Product marketing

Product marketing is the process of promoting and selling a product to an audience. Product marketing, as opposed to product management, deals with more outbound marketing or customer-facing tasks (in the older sense of the phrase). For example, product management deals with the basics of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others. Product marketing, as a job function within a firm, also differs from other marketing jobs such as marketing communications ("marcom"), online marketing, advertising, marketing strategy, and public relations, although product marketers may use channels such as online for outbound marketing for their product.

A product market is something that is referred to when pitching a new product to the general public. Product market definition focuses on a narrow statement: the product type, customer needs (functional needs), customer type, and geographic area.

Product marketing in a Business addresses four important strategic questions:

To inform these decisions, Product Marketing Managers (PMMs) act as the Voice of the Customer to the rest of the product team and company. This includes gaining a deep understanding of—and driving—customer engagement with the product, throughout their lifecycle (pre-adoption, post adoption/purchase, and after churning). PMMs collect this customer information through customer surveys and interviews, and when available, product usage data. This frequently informs the future product roadmap, as well as driving customer product education to ensure improved engagement.

PMMs answer these questions and execute on the strategy using the following tools and methods:

Product marketing frequently differs from product management in high-tech companies. Whereas the product manager is required to take a product's requirements from the sales and marketing personnel and create a product requirements document (PRD), which will be used by the engineering team to build the product, the product marketing manager can be engaged in the task of creating a market requirements document (MRD), which is used as source for the product management to develop the PRD.

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