Sharebird
Sign Up / Sign In
Back to Your Feed

What is your answer to, "What Is Product Marketing?"

3 Answers
Priya Gill
Priya Gill
SurveyMonkey Vice President, Product MarketingAugust 10

Simply, we combine market, customer, and competitive insights with product innovation to deliver a unified narrative and winning GTM strategy for the company.

This means focusing on four core areas:

  • Product: Drive market success of the product and solutions portfolio by ensuring strong product-market fit, compelling messaging, differentiated positioning, and strategic pricing & packaging
  • Demand: Drive demand by supporting strategic marketing plans that cement industry authority, build brand awareness and drive pipeline growth
  • Enablement: Drive revenue and retention by empowering sellers and customer success with the content and narratives needed to support the customer journey and sales cycle
  • Customer: Drive expansion revenue and adoption by supporting engagement and growth initiatives for existing customers that drive retention, loyalty, and advocacy
822 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingJune 29

I explain it across 4 core responsibilities: 

Experts on our customers, products, and markets

We find the right insights and turn them into strategy, and make the insights easily consumable for the rest of the org

Marketing owners for product

We partner with product teams to make our products successful — driving awareness, acquisition, adoption and expansion for our product lines

Integrators

We sit at the intersection of most teams, working with each of them to break down silos and get to better results

Customer advocates

We work with internal teams to design and deliver great customer experiences that make them feel understood, empowered, and valued

459 Views
Meredith Davis Shields
Meredith Davis Shields
LendingClub VP, Product MarketingJuly 26

Obesessing about what our Members need from Chime (v. what Chime wants to sell to our Members). Making sure that the products (and experiences) we deliver are actually solving real problems in their lives and that we are merchandising them in a way that is simple, clear and compelling. Celebrating the moments when our products work better together to drive even bigger outcomes for our Members.

419 Views
Top Product Marketing Mentors
Eric Bensley
Eric Bensley
Asana Head of Solutions Marketing
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and Communications
Sherry Wu
Sherry Wu
Gong Director of Product Marketing
Aliza Edelstein
Aliza Edelstein
Route VP of Product Marketing
Nisha Goklaney
Nisha Goklaney
HubSpot Senior Director of Product Marketing
Mary Sheehan
Mary Sheehan
Adobe Group Manager, Lightroom Product Marketing
Madeline Ng
Madeline Ng
Google Head of Marketing, Google Maps Platform
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing & Customer Marketing
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network Experiences
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product Marketing