What is the role of a product marketing manager?

Question

Zippia Team · Accepted Answer

The role of a product marketing manager is to promote products and their features to an organization's target audience. This includes studying the company's products, locating key features that will attract customers, and creating marketing campaigns for products.

The role and responsibilities of a product marketing manager are to:

Build on product messaging that sets new products apart from others in the market to give them a unique selling point
Communicate the vision and value of new products to the sales team and develop sales tools that facilitate the selling process
Plan and participate in the launch of new services and products which involve several different departments
Brief the press and PR teams about new products
Take part in presentations
Obtain insights into customers' usage of current products, untapped opportunities, and buyer personas through interviews, surveys, focus groups, and sales data
Review inventory levels and ensure product availability
Agree on timelines and deadlines for the development of new products with product management, engineering, or manufacturing departments
Use market research data to establish product pricing
Create content such as case studies, videos, website copy, and blog posts
Speak and present about products to both external and internal audiences
Test new goods and products
Propose and keep within a budget
Research competitor offerings
Recruit and develop a team of product marketing executives