What is a product marketing manager? Job Description and Salary

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Your research and development team has been working on a new product for months and puts valuable resources into its design and manufacture. They have carefully researched the market and the problem they intend to solve.

They planned brainstorming and the best possible product, and then carefully manufactured it before testing its functionality to make sure it was doing what it was meant to do.

You are convinced that this is the best addition to the world since chocolate.

With an amazing product ready to go to market, there is only one question left in your mind. How are you going to advertise your product and get it in front of potential customers, i.e. the people who are actually going to buy it?

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For this step of the process (and ideally since the beginning of research and development), you have a product marketing manager who is ready to take the next step with your new creation. Without marketing, your product (no matter how great it is) will never be found by the customers whose problem it solves. This can lead to poor sales, a financial failure and potential customers still suffering from their original problem.

From that perspective, you can see how valuable good product marketing managers are. Let’s learn more about this pertinent role.

What is a product marketing manager?

You may be wondering, what is a Product Marketing Manager (PMM) and how essential is it to my product launch? A product marketing manager is an individual who takes ownership of the positioning, messaging and branding of a product.

To get an even better idea of ​​this role, let’s take a look at this sample product marketing job description.

Product Manager Job Description

A product marketing manager will be responsible for overseeing the creation and distribution of promotional campaigns for key products. This individual will have a keen understanding of the product’s target audience, and an in-depth knowledge of relevant product features.

Product Marketing Manager’s skills and qualifications:

  • Fundamental marketing and campaign management experience
  • Project management skills
  • Strong organizational and communication skills
  • The ability to analyze relevant information and make informed decisions
  • The ability to prioritize tasks and responsibilities across projects

For this role, employers are looking for a minimum of a bachelor’s degree, ideally in business administration, marketing or a related field of study. Some employers may look for candidates who have advanced degrees and have more extensive experience in marketing, sales or advertising.

Although not required, there are certificates available (such as Distinguished Certified Product Marketing Manager) that can help better prepare product marketing managers for the responsibilities they are about to take on.

According to PayScale, the base salary for product marketing managers in the US is $ 92,628 per year, although this may vary depending on the company and level of experience.

What does a product marketing manager do?

These individuals are responsible for creating a story about the product that will entice potential customers to buy the product, and to gather customer feedback after launch.

When the product is being prepared for launch, the product marketing manager (or team) will be brought into the process of educating the public about the value and benefits of the offering so that they can turn potential customers into avid fans.

To do this, the PMM will focus on three levels of the sales funnel:

  1. Acquisition: Bring awareness to your product through content such as social media, copywriting and blogs. It requires the product marketing manager to determine what type of campaign to do, draw up a budget for the marketing efforts, draw up a project plan to determine when this content will be released, and oversee a team that will create the desired content.
  2. Engagement: Build trust and create conversation with potential customers through opportunities, campaigns and specific calls to action.
  3. Conversion and Retention: To convert potential customers into paying customers for one-time purchases and to keep existing customers loyal through subscription models or additional purchases (where applicable).

It is noteworthy that from one company (or campaign) to the next, the responsibilities and expectations placed on a product marketing manager may differ.

How does a product marketing manager differ from a product manager?

With similar titles, it can sometimes be difficult to understand the different roles available within a company. Many often confuse product marketing managers with product managers, and although there are similarities, the roles carry many different responsibilities.

Both a product marketing manager and a product manager provide a voice for the product. The difference, however, is who they talk to on. A product manager is vocal during the production stage of a product. They speak internally on behalf of the product and communicate with engineers and developers about the features and functionality of a product. A product manager is focused on answering the question, “Does this product solve the problem we intend to solve?”

A product marketing manager, on the other hand, is responsible for talking to the outside world. They are focused on the question, “How will people know that this product solves their problem?” They will create a launch plan and work with the social media team, the PR team, the marketing team and the sales team to ensure a successful product launch and to spread the word about this new or improved product.

Although these individuals will fulfill many different roles, they will find that they sometimes work together. Both the product manager and the product marketing manager must have a good understanding of the buyer personality and will share the research they have done to help the other.

The difference between a product manager and a product marketing managerThe role of a marketing manager can also be confused with a product marketing manager. Again, there are similarities and overlaps, but a marketing manager often works on general marketing activities to cultivate awareness across a company’s user base. They will usually spend less time researching and developing buyer personalities.

Creating a product is only half the battle. To be successful with your product launch, to make your product very profitable and to ensure that it gets into the hands of the individuals you intend to help, you need someone to the marketing head. When you choose the right product marketing manager, they will lead the right customers to your product.

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