Main Responsibilities and Required Skills for Product Marketing Manager
A Product Marketing Manager is a professional who develops product marketing strategies in relation to pricing, advertising and launch. They drive Product Marketing initiatives and contribute to marketing strategy. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Product Marketing Managers.
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Main Responsibilities of Product Marketing Manager
The following list describes the typical responsibilities of a Product Marketing Manager:
Adhere to
Adhere to established policies and procedures.
Align
Align with field marketing on planning to ensure content supports marketing ROI.
Analyze
Analyze competitive offerings to identify product differentiators as well as potential gaps.
Assess
Assess RFQ, project viability and prepare quotation, set pricing and highlight value proposition.
Assist in
Assist in content development and delivery.
Assist in the creation of sales enablement tools and materials.
Assist with the content creation for marketing campaigns.
Assure
Assure marketing deliverables meet with Mastercard branding requirements.
Build
Build and evolve product positioning and key messaging for use in external communications.
Build and executes targeted campaigns aligned with lifecycle requirements.
Build closed loop feedback processes to stay aligned across product, sales and marketing.
Build life-like skeletal rigs for a number of humanoids and intricate creatures.
Build relevant content for industry inbound and outbound marketing.
Champion
Champion test and learn attitude, and leverages data to optimise journeys / features.
Collaborate
Collaborate closely with the respective team members to support lead generation activities.
Collaborate with sales, support, and other internal teams to drive enablement programs.
Collaborate with the wider Marketing and Product teams to integrate your strategies and ideas.
Collect
Collect and analyze market information and define existing market target groups.
Communicate
Communicate with customers and act as the voice of the customer.
Compile
Compile and track performance at team and individual level.
Conceive
Conceive and develop innovative programs to drive adoption of product features.
Conduct
Conduct VoC and market research to maintain deep customer insight.
Consolidate
Consolidate analytics and insights into meaningful recommendations.
Coordinate
Coordinate the execution of market launch plan across our channels nationally.
Coordinate with external vendors, suppliers and contractors as required.
Craft
Craft insight & analysis to assess current & emerging competitive trends.
Create
Create and deliver sales enablement materials and trainings.
Create and develop US specific strategies for new product commercialization.
Create and present information about products and the markets these products serve.
Create and update content to support the launch of new products, and / or features and functionality.
Create a social media presence.
Create compelling content to explain our competitive advantage to partners.
Create compelling positioning and collateral that showcases the value of our products.
Create internal enablement tools -.
Create presentations for the customers department, as needed.
Create product materials ranging from demos to web copy to presentations to whitepapers, and more.
Create product training materials, programs and knowledge management programs for the organization.
Create tools for revenue enablement.
Curate
Curate thought-leading materials and content across digital channels like webinars.
Define
Define and implement regional launching plans for new products.
Define marketing strategy.
Define messaging and claims.
Define proposals for the short term marketing strategy for his portfolio.
Define the marketing launch plans for our offerings, and execute launches and new releases.
Determine
Determine the profitability and viability of new products or product enhancements.
Develop
Develop a comprehensive user experience roadmap.
Develop a good understanding of the Marketing motions globally, focus on APAC.
Develop analyses of market size and potential, and customer buying behavior.
Develop and cultivate a regional KOL network.
Develop and deliver sales ready messaging for the purpose of enabling sales execution.
Develop and execute CRM strategies that increase customer engagement and retention.
Develop and execute go-to-market strategies for product releases.
Develop and implement promotional activities such as promotions and product launches.
Develop competitive selling tools and strategies.
Develop competitor intelligence that keeps the product and sales teams a step ahead.
Develop end to end marketing strategies.
Develop marketing plans that drive market interest and generate demand through integrated campaigns.
Develop marketing, PR and communications strategies.
Develop messaging, positioning, and GTM plans for new products and features.
Develop podium and publication plan with clinical team.
Develop product marketing strategies in relation to pricing, advertising and launch.
Develop product positioning and messaging that differentiates our products in the market.
Develop product positioning and messaging that resonate with our target personas.
Develop product to serve each segment.
Develop strategies to leverage social media to educate our markets and build the brand.
Document
Document product use for training use.
Drive
Drive awareness and adoption of new and existing product capabilities.
Drive demand (and revenue!).
Drive engagement and relationship with strategic partners to improve their customer experience.
Drive Product Marketing initiatives and contribute to marketing strategy to ensure launch success.
Drive to deliver Sales, Margin, and key performance metrics for SI products.
Ensure
Ensure all day-to-day campaign elements are activated and align with overarching campaign goals.
Ensure all marketing materials undergo appropriate legal and compliance review.
Ensure broad awareness of, and empathy for, customer pain points.
Ensure messaging of our features are aligned across the service.
Ensure product and feature launches are delivered on time.
Ensure the strategy is working.
Evaluate
Evaluate and prioritize enhancements.
Examine
Examine and troubleshoot animation controls in a timely manner.
Execute
Execute and analyze A / B test plans to improve engagement performance and conversion rates.
Execute new product launches including strategy, communications, promotions, collateral, training.
Execute product marketing campaigns, from start to finish, across owned, paid, and earned media.
Facilitate
Facilitate channel training including competitive threats and related industry news.
Feedback
Feedback and challenge meeting with our CEO and CFO.
Gain
Gain support for initiatives from teams and leadership.
Gather
Gather and prioritize customer and market requirements / intel and identify key trends.
Gather and respond to feedback from internal users about product marketing materials.
