When does a firm require a Product Marketing Manager to offload some of the market-related tasks from the Product Manager? And what does that involve? And what are the benefits of such a move? In this video, 25|25 Marketing breaks down the roles and responsibilities of a typical Product Marketing Manager and why and when the role is necessary.
Responsibilities of a Product Marketing Manager:
- Marketing Program Management
- Targeting, Messaging & Positioning.
- Market, Segmentation & Competitive Analysis
Types of marketing programs:
- Introduction – Brand Awareness & Lead Generation
- Growth – Demand Generation
- Maturity – Account Penetration & Referrals
- Decline – Retention & Loyalty
- Other – New Features, Complimentary Products, End Of Product Life
Key ingredients for Marketing Programs:
- Persona Mapping – Identifying the target segment and personas.
- Content & Delivery – Creating compelling content and engagement plans.
- Business Objectives – Should be related to product lifecycle.
- KPIs & Measurement – Rapid assessment of program effectiveness.
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