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What is Product Marketing

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What does it mean to be a product marketer? What responsibilities do product marketers have?

Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/

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What is Product Marketing

  1. 1. @DRIFT #PRODUCTMARKETING
  2. 2. You’ve heard about it. Maybe you know a Product Marketer. Heck, maybe that’s even your job. @DRIFT #PRODUCTMARKETING
  3. 3. ONE PROBLEM @DRIFT #PRODUCTMARKETING
  4. 4. It’s kind of hard to explain what product marketing is Pro tip: Try this search if you aren’t confused enough @DRIFT #PRODUCTMARKETING
  5. 5. That’s probably because product marketing is one of the few job functions that touch product, marketing, sales, and customer success. Product Marketing Sales Product Marketing @DRIFT #PRODUCTMARKETING Customer Success
  6. 6. LET’S FIX THAT It’s kind of hard to explain what product marketing is @DRIFT #PRODUCTMARKETING
  7. 7. Let’s start with the typical marketing funnel @DRIFT #PRODUCTMARKETING
  8. 8. ATTRACT Marketers focus on: CONVERT CLOSE There are three main parts of any funnel Blogging, Social Media, SEO, Writing, Design Optimization: LPs, CTAs, Workflows, Analytics, Lead Scoring Product Expert, Teacher/Trainer, User Testing, Messaging, Persuasion @DRIFT #PRODUCTMARKETING
  9. 9. ATTRACT CONVERT CLOSE There are three main parts of any funnel Blogging, Social Media, SEO, Writing, Design Optimization: LPs, CTAs, Workflows, Analytics, Lead Scoring Product Expert, Teacher/Trainer, User Testing, Messaging, Persuasion PRODUCT MARKETING @DRIFT #PRODUCTMARKETING
  10. 10. OKAY, AND THAT MEANS? Product Marketers are doing things like writing positioning and messaging for products and new features... @DRIFT #PRODUCTMARKETING
  11. 11. OKAY, AND THAT MEANS? … and thinking about how to drive demand and usage of those products and features. @DRIFT #PRODUCTMARKETING
  12. 12. OKAY, AND THAT MEANS? But they’re also thinking about the competitive landscape and the market @DRIFT #PRODUCTMARKETING
  13. 13. A = ALWAYS B = BE C = CLOSING And how to help the sales team sell more and close more deals @DRIFT #PRODUCTMARKETING
  14. 14. SO OVERALL, Product Marketers are focused more on marketing to customers than prospects and leads. (TL,DNR) PRODUCT MARKETERS CUSTOMERS @DRIFT #PRODUCTMARKETING
  15. 15. And even though everyone’s definition is a little different, one thing is crystal clear @DRIFT #PRODUCTMARKETING
  16. 16. Great product marketing comes down to UNDERSTANDING THE CUSTOMER @DRIFT #PRODUCTMARKETING
  17. 17. What does product marketing do? Product marketers typically own positioning, messaging, customer development and the overall go to market strategy for a product. BEFORE A PRODUCT LAUNCH Product marketers help with sales enablement and focus on driving demand, adoption and the overall success of the product. AFTER A PRODUCT LAUNCH Here’s the one slide recap if you want to clip it. @DRIFT #PRODUCTMARKETING
  18. 18. THANK YOU! Click here to learn more about Drift @DRIFT #PRODUCTMARKETING

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