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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?
2 Answers
Abhishek Anbazhagan
Abhishek Anbazhagan
Palo Alto Networks Product Marketing Manager, CortexSeptember 6

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.

938 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationDecember 11

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 driving product adoption and engagement, which involves developing strategies and tactics to encourage customers to try the product, as well as providing support and resources to help customers get the most value out of the product. This can include creating educational content, such as webinars, case studies, or customer success stories, as well as providing training and support to customers and the sales team.

Overall, the role of product marketing in a product-led organization is to ensure that the product is positioned and promoted effectively in the market, and that customers have the tools and support they need to succeed with the product.

273 Views
Lisa Dziuba
Lisa Dziuba
Lemon.io Head of Growth Product MarketingDecember 4

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.

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