How to become an outstanding Product Marketing Manager?

So, you want to get started with product marketing, right? It sounds exciting, but what does a Product Marketing Manager actually do?

The Product Marketing Manager (PMM) is the person in charge of bringing a product to the market, and it is a position that is widely employed in the SaaS world.

 Product Marketing is essential during the pre-launch and the launch stages; however, it doesn’t end there. The PMM is in charge of ensuring that the product meets the customers’ needs and that it will evolve with its customers.

 What is the difference between a Product Marketing Manager and Product Manager?

Product Managers (PM) and PMMs are both responsible for the product; however, PMs have the commercial responsibility for the product.

 On the other hand, the PMM acts as a link between product, sales, and marketing. They usually are responsible for the following things:

• Developing the product strategy taking into consideration their customers’ needs
• Develop all product communication including product brief, launch plan, market research, one-pagers, release notes, technical specification sheets, white papers, product videos and product demos
• Continuously develop customer personas and the buyers’ journeys
• Identifying the customers’ pain points and making sure they can be matched matching with product features
• Defining the product’s positioning, value proposition, unique selling points and key messaging
• Conducting customers’ interviews to obtain feedback and further develop the product
• Helping define new features and functionalities
• Ensuring the product is well-known across the entire organization by conducting product and sales training

 So what makes a great Product Marketing Manager?

 1. Ability to understand and connect with your customers – PMMs need to know why their customers need their product and what is the journey they go through to realize their product can make their lives better.

 2. Flexibility and versatility - PMMs need to be as flexible and as versatile as possible because one moment you may be writing a PowerPoint presentation, the next discussing technical issues with the developers. They should also have the capability of seeing what brings real added value to their customers.

 3. Outstanding communication skills – PMMs should have exceptional oral and written communication skills as well as a flair to translate complex, technical concepts into content that can be read and understood by a non-technical audience.