Decoding Product Marketing: Dispelling Myths and Bridging Gaps | E67

We're diving into product marketing, a topic that often leaves many scratching their heads. If you find yourself nodding along, you're not alone. Let's unravel what it truly means to work in product marketing and how this distinct role shapes a company's success.

So, What Really is Product Marketing?

Our guest expert, Talya, who has been immersed in the world of product marketing for nearly a decade, gives us the lowdown. “Product marketing,” she explains, “sits at the intersection of marketing, product, and sales. But it’s more than just sitting pretty at the center; it’s about having an ear to the market and knowing your customers inside out.” Talya mentions how crucial it is for product marketers to know the market they're playing in, whether through competitive analysis or customer insights, but laments that this part is often missing from the standard Venn diagram definition of product marketing.

Talya also emphasizes the often overlooked dynamic with other internal teams. She puts it succinctly,

“A lot of what product marketing does is really marketing strategy. It’s about tight collaboration with other marketing teams to ensure that everyone is targeting the right audience with the right message. If not, all that hard work is for naught.”

And this is where misunderstandings can arise. If product marketing isn't aligned with sales and isn't enabling marketing properly, everyone’s efforts may be misdirected.

Navigating LinkedIn Advice

Emma, our host, chimes in on the confusion stemming from online advice, specifically on LinkedIn. “My theory,” she quips, “is that people from Twitter relocated to LinkedIn and ruined it for us. All this wishy-washy advice doesn’t help when a junior marketer suddenly finds product marketing on their plate.” To which Talya agrees, noting, “A lot of online product marketing advice targets the beginner level and simplifies it too much, as if the advisors have never been in the trenches.”

Influence on Product Roadmaps and Pricing

Interestingly, product marketing isn't just about making noise externally but having sway internally too. Talya boldly states, “In theory, yes, product marketing should influence product development and pricing decisions. But actually having that input isn't as common as it should be.” This disconnect can stifle marketing and sales efforts if not addressed.

Ruta dives further, pondering if product marketing can sway major decisions like freemium strategies. Talya candidly responds,

“Freemium is hard from an organizational perspective, but a good product marketer can make a powerful case if they gather the right insights and data.”

This insight underscores the strategic depth product marketing entails, linking internal goals with market opportunities.

Resolving Internal Marketing Tensions

Emma laughs about her internal “beef” with previous product marketing teams, which stemmed from a cultural disconnect. She notes, “In my experience, if internal departments don't communicate and collaborate, it leads to tension.” Talya agrees, adding, “Customer and product marketing should be extensions of each other. Working together strengthens the entire marketing strategy.” Communication is key in making sure all departments are on the same page, especially with messaging and customer interactions.

Building Bridges in Your Organization

So, if you're sitting there, feeling the need to establish some product marketing in your organization, where do you begin? Talya advises, “Assess where things are broken. Are you targeting the right audience? Look for the biggest gaps first. But at a minimum, really know your ICP (Ideal Customer Profile). And no, it’s not just companies with over 500 employees.”

Another crucial tip Talya shares is about fostering internal relationships. “Be the go-to person for sales and customer success. When they need support on client presentations or strategic insight, you should be their first call.” This proactive approach not only positions you as a valuable team member but also helps bridge that dreaded internal gap many organizations face.

Conclusion: The Undeniable Value of Product Marketing

In closing, remember that product marketing isn't just another spoke in the marketing wheel. It’s a key driver in aligning your company's product with market demands and customer needs. Include product marketing as a strategy in your organization, acknowledge its nuances, and you'll be on the path to tighter, more effective marketing and sales strategies than ever before.

Feeling a bit clearer? Hopefully, this post has shed light and resolved some officer tension. All aboard the product marketing train!