If you're like everyone else, you're probably thinking about what you want your product marketing to say in 2017. Hubspot recently published a comprehensive article that really goes to the heart of the definition of product marketing. Here is a brief synopsis:
- Product marketing touches product, marketing AND sales (Yikes says the salespeople out there). This happens to be a top definition.
- Product marketing must survey the competitive landscape and the market.
- It must help the sales team sell more and close more deals.
- Product marketers must concentrate on marketing to customers rather than prospects and leads.
- Product marketers set the position and messaging statements to help sales talk about the product and customers understand how to use the product.
- "Product marketing is the art and science of conveying to people what your product can do for them with the goal of engaging, converting and retaining."
- As a product marketer you must understand what your people want so you can make your product great.
- Product marketers create a desire for your product and understand your customers--so much so that they can get the customers to answer two questions: why your product and why now.
- Product marketer support sales and help them sell more.