What is the difference between Product Marketing & Product Management?

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.

Key Takeaways:

Responsibilities of a Product Marketing Manager:

  1. Marketing Program Management
  2. Targeting, Messaging & Positioning.
  3. Market, Segmentation & Competitive Analysis

Types of marketing programs:

  1. Introduction – Brand Awareness & Lead Generation
  2. Growth – Demand Generation
  3. Maturity – Account Penetration & Referrals
  4. Decline – Retention & Loyalty
  5. Other – New Features, Complimentary Products, End Of Product Life

Key ingredients for Marketing Programs:

  1. Persona Mapping – Identifying the target segment and personas.
  2. Content & Delivery – Creating compelling content and engagement plans.
  3. Business Objectives – Should be related to product lifecycle.
  4. KPIs & Measurement – Rapid assessment of program effectiveness.

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