Product marketing is a common career for those entering or exiting business school. As a business school graduate (go Kellogg!), I’m often asked what the most helpful parts of business school are for product marketing intenders.
Many will say that you don’t actually learn anything from business school; that it’s only for networking.
This might be true for those who already studied business school in undergraduate courses or those who came from management consulting.
But for the rest of us — who studied non-business subjects and/or who worked at a variety of professions prior to entering business school…
I started writing this post eight months ago.
It was January 2021, and I wanted to reflect about what I had learned in 2020, similar to my learnings from 2019.
But I couldn’t finish it.
I struggled to complete the post because I just wasn’t feeling it. We were in the depths of the pandemic, and I wasn’t feeling much like doing anything.
But slowly emerging from a tough last 17 months and reading back on the words I started writing so long ago, I still think the following is one of my most important lessons:
Syd asks: “What is the difference between growth marketing and product marketing?”
With the rise of technology companies around the world, both product marketing and growth marketing have increased in need and popularity as functions. So what are the differences?
Every product marketing job is different based on the specific job and company, but the core foundations of product marketing include:
Acquisition and engagement marketing execution is sometimes included in product…
I discussed overall product marketing responsibilities in a previous post, but I often get asked what a day in the life of a product marketing manager looks like.
A typical day can be different based on what initiative is being prioritized that day, and days will look different based whether you are focused on B2B or B2C.
For example, if you’re focusing on your enterprise business, you might spend more time discussing sales plays or getting feedback from the direct sales team leadership. …
(I posted the below on LinkedIn last week, and it resonated with people — 900+ reactions and many appreciations for the transparency and perspective. Reposting here in case it can be helpful.)
During my career, I’ve …
… been promoted
… been demoted
… had people added to my team
… had teams taken away from me
… been given more scope
… had scope taken away
… been laid off
And I’m still standing.
And still growing.
A quick reminder that your career does not always go up and to the right.
You might not be at the point…
As discussed previously, great product marketing creates marketing strategies that drive business growth.
So what does that actually mean?
Let’s look at this in terms of both key product marketing responsibilities and the work that is undertaken to get there.
Sales were soft. Our phone sales teams were busy selling other products; ours wasn’t top of mind at the moment.
These teams brought in 70% of our sales, though, so we needed to figure out a way to re-engage them.
We decided to pull a stunt to get top of mind with our reps.
Somehow the idea of dressing up in an octopus costume and walking around the call centers giving out schwag turned from an idea to reality.
[Why an octopus? It represented our product value in a fun way.]
So we flew down to our call center and…
One of the most common questions I receive from prospects and students of the Product Marketing Bootcamp is whether I have any other courses or materials that help with the product marketing job search.
My answer has been no — until now.
As I thought about what area would be most critical to tackle first, resumes came to mind.
Resumes are the critical first step to getting the job, but as I advised aspiring product marketing managers on their resumes, one of the biggest improvement areas was that their resumes were too general.
Candidates were assuming that one resume could…
We have talked previously about what product marketing strategy is. As a natural follow-up, what is a product marketing plan?
The term “product marketing plan” has similar challenges as the term “product marketing strategy”, in that the phrase can mean different things depending on the company.
In some cases, “product marketing plan” refers simply to the outbound plan for executing the marketing strategy. This outbound marketing plan is sometimes called a “channel marketing plan”, “GTM (Go-to-market) marketing plan” or “launch plan”.
Strategy, strategy, strategy.
There are so many different names used for strategy — business, marketing, GTM, product — that it can be hard to understand exactly what is encompassed in each.
So what does the term “product marketing strategy” actually refer to?
Based on my definition of what is product marketing, the term “product marketing strategy” refers to the strategy that the product marketing team will be driving in order to drive business growth.
This will usually be a combination of four types of strategy: business strategy, marketing strategy, GTM (Go-to-market) strategy, and product strategy.
I write “product marketing strategy”…