, the product is the primary driver of growth and revenue. The "product" is responsible for acquiring and retaining customers, and the company's overall focus is on creating a valuable and engaging product experience.

    In this scenario, the role of product marketing is to showcase product capabilities that can be the trigger for user acquisition. This comes to GTM focus, launch messaging, and chosen GMT channels.

    360 Views
  4. Pulkit Agrawal
    Pulkit Agrawal

    Chameleon Co-founder & CEO • 2y

    Product-led means more self-service UX for activation, engagement, upgrades etc, instead of needing humans to communicate product updates and drive adoption and upsell. This means: ➡️ PMMs are still key in positioning research, messaging refinement, roadmap planning etc. ↙️ PMMs are less focused on sales-enablement and associated collateral ↗️ PMMs are more responsible for product launches and at-scale / tech-touch communication Specifically this means the role of Product Marketing includes: Cre ...Read More

    9,888 Views

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