Gather business requirements from the PMM and PM team for SKU / offer setup.
Get
Get things done in short timeframes.
Help
Help establish and grow IGTV among creators, influencers and publishers.
Help to define the target audiences.
Help track the performance of gated content through demand generation activities and our sales teams.
Identify
Identify and assess monetization opportunities -.
Influence
Influence key cross-functional partners to leverage resources and gain support for the development.
Integrate
Integrate with our sales team to understand our sales process and our customers.
Lead
Lead launch planning, including associated messaging and positioning.
Lead marketing campaigns that will generate leads for our sales team.
Lead our keynote product demonstrations at Salesforce events and broadcasts shown around the globe.
Lead product positioning, launches and technical content strategy.
Maintain
Maintain records, inventory and prepare reports.
Maintain strong cross-team communication and performance reporting, including at the executive level.
Maintain the monthly Brand Engagement calendar and build-out posts.
Manage
Manage and produce online customer events such as digital webinars or user groups.
Manage a small team (Digital Marketer, Brand Marketer, and Marketing Graphic Designer) and keep.
Manage communications to existing customers regarding new product updates and releases.
Manage end-to-end event for our flagship Support Best Practices event.
Manage growth for a range of products in market.
Manage integrated digital strategy and drive achievement of inbound lead generation goals.
Manage the go-to-market process and ensure product launch is effectively supported to drive adoption.
Manage updates to internal information portals as well as web site when appropriate.
Monitor
Monitor and understand Azure Priority Performance.
Monitor competitor news positioning to help internal teams stay alert.
Monitor forecast, budget and DDP and take actions on drivers to meet objectives.
Monitor sales force activity to ensure execution of forecast, budget and DDP.
Optimize
Optimize ads for efficiency based on performance data.
Optimize product-driven customer onboarding.
Organise
Organise milestone reviews, updating key stakeholders with progress of stories.
Own
Own AB testing and CRO framework.
Own the local product marketing strategy in accordance with growth and bridge models.
Participate
Participate in industry events and trade shows.
Partner
Partner deeply with product management and marketing.
Perform
Perform competitive analysis and offer in-depth knowledge of the market and competitors.
Plan
Plan and execute activity that promotes Azure services to drive revenue growth.
Plan and manage product launches that drive trials, create buzz, and grow our brand.
Produce
Produce creative and imaginative ideas and executable solutions.
Propose
Propose and implement market research projects.
Provide
Provide ad-hoc marketing admin support to the team.
Provide event marketing support.
Provide sales tools and enablement for our global distribution team.
Provide support for the onboarding teams.
Provide thinking and reasoning for special pricing and promotional activities.
Raise
Raise the bar on our marketing efforts such that we are.
Refresh
Refresh and maintain target audience personas.
Represent
Represent the company at hosted client events, partner meetings and industry conferences.
Represent Verb at customer engagements, publicity opportunities, and on social platforms.
Research
Research and deeply understand the Clyde's industry and its competitive landscape.
Review
Review and manage business performance against unit, revenue and traffic and CR targets.
Review competitive landscape and support building strategies to address gaps.
Review competitive offering and drive ongoing differentiation.
Review, localize and create external facing content as required.
Run
Run win / loss interviews to understand why we lose to competitors.
Set
Set and deliver against outcomes on a bi-weekly, monthly and yearly basis.
Share
Share your awareness and understanding of object-oriented programming and design.
Socialize
Socialize and train cross-functional partners on initiatives and win their support.
Spearhead
Spearhead and optimize new, scalable go-to-market tactics and new channels.
Spend
Spend time learning the needs of particular vertical(s).
Standardize
Standardize and streamline data infrastructure with a single platform.
Supervise
Supervise our content strategy execution and be a resource and guide to our writers.
Support
Support Customer Success leads to develop and execute long-term plans for key accounts.
Support enablement initiatives in global sales training efforts.
Support in the advancement and growth of the overall brand.
Support product launches by creating content / demos focused on key Education Cloud differentiators.
Support product releases and own the cross-functional implementation of the marketing plan.
Support sales and channel enablement for alliance partner / ecosystem integrations.
Support sales education with updated materials and communications on an ongoing basis.
Support the growth team with product-led growth experiments.
Support the segment and marketing plan.
Synthesize
Synthesize market, customer success, and sales needs to help inform and develop the product roadmap.
Take
Take a measured approach when implementing new concepts and campaigns.
Test
Test marketing product features, releases, and ad copy.
Track
Track, measure and report against objectives.
Track paid sales to ensure we achieve paid sales targets or make fast course corrections, if needed.
Track record of building detailed plans and interacting with senior executive leadership.
Track record of marketing technical innovations to users and buyers.
Track the impact of your work.
Train
Train them on the problems we solve for our customers and users.
Translate
Translate technical product details into key benefits for commercial assets.
Understand
Understand customer goals and challenges, and craft demo experiences that address those needs.
Understand how APIs are used to deliver modern web experiences.
Understand market trends , messaging, competitive intel, and MSI differentiators.
Understand the best channels to reach the target market.
Understand the product landscape, new competitors and the changing needs of customers.
Understand trial strategies, lineup, promotion pricing.
Utilize
Utilize and interpret insights to advise decisions and strategic direction.
Utilize behavior analytics as well as user research to improve feature adoption within the product.
Work with
Work closely with Customer Marketing to source customer success stories.
Work closely with the Product teams to identify and nurture new product opportunities