Your research and development team have been hard at work on a new product for several months, putting valuable resources into its design as well as manufacturing. They have carefully studied the market and identified the problem they are trying to solve.
They have brainstormed and planned out the best product and then carefully crafted it before testing its functionality to make sure that it does indeed do what it was meant to do.
This is your best choice in the world, after chocolate.
There’s only one question you need to ask when you have an incredible product ready for the market. How will you announce your product to potential customers? How do you get your product in front of potential customers?
They have brainstormed and planned out the best product then carefully crafted it before testing it to ensure It does what it was designed to do.
This first step of the process and should be done at the beginning of research or development. You have a product marketing manager available to help you take your creation to the next level. Marketing is essential to ensure that your product, no matter how great it may be, is discovered by those who need it. This could result in low sales and financial failure as well as potential customers still struggling with their original problem.
This perspective shows how important product marketing managers can be. Let’s find out more about this important role.
What is a Product Marketing Manager?
You might be asking yourself, “What is a product market manager (PMM)?” and “How important are they to my product launch?” Product marketing managers are responsible for the product’s positioning, messaging, and branding.
Let’s look at this product marketing job description to get a better understanding of the role.
Also read: Product Development Process | Definition and Overview
Product Marketing Manager Job Description
A product marketing manager is responsible for creating and distributing promotional campaigns for key products. This person will be able to understand the target audience and have in-depth knowledge about relevant product features.
Product Marketing Manager Skills and Qualifications:
- Experience in foundational marketing and campaign administration
- Project management skills
- Communication and organizational skills are essential
- Ability to analyze relevant information and make informed choices
- Ability to prioritize tasks and assign responsibilities across multiple projects
Employers require a minimum of a bachelor’s degree in order to fill this position. This is preferably in marketing or business administration. Employers may look for candidates with advanced degrees and more experience in sales, marketing, or advertising.
Although not mandatory, certifications such as the Certified Products Marketing Manager distinction can be helpful in preparing Product Marketing Managers to handle the new responsibilities.
PayScale states that the annual base salary for Product Management Managers in the United States is $92,628. However, this can vary depending on the company and the level of experience.
What Does A Product Marketing Manager Do?
They are responsible for creating a story about a product that will appeal to potential customers and collecting feedback from them after the launch.
The product marketing team (or product manager) will be involved in the preparation of the product for launch. They will educate potential customers about the benefits and value of the offering to convert them into loyal fans.
The PMM will be focusing on three levels of the sales funnel to achieve this.
- Acquisition: Promoting awareness of your product via content, such as blogs, social media copywriting, and copywriting. The product marketing manager must decide what campaign is needed, set a budget, plan a project to release the content, and supervise the creation of the content.
- Engagement: Building trust with potential customers through campaigns, events, and specific calls for action.
- Conversion to and Retention: Converting customers who are interested in purchasing one-time items into paying customers and keeping customers loyal with subscriptions or add-ons (when applicable).
It is important to note that the expectations and responsibilities of a product market manager can vary from one campaign or company to another.
Also read: Top 5 Wireframing Tools For Product Managers
What is the difference between a product manager and a product marketing manager?
It can be confusing to distinguish between the various roles within a company when you have similar titles. People often mistake product marketing managers for product managers. While there are some similarities, they have very different responsibilities.
A product manager and a product marketing manager both provide a voice for the product. The difference lies in who they are talking to. During the product development stage, a product manager speaks loudly. Product managers speak for the product internally, communicating with developers and engineers about the features and functionality. Product managers are focused on answering the question “Does the product solve the problem that we want it to solve?”
On the other hand, a product marketing manager is responsible for communicating with the outside world. The question they are asking is “How will people find out that this product solves their problem?” They will develop a launch plan and work with the social media team, work with the PR, marketing, and sales teams to ensure a successful product launch, and spread the word about the new or improved product.
The role of a marketing manager is often confused with a product marketing manager is also needed. There are overlaps and similarities, but a marketing manager works often on general marketing activities to increase awareness among a company’s users. They will spend less time researching and building buyer personas.
The difficult part of creating a product is half the battle. In order to succeed with your product launch, make your product wildly profitable, and ensureYou need someone to manage the marketing so that the message reaches the right people. The right product marketing manager will guide the right customers to your product if they are chosen.