What Is Product Marketing?
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High level general definition of product marketing to open a discussion about the distinctions, focus and competencies necessary to define product marketing within an organization.
What Is Product Marketing?
- 1. Cindy F. Solomon, CPM/CPMMAIPMM* Certified Product Manager (CPM)Certified Product Marketing Manager (CPMM)*The Association of International Product Marketing and Management (AIPMM)http://www.linkedin.com/in/cfsolomonWhat is Product Marketing?
- 2. Product Marketing is product Management by any other name
- 3. Requires close interaction with Business Development,Product development, Marketing Communications, Online Marketing, and Sales management. Product Marketing
- 4. Requires Strong communication, collaboration and evangelizing skills, Ability to convert technical positioninginto key market messages, andAbility to launch new products into the market.Product Marketing
- 5. Creates the marketing plan identifyingmethods for customer acquisition and customer retentionMeasures effectiveness of product marketing programsMaintains (and drives)product launch plansProduct Marketing
- 6. Defines buyer personasDetermines market messagesDelivers thought-leading content via all out- reaching actions;events, websites, blogs, social media, and other outletsProduct Marketing
- 7. Identifies product references for industry and customer referralsAligns sales tools and ideal sales process to the typical buying processFacilitates channel training including competitive threats and related industry newsProduct Marketing
- 8. Cindy F. Solomon, CPM/CPMMAIPMM* Certified Product Manager (CPM)Certified Product Marketing Manager (CPMM)*The Association of International Product Marketing and Management (AIPMM)http://www.linkedin.com/in/cfsolomon