A Guide to Product Marketing.

Product Marketing stands at the intersection of Marketing, sales, product, and customer success. While it is often interchanged with digital marketing, they are different fields.

Product marketing is the process of launching a product to the market, promoting it to your target audience, and selling it to your end users who end up becoming customers.

As a product marketer, your goal is to take adequate information about a product from the key stakeholders and convert that information into something that can be easily understood by the end users. You leave the technical lingo out and break it down in a way potential customers understand what your product does and how it aims to make their life easier.


  • The customer: They ensure products on offer meet customer’s needs and deliver value. For this to happen, product marketers try to understand their needs through market research, communicate product value through compelling messages that highlight the product’s benefit and how it solves their pain point, and gather customer feedback through survey, review and support interactions.
  • The management: They support the management through market strategy, marketing campaigns and initiatives to drive product awareness, and track key metrics needed to measure success of the product.
  • The product team: product marketers are a link between the product team and the target audience. They help create launch campaigns and develop strategies to adopt product adoption, and also stay up to date with market trends.
  • Sales and marketing team: They train the sales team on the product offerings, it’s benefit to customers, and competitive differentiation. 
  • Customer success team: Product marketers help create case studies and highlight customer success stories that salespeople can leverage on to build credibility.


  • It helps to target your buyer’s persona effectively.
  • Ensure the marketing, product and sales team are all on the same page.
  • Position the product appropriately in the market.
  • Identity and understand your customers better.
  • Learn more about your competitors.
  • Boost revenue and improve sales.


  • Active users (Daily Active Users, Weekly Active Users, Monthly Active Users)
  • Churn rate
  • Customer lifetime value
  • Net promoter score
  • Market share 
  • Acquisition rate


  • Data analysis tool: Excel, and Tableau.
  • Data visualisation tool: Power Bi, and Google data studio.
  • Customer and feedback software: Qualaroo.
  • Analytical tools: Mix panel, and firebase.
  • Optimization tool: Google optimise.
  • Engagement tool: Webengage, and Moengage.
  • Email marketing: Sendgrid and MailChimp.
  • Project management tools: Jira, ClickUp, and Notion.

In conclusion, product marketing managers are considered one of the most critical areas of marketing within a company because they are the voice of the customer. They bridge the gap between the product development team marketing and sales team. Their work directly impacts a product’s success and the company’s bottom line.

To get started in your Product marketing manager career, check out the links below


Akorede Dasiliva

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