Product Marketing De-mystified

Shobhit Chugh | Product Marketing Lead, Tamr Inc.

Questions I will *attempt* to answer…

• What is Product Marketing?

• How to get in?

• How to succeed?

• What next?

How did Product Marketing come to be?

In a company Product Management and Marketing loved each other very

much….

HR

Support

Finance

AppsStore

Product Management vs. Product Marketing

Product Manager

• Orchestrate the building of the right product at the right time with the right resources

Product Marketing Manager

• Orchestrate taking the product to the marketplace with the right target, the right positioning and the right go-to-market strategy and tactics

Product Marketing Charter

• Responsible for Market success of product

• Deep knowledge of market, customers and competitors to guide

roadmap/strategy

• Communicate a market position that is clear, differentiated and

defendable

• Arm sales and marketing with the tools that they need to be

successful

http://www.slideshare.net/gerardodada/defining-product-marketing

Another way to look at your job….

Product Management

Engineering

Product Marketing

Marketing

Where do you fit in?

http://www.slideshare.net/kaykas/modern-marketing-organizational-structure-kaykas-jascha-kaykaswolff

Strategy, competition,

market and buyer

insights

Demand Generation

Marketing

OpsEvents Content Digital

Sales Enablement

and Field Marketing

4 aspects to your job…

Strategy and

PositioningContent

Sales Enablement

Evangelism

Strategy and positioning

• Focal point for value proposition, positioning, messaging

and go-to-market activities for your product.

• Buyer research, buyer profiles, buying process, competing

solutions to drive the positioning and sales enablement

Content

• Develop and execute product marketing plans that lead

to successful product launches

• Marketing deliverables - sales presentations, training

materials, webinars, data sheets and white papers,

competitive documents, press releases, customer case

studies, …

• Collaborate with Corporate Marketing and

Segment/Vertical Tams to create solutions-level

deliverables and programs for targeted segments and

verticals.

Sales Enablement

• Sales presentations

• Training materials

• Suggesting sales tactics where applicable

• The objective observer role

• Understanding of what makes sales cycles un-stuck

Evangelism

• Work with Corporate Marketing to generate positive PR for your

product (e.g.: press releases, bylined articles, speaking engagements,

webinars, podcasts, etc.)

• Represent your product in events such as trade shows, user group

conferences, analyst events, sales meetings, etc..

• Act as spokesperson for your product in customer briefings, analyst

briefings, channel events, road shows, etc.

Classic mistakes of product marketing

Buzzword happy

Tamr is a ground-breaking, disruptive, paradigm shifting technology that helps

you unify data across multiple, disparate silos leveraging synergies of machine

learning and expert sourcing, without boiling the ocean

Too far removed

from sales

You are the link that ties together sales, marketing, product. So attend sales

calls

Too non-technical

Engineers have a bias against Marketing. Don’t fall into that trap

Week in the life

• Showcase your communication skills

• Domain knowledge

• Strong understanding of marketing and

sales cycles for that industry

• Getting it done attitude

15

Things you could do to help your case

• Establish your credibility – get quick wins

• Complement skill sets

• Get in real customer world fast

• Get close to sales

• Be the strategic thinker

• Conduct buyer research

16

How to succeed

Thank you!

Shobhit Chugh

shobhitchugh@gmail.com