what is product marketing

Free ebook: The Product Marketing Playbook: Get Alignment Across Teams For An All-Star Go-to-Market Strategy

B2B product marketers keep sales, marketing, and product moving toward the same goal. But with so many players, it's easy to drop the ball, resulting in lost deals, departmental blame games, and flimsy product messaging. B2B product marketers face distinctly different challenges from other marketing functions—so we wrote a playbook exclusively for you. Get your copy of The B2B Product Marketing Playbook, and learn specific tactics to: Plan a seamless go-to-market strategy across departments and teams - Create a collateral development workflow that sparks accountability and visibility across stakeholders - Distribute collateral effectively across sales teams and regions - Optimize product launches to become even more targeted and data-driven Play smarter, not harder. Download your playbook now.

Table Of Contents

Pg 5 - The New Age of B2B Product Marketing Pg 7 - Introducing the Product Marketer: The Glue Holding It All Together Pg 9 - B2B VS B2C Product marketing: A Whole New ball game Pg 10 - Mid-Funnel Stall: A B2B Product Marketer's Uphill Battle Pg 11 - Listen to Prospects and Customers Pg 13 - Assemble your stakeholders * Product management: your biggest ally * Corporate Marketing: Forming a Cohesive Message * Sales: Eliminating "Off the Cuff" Selling * Customer Service: The cherry on the top of your go-to-market strategy Pg 18 - Align content goals with defined stages Pg - 21 - Build visibility into your content production process * Step 1: map the process-identify key tasks and roles * Step 2: Assign Content Tasks and Workflows. * Step 3: Establish Accountability-set deadlines early * Step 4: Schedule collaborative meetings in advance Pg 27 - Leverage all channels for a closed-loop, Go-to-market strategy * Internal channels * External channels Pg 31 - Measure Internal Reach: How Other teams use and share your collateral Pg 33- Measure external Reach: Performance across channels Pg 34 - Track the right metrics to avoid mid-funnel stall

First 3 Pages

The B2B PRODUCT MARKETING PLAYBOOK Get Alignment ACROSS TEAMS FOR AN All-Star Go-to-Market STRATEGY PLUS HOW TO GET SALES TO FIND (AND USE) YOUR COLLATERAL INDEX INDEX C l i c k o n t i t l e t o j u m p to Desired Section The B2B Product Marketing Playbook 5 »The New Age of B2B Product Marketing ...........................................................5 »Introducing the Product Marketer: The Glue Holding It All Together ..........................................................................................7 »B2B VS B2C Product marketing: A Whole New ball game .........................................................9 »Mid-Funnel Stall: A B2B Product Marketers Uphill Battle..........................................................10 INDEX Plan 11 »Listen to Prospects and Customers ................................................................11 »Assemble your stakeholders ................................................................................13 * Product management: your biggest ally ..................................................................................14 * Corporate Marketing: Forming a Cohesive Message........................................................................15 * Sales: Eliminating "Off the Cuff" Selling points .................................................................16 * Customer Service: The cherry on the top of your go-to-market strategy .......................................17 »Align content goals with defined stages .....................................................18 CREATE 21 »Build visibility into your content production process....................21 * Step 1: map the process-identify key tasks and roles .....................................................................22 * Step 2: Assign Content Tasks and Workflows ................................................................................24 * Step 3: Establish Accountability-set deadlines early ..........................................................25 * Step 4: Schedule collaborative meetings in advance ........................................................26