Learn about why product marketers are product managers secret weapon. Presentation is from the Intro to Product Marketing - Women in Product Sydney meetup.

1. Intro to Product
Marketing
Tania Clarke, SafetyCulture PMM
https://twitter.com/tania_clarkee

2. What people think I do,
and what I actually do.
Not demand gen,
not a growth
marketer, social
media, SEO, events,
content marketing.
Collaborate and use elements of these
functions to take a product to market.
Bridge between engineering, product
management, sales, success and the
customer.
Professional deck builder.

3. Responsibilities
Positioning and messaging for
new products and features
Owning the overall GTM
Helping the sales team sell
more and close
Having a deep understanding of the
market and competitive landscape
Driving demand, adoption, and
the overall success of product
Customer feedback loop
Voice and champion of the
customer internally
Defining what to build through
user stories and JTBD
Be sure the team ships the right
Deep understanding of competitive products
and related technologies
Product Marketer Product Manager
Source: Drift

4. The persona of a product marketer
Super curious
Passionate debaters
Data driven
Research driven
Loves to build decksIncredibly resourceful
A really damn good
listener + communicator
Can transform technical
to palatable

5. Data points
Sales
Customer
Success
Business
Product Technical
Market
CUSTOMER
Business
Product
Technical
CUSTOMER
Sales
Prospect
Sales Product Manager Product Marketer

6. The role is quite varied.
Strategic product marketers
Inbound focused PMM’s
Outbound focused PMM’s
Customer & product PMM’s

7. Inbound — Customer facing
Development focused PMM.
“We don’t know what we’re building,
or we think we know what we’re building”
Responsibilities:
● Early stage discovery and strategy
● Heavily focussed on market analysis and
where it’s headed
● User research
● Differentiation proposition

8. Outbound — Product & Engineering Facing
Commercially focused PMM.
“We know what we’re building, but we want to validate
our product and launch it into the world”
Responsibilities:
● Beta testing and GTM planning
● Marketing materials
● KPI’s for launch
● Differentiation in the market
● Keeps a pulse on customer pain points

9. Customer & Product Facing
Field Enablement PMM.
“We already built something that’s in the market, and
we need your help with market adoption”
Responsibilities:
● More mature company
● Evaluating existing value propositions
● Executing market effort in conjunction with demand
gen, content marketing, digital, PR, trade shows

10. How product
marketing starts

11. Tactical Strategic
GTM Plans
Sales enablement
Buyer/user insight
Influencing product roadmap
Researching market
opportunities
Customer segmentation
Positioning
Competitive intel
Battlecards

12. There are three main parts of any funnel
Attract
Convert
Close
Blogging, Social Media, SEO,
Growth, Paid, Lead Gen
Lead Scoring, Content Marketing
Product marketing - Product expert,
Teacher/Trainer, User Testing,
Messaging, Persuasion & Lifecycle

13. So what does a
day in the life of a
product marketer
look like?
It’s an incredibly
cross-functional role.

14. Types of activities
product marketing covers
Sales
Enablement
Product
Launches
Competitive
Analysis
Feedback on
roadmap
Positioning
Pricing/
Packaging
Buyer
personas

15. How Product Marketing supports the
Sales and Customer relationship
Source: medium.com/we-are-product-marketing
Sales Customer
● Customer research and development
● Sales training on customers
● Buyer personas
● GTM strategy
● Positioning and messaging through
marketing and sales collateral
● Competitor research

16. How Product Marketing supports the
Product and Customer relationship
Source: medium.com/we-are-product-marketing
Product Customer
● Customer insight and user interviews
● Validating product market fit
● Gathering customer feedback on product
● Positioning and messaging through
website and product
● External facing comms on product
updates and changes
● Competitor research

17. How Product Marketing supports
the Product and Sales relationship
Source: medium.com/we-are-product-marketing
Product Sales
● Sales training on product
● Sales insights for product teams
● Gathering Sales feedback on product
● Internal facing comms on product
updates and change

18. How it works at SafetyCulture
Product team #5 Product team #7Product team #6 Product team #8
Product team #2 Product team #4Product team #1 Product team #3
Product marketing
Marketing team

19. PMM’s are
invaluable at
every stage of
the product
development
process.

20. Product and product
marketing are on the same
team and ultimately have the
same goal — to create an
experience that customers
love.

21. We are true
partners with
product
managers.
Involve us early.