WHAT IS

You’ve heard about it. You
know a Product Marketer.

It’s kind of hard to
explain what product marketing is. Pro Tip: Try this search whenever you want to feel confused.

That’s probably because product marketing
is one of the few job functions that touches product, marketing and sales.

Or maybe because this is
the top definition...

Here’s what product marketing is
and what product marketers do.

PS. Click here to learn
more about Drift.

Let’s start with the typical
marketing funnel.

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 Marketers focus on:

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, Demand Generation

Product Marketers are doing things
like writing positioning and messaging for products and new features.

And thinking about how to
drive demand and usage of those products and features.

But they’re also thinking about
the competitive landscape and the market.

And how to help the
sales team sell more and close more deals.

Product Marketers are focused more
on marketing to customers than prospects and leads.

Or, in the words of
some people who are passionate about

VP Marketing, HubSpot Product Marketing
sits right at the intersection of the product team. Our job is to bring products to market. That includes everything from setting the positioning and messaging, to running product launches, to making sure the sales team understands how to talk about the product and making sure customers understand how to use it.

Co-Founder of Crazy Egg and
KISSMetrics Product Marketing is the art and science of conveying to people what your product can do for them with the goal of engaging, converting and retaining.

Co-Founder, NextView Ventures Former Product
Marketer at EBay Product Marketing is about understanding what people want so that you can so you can make your product great.

Director of Growth, I Will
Teach You To Be Rich, Former Director of Growth, KISSMetrics Product Marketing is the art of creating desire for your product and understanding your customers so deeply that you can answer two critical questions for them: Why your product and why now?

Chief Revenue Officer, Constant Contact
Product Marketing is responsible for developing the unique value proposition of a company’s offer(s) and then helps bring that value prop to life by enabling all of the company’s channels. The cornerstone of developing the value prop revolves around understanding a company’s potential buyers and the unique needs addressed by the company’s offerings.

And even though everyone’s definition
is a little different, one thing is crystal clear.

Great product marketing comes down
to

TL;DR Here’s the one slide
recap if you want to clip

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to learn more about Drift.