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5 core functions in a modern marketing organisation and how to reinvent them (4/5)

Thursday, January 04, 2024

ADAPT&FLY Blog/Transform/5 core functions in a modern marketing organisation and how to reinvent them (4/5)

4. Product Marketing

Product marketing is a critical function within a company, as it involves creating and communicating the value of a product or service to potential customers. The roles and responsibilities within a product marketing team can vary depending on the company, but generally include the following:

Conducting market research: product marketers conduct research to understand their target market and customers’ needs, and to identify opportunities for their product or service. This can include researching competitors, conducting customer interviews, and analysing market data.

Developing the value proposition: product marketers work to develop a compelling value proposition for their product or service, which communicates its key benefits and differentiates it from competitors.

Creating go-to-market plans: product marketers develop go-to-market plans that outline the strategies and tactics that will be used to introduce and promote the product or service to the market.

Coordinating with other teams: product marketers often work closely with other teams, such as product development, sales, and marketing, to ensure that the product or service is positioned and marketed effectively.

Managing product launches: product marketers are often responsible for planning and executing product launches, which can include coordinating with other teams, developing launch materials, and managing the launch schedule.

Tracking and analysing product performance: product marketers track and analyse the performance of their product or service in the market, and use this data to inform decisions about how to improve the product or service and the marketing strategy.

Providing sales team with necessary tools and training: product marketer’s responsibility is to provide the sales team with the necessary tools and training to effectively communicate the value of the product to potential customers and make them successful.

Building product positioning and messaging: product marketers are responsible for building the product’s positioning and messaging by knowing their customer base and what their key pain points and value proposition is.

Overall, product marketing roles involve understanding the market, customers, and competition, and then communicating the value of the product or service to potential customers and drive sales.

In today’s fast-changing digital world, product marketing roles are evolving to keep up with the latest trends and technologies. Here are a few strategies for reinventing product marketing roles in this environment:

Embrace digital technologies: product marketers should be proficient in digital marketing technologies such as social media, SEO, and analytics to understand the customer and target audience better.

Focus on customer-centricity: in a digital world, customer-centricity is more important than ever. Product marketers should be able to understand the customer’s pain points, needs and preferences, and align them with the product strategy.

Leverage data and analytics: product marketers should leverage data and analytics to understand customer behaviour, track product performance, and make data-driven decisions.

Adopt an agile process: product marketing teams should adopt an agile process to respond quickly to the fast-changing market trends and needs.

Embrace content marketing: content marketing has become an essential part of product marketing. Product marketers should be able to create and distribute valuable and relevant content that will resonate with customers.

Collaborate cross-functionally: product marketers should collaborate with other teams such as product development, sales, and customer support to ensure that the product is positioned and marketed effectively.

Invest in employee’s skills: product marketing teams should invest in their employee’s skills, particularly in digital marketing and technology skills. By providing your team with the tools and resources they need to stay up-to-date with the latest trends and best practices, you can help ensure that your product marketing strategy is always at the cutting edge.

Prioritise personalisation: with the use of technology, product marketers have access to more customer data than ever before. Prioritising personalisation in product marketing strategies can help increase customer engagement, brand loyalty, and ultimately drive revenue.

In summary, to reinvent product marketing roles in a fast-changing digital world, it’s important to embrace new technologies, focus on customer-centricity, leverage data and analytics, and adopt an agile process. Additionally, cross-functional collaboration and personalisation are also key components of product marketing today.

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by Frédéric Martin

Hi, I'm the author of the ADAPT & FLY System and resources; and a business consultant, coach, and trainer based in Brussels & Paris, acting across Europe.
Get in touch 🇫🇷🇩🇪🇬🇧 Connect on Linkedin

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