What is product marketing?
Steve Jobs famously said: “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
So how do you know what your customer needs?
This is where product marketing comes in.
That’s because, at its core, product marketing is all about getting to know your customer.
Product marketing is the process of bringing a product to market and driving its distribution effectively. And there is no better way of ensuring the success of this process than knowing who your customer is and what he or she really wants.
Product marketers are customer champions. It’s their job to identify customer needs and pain points, to pinpoint product positioning and messaging in order to communicate value clearly, and to ensure that both customers and the sales team understand this value.
As a function, product marketing touches product development and management, marketing and sales. As a process, it spans everything that happens up to, during and after launch. That’s because while product marketing is about ensuring that the right people know about your product, how it benefits them and how to use it right from the start, it is also about capturing and communicating customer feedback across the entire lifecycle of your product – and ensuring that improvements and updates are continuously communicated and implemented.
Put simply, product management is all about knowing your target customer inside out.