Product marketers focus on attracting customers through marketing activities like blogging and social media. They work to convert leads through optimization of landing pages, calls to action, and workflows. Product marketers also focus on closing deals by providing product expertise, training, and messaging to help the sales team. Overall, product marketers are focused on marketing directly to customers rather than just prospects, with the goal of understanding customers and driving demand and usage of products.
4. It’s kind of hard to explain
what product marketing is
Pro tip: Try this search if you aren’t confused enough
@DRIFT #PRODUCTMARKETING
5. That’s probably
because product
marketing is one
of the few job
functions that
touch product,
marketing, sales,
and customer success.
Product
Marketing
Sales
Product
Marketing
@DRIFT #PRODUCTMARKETING
Customer
Success
6. LET’S FIX THAT
It’s kind of hard to explain
what product marketing is
@DRIFT #PRODUCTMARKETING
7. Let’s start with the typical
marketing funnel
@DRIFT #PRODUCTMARKETING
8. ATTRACT
Marketers focus on:
CONVERT
CLOSE
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
@DRIFT #PRODUCTMARKETING
9. ATTRACT
CONVERT
CLOSE
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
PRODUCT MARKETING
@DRIFT #PRODUCTMARKETING
10. OKAY, AND THAT MEANS?
Product Marketers are doing things like
writing positioning and messaging
for products and new features...
@DRIFT #PRODUCTMARKETING
11. OKAY, AND THAT MEANS?
… and thinking about how to drive demand and
usage of those products and features.
@DRIFT #PRODUCTMARKETING
12. OKAY, AND THAT MEANS?
But they’re also thinking about the
competitive landscape and the market
@DRIFT #PRODUCTMARKETING
13. A = ALWAYS
B = BE
C = CLOSING
And how to help the sales team
sell more and close more deals
@DRIFT #PRODUCTMARKETING
14. SO OVERALL,
Product Marketers are focused more on marketing
to customers than prospects and leads.
(TL,DNR) PRODUCT MARKETERS CUSTOMERS
@DRIFT #PRODUCTMARKETING
15. And even though everyone’s definition is a little
different, one thing is crystal clear
@DRIFT #PRODUCTMARKETING
17. What does product marketing do?
Product marketers typically own
positioning, messaging, customer
development and the overall go to
market strategy for a product.
BEFORE A PRODUCT LAUNCH
Product marketers help with sales
enablement and focus on driving
demand, adoption and the overall
success of the product.
AFTER A PRODUCT LAUNCH
Here’s the one slide recap if you want to clip it.
@DRIFT #PRODUCTMARKETING