Product Marketing Specializations

Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?

Example: Project Briefs should include: problem, solution, etc.

I'm the first product marketer focused on a specific industry across our entire platform while the majority of the team is focused on specific product(s) and/or sales segment.

i.e. working at a large company with minimal scope, focusing on sales enablement but knowing you need experience on the product launch side, other marketing teams covering responsibilities, etc.

Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.

At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?

I’m relatively new to marketing (have done some freelancing in social media and influencer marketing). But I have a strong interest in messaging, positioning and understanding the customer, and I think Product Marketing could be a good fit for me.

While planning for a GTM strategy what framework do you suggest should be used? I understand that STP is one of the key aspects, what are the other aspects to put it in place to ensure a solid GTM?

I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.

Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?

Do you use ever use NPS or any other survey style?

This is especially a problem in smaller, owner-led companies who don't realize they need product marketing and/or an official launch process. Thanks!

I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.