What is a product marketing manager?
A product marketing manager refers to a critical role in product management. The product marketing manager is in charge of explaining the reason and timing of the project and introducing it to the team. Product marketing managers typically use their knowledge of the market, target users, and other players in the competitive industry to promote the benefits of the product they are in charge of.
The Importance of a Product Marketing Manager
Your product marketing manager will be responsible for conducting thorough market research and evaluating any potential competitors to the product under consideration.
They will be at the center of all communications relating to and surrounding the product, and as such, it will be critical in positioning the product within its market segmentation.
After analyzing the development and market analysis, the PMM will identify product attributes that a company should highlight in advertising.
This can be volatile, especially if more than one market is in question. In addition, the product marketing manager will be in charge of informing consumers about the benefits and advantages of available essential product features.
As part of their customer outreach efforts, the product marketing manager will also conduct product demos, talk, and participate in trade shows and exhibitions. The PMM must do more than advertise the goods. They are in charge of bringing the unique advantages and features of the product to the attention of the general public and the media.
The Responsibilities of a Product Marketing Manager
The product marketing manager is mainly in charge of researching why the product is the best answer for the market. They will advise your sales team on the product’s development and background and create promotional materials (such as flyers, posters, clips, etc.) to highlight the product and showcase its abilities.
Product Marketing Manager vs. Project Manager
You may consolidate the functions of the PMM and the product manager into a single post in smaller or less specialized enterprises. In either case, and contrast to the Product Management Manager, the Product Manager develops the vision and strategy for the product, engages and motivates the development team, communicates the value of the product to the business, produces and maintains product documentation, and interacts with the product’s stakeholders, among other responsibilities.
It makes no difference how they are staffed; both positions are critical to the effective delivery of the final product. Therefore, the product manager and the product marketing manager must collaborate to succeed.
Tips for a Product Marketing Manager
In many cases, the product marketing manager role tends to be mixed with different positions in the company (such as project manager, product manager, etc.). That means one of your top priorities as a manager needs to be creating a clear and realistic job description for your product marketing manager so you can make sure they will bring the best value possible.
For example, let’s talk about marketing training. The product marketing manager’s job is to sell the product. To do that, they need to have good communication abilities, the ability to motivate people, and confidence in the product’s advantages and superiority over the competition.