Product marketing is a critical function in any company that sells goods or services.
Product marketers are responsible for developing and executing marketing plans that reach customers and generate sales. They work closely with product managers, engineers, and sales professionals to ensure that products are successful in the market. With the right education, experience, and skills, you can have a successful career in this growing field.
Below, we discuss the specific duties and challenges of a product marketer, the education requirements, and average career path of a product marketer, and tips on how to become a product marketer.
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What does a product marketer do?
Product marketers develop and execute marketing plans for a company's products. This includes identifying target markets, developing messaging and positioning, and creating and executing marketing campaigns.
5 common duties of a product marketer
The specific duties of a product marketer vary depending on the company and the product, but some common tasks include:
1. Conducting market research to identify target markets and understand customer needs: Product marketers need to understand the target market for their products in order to develop effective marketing campaigns. They do this by conducting market research, which can include surveys, interviews, and focus groups. This research helps them to identify the needs of their target market and to develop messaging that resonates with them.
2. Developing messaging and positioning for products: Once product marketers have a good understanding of their target market, they need to develop messaging and positioning for their products. Messaging is the way that a product is communicated to the target market. Positioning is how a product is positioned in the market relative to its competitors. It’s important messaging and positioning be clear, concise, and persuasive.
3. Creating and executing marketing campaigns: Once product marketers have developed messaging and positioning for their products, they need to create and execute marketing campaigns. Marketing campaigns can include a variety of activities, such as advertising, public relations, and social media marketing. Campaigns should be aligned with the company's marketing goals and reach the target market.
4. Working with product managers and engineers to ensure that products meet customer needs: Product marketers need to work closely with product managers and engineers to ensure that products meet customer needs. They do this by providing feedback on product features and by helping to develop marketing materials that support the product launch. It’s vital to communicate the needs of the target market to the product team and to work with them to develop products that meet those needs.
5. Measuring the success of marketing campaigns and making recommendations for improvement: Product marketers need to measure the success of their marketing campaigns in order to improve their results over time. They do this by tracking metrics such as website traffic, leads generated, and sales. Then, they analyze data and make recommendations for improvement.
In addition to these common tasks, product marketers may also be responsible for:
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Writing product copy (aka written materials), such as website copy, blog posts, and product descriptions
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Creating marketing materials, such as brochures, presentations, and videos
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Managing social media accounts
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Attending industry events
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Networking with potential customers
Typical projects overseen by a product marketer
Product marketers typically work in a fast-paced environment and must be able to juggle multiple tasks simultaneously. They must also be able to think strategically and creatively in order to develop effective marketing campaigns.
As leaders, product marketers oversee a variety of projects. Some common projects include:
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Product launches: Product marketers work with product managers and engineers to launch new products. This can look like developing marketing plans, creating marketing materials, and executing marketing campaigns.
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Product positioning: Product marketers also work with product managers to position products in the market by developing messaging and branding that will resonate with target customers.
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Product messaging: Together, product marketers and managers develop messaging for products. This includes writing website copy, blog posts, and product descriptions.
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Product marketing campaigns: Product marketers create and execute marketing campaigns for products. This type of work can include developing and executing advertising campaigns, public relations campaigns, and social media marketing campaigns.
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Product analytics: Finally, product marketers track the performance of marketing campaigns and make recommendations for improvement.
Common product marketing challenges
Product marketers face a number of challenges, including:
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Limited resources such as time, money, and people that can make it difficult to develop and execute effective marketing campaigns.
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Stiff competition from other companies that are trying to sell the same or similar products. This can make it difficult to stand out from the crowd and attract attention from potential customers.
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Market conditions can change rapidly, making it challenging for product marketers to keep up and develop campaigns that are effective and relevant in the current market.
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Product marketers often have to work with other departments, such as product development, sales, and engineering. These departments may not always understand the role of product marketing, impeding their cooperation.
Here are some tips for overcoming the challenges of being a product marketer:
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Be proactive: Product marketers need to be proactive in order to overcome the challenges they face. They need to be constantly looking for new ways to reach target markets and generate sales.
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Be creative: In order to stand out from the competition, product marketers need to be creative and develop marketing campaigns that are unique and attention-grabbing.
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Be data-driven: Informed decisions are derived from data. Product marketers should track the performance of their marketing campaigns and make changes as needed.
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Be collaborative: Product marketers need to be collaborative and work closely with other departments in order to ensure success.
How to become a product marketer: education requirements and career path
The average salary for a product marketer in the United States is $100,000 per year. However, salaries can vary depending on the company, the location, and the experience of the marketer.
To reach this high-paying job, most product marketers have a bachelor's degree in marketing, business, or a related field. Some employers may also prefer candidates with a master's degree in marketing or business administration.
Here are some of the most common undergraduate degrees that are helpful for becoming a product marketer:
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Marketing: This degree will teach you the fundamentals of marketing, including market research, product development, pricing, and promotion.
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Business administration: This degree will teach you the fundamentals of business, including accounting, finance, and management.
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Communications: This degree will teach you how to communicate effectively, both verbally and in writing.
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Computer science: This degree will teach you how to use technology to create and execute marketing campaigns.
In addition to a degree, product marketers can also gain valuable experience by working in internships or entry-level marketing roles. These roles will give you the opportunity to learn the ropes of marketing and to develop your skills.
Besides education and experience, product marketers need a variety of skills in order to be successful. Some of the most important skills include:
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Communication: Product marketers need to be able to communicate effectively, both verbally and in writing, so they can clearly and concisely explain the benefits of their products to potential customers.
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Creativity: Creativity leads to marketing campaigns that stand out from the competition. Marketers need to be able to come up with new and innovative ideas that will capture the attention of potential customers.
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Data analysis: It’s imperative to be able to analyze data in order to make informed decisions about marketing campaigns. Product marketers need to be able to track the performance of their campaigns and make changes as needed.
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Collaboration: Since they work with other departments often, product marketers need to be able to work effectively with people from different backgrounds and with different perspectives.
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Problem-solving: Product marketers need to be able to solve problems in order to overcome the challenges they face—they need to be able to think critically and creatively in order to find solutions that work.
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What is the typical career path of a product marketer?
In terms of the typical career path, there are a number of jobs that you can have on your way to becoming a product marketer. Some common entry-level jobs in marketing include marketing associate, marketing coordinator, and marketing assistant.
These jobs can give you the opportunity to gain experience in marketing, such as developing marketing plans, creating marketing materials, and managing marketing campaigns. As you gain experience, you can then move on to more senior-level positions, such as product marketing manager, senior product marketing manager, or director of product marketing.
Product marketers are in high demand in a variety of industries, including technology, health care, financial services, consumer goods, retail, and any other company that sells products needs product marketers to help them reach their target markets and achieve their sales goals.
If you're interested in becoming a product marketer, there are a few things you can do to increase your chances of success:
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Get a degree in marketing or a related field
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Gain experience in marketing, such as by working in an entry-level marketing role
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Develop your skills in market research, messaging, and positioning
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Build relationships with product managers, engineers, and sales professionals
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Stay up-to-date on the latest marketing trends
