If you had to define product marketing right now, what would you say?
Although product marketing is a prominent department across both B2B and B2C companies, it’s pretty hard to find a good definition of it anywhere … even on Google.
What makes it especially difficult is that it’s one of the few job functions that touches product, marketing, and sales. It all comes down to knowing the target customer and testing to find ways to learn more about them and how best to interact with them.
Product marketing is the process of bringing a product to market. This includes deciding the product’s positioning and messaging, launching the product, and ensuring salespeople and customers understand it. Product marketing aims to drive the demand and usage of the product.
– Rick Burnes, HubSpot’s former product marketing director
Product marketing does not stop once the product has gone to market.
The process of marketing a product lasts well after its launch to ensure the right people are aware of the product, those people know how to use it, and that the needs and feedback of those people are being listened to over the product’s lifecycle.
Product Marketing: myPropertyTracker
PLEASE NOTE: These are only some marketing campaign projects. For more insights and work engagements, please contact me directly.
