Why product team needs a product marketer?

The Product Marketer role is an essential part of digital product development. The Product Marketer works hand in hand with the Product Manager in building, growing, and maintaining the product.

While the product manager focuses primarily on the product side of the equation, the product marketer focuses primarily on the market side, including the go-to-market strategy and product growth after the product launch.

Product Marketer should be able to carry multiple hats:

Ambassador: Connect customer and market insights. Providing market and customer insight into your Product team is your fundamental expertise.

Strategist: Direct your product’s go-to market. Defining a clear product go-to-market plan with a strategy that aligns directly with business goals.

Storyteller: shape how the world thinks about your product. Positioning is the place product occupies in people’s minds. It sets a context in which a product’s value becomes clear. Smart product-related messaging helps to remind a user at exactly the right time about the product's value.

Evangelist: Enable others to tell the story. The range of work to make this happen includes providing sales and customer support teams with the right messages and tools to make them sound like genuine product advocates. Evangelist also means finding the most meaningful influencers that move your market and inspiring them with stories and evidence so they advocate for your product.

The most common mistake in product marketing, that I have witnessed, is when all the product marketing activities are ending with product launch press releases and Storyteller and Evangelist roles are forgotten or left unattended.

The product Marketer is responsible for answering fundamental questions essential for a product’s eventual success:

• Determining the best ways to reach the targeted customer
• How and when the customer will be able to learn your product exists
• How to position your product so that the customer knows how to think about your product
• How to message the value so that it resonates with the customer’s underlying needs
• How the customer can evaluate your product
• How the customer will make a buying decision
• If the customer loves your product, how they can tell their friends and colleagues how much they love it

To summarize

It is a lot of literature written on Go-to-market product marketing strategies, but very few on how to achieve growth for existing products.

The Product Marketer is often a missing piece in why excellent products never hit the market — clients just do not know about them and all the benefits from Product-led growth are left undiscovered.

Try to get such an expert onboarded to your Product Team and you will be amazed at how focused product communication can help your existing product to grow.

P.S.

And here is one great article about product marketing https://ahrefs.com/blog/product-marketing/