What is Product Marketing?

By | June 4, 2022
social media advertising books

A really common misconception about the manner in which large scale businesses function is that all of their departments are entirely independent of each other in terms of how they operate. Suffice it to say that this would be an incredibly inefficient way of doing things if it were true, and luckily this notion is not factual even in the loosest sense of the term. At the end of the day, all of the disparate departments in a company need to work together as best they can and inform each other’s decisions so that the whole can become greater than the sum of its parts.

When you learn about the 4 ps of marketing, you might notice that one of these aforementioned Ps is the Product. Product marketing is a distinct specialty of marketing that tries to connect people that manage products as well as those that handle the communication end of marketing which is what consumers tend to be most familiar with. The main job of a product marketer is to look into the demand for a given product, understand how it should be positioned and convey this to their colleagues on either end of the manufacturing to marketing pipeline.

A good product marketer can make a real difference to how successfully a product can be launched. They can identify markets that might have a strong need for the product, as well as analyze the best way in which the product can end up being introduced to them. These are just some of the roles that these marketers are supposed to handle, and it wouldn’t be all that unfair to call them the most important cogs in the corporate machine.

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