Friday, September 19, 2014

What Does a B2B Technology Product Marketer do?

It depends. 

OK, I’m going to help you out a little bit more than that, but I must clarify before you read on that every company does Product Marketing a little bit differently. In fact, within a team or group at LinkedIn Product Marketers can have drastically different responsibilities or priorities than other parts of the company. The best I can do is give you some of the key areas that Product Marketers tend to work on and some of the key tasks. Any of the areas below could be a small or large part of your job, so I recommend clarifying in your interview process. 

meme it depends


Product development.
  • Determining if there is a market for a feature or product
  • Outlining the product requirements
  • Defining the messaging and positioning
Random Strategic Projects
  • In my experience random important projects get thrown on the lap of Product Marketers because they are typically strategically minding and work very well cross functionally. 
Segmentation
  • Work to understand your audience and customer, then implementing what you learned to improve your sales, marketing and product efforts. 
Market research
  • Regular customer satisfaction surveys, like a quarterly NPS study
  • One off research for new products, competitive analysis or segmentation of other strategic initiatives. 
Product/features launches
  • Play quarterback to organize sales, PR, marketing, product and support for smooth and effective feature or product launches. 
Sales enablement.
  • Product training at new hire orientation. 
  • Answer the sales team’s product questions on going
  • Training the sales team on new products or features as they come out
  • Gathering product feedback from the sales team
  • Communicating changes or updates to the product to the sales team
Competitive
  • Understanding your competitors strengths, weaknesses and how to talk about them. 
Events
  • Running or participating in customer events
  • Participating in external events as a thought leader for your company or product
Thought leadership
  • This could be writing all sorts of content, participating in webinars or being brought in during customer calls. 
From my anecdotal experience, Product Marketers have high job satisfaction. No day is the same. You get to be strategic, creative and analytical. If you think I missed anything, please add it to the comments.

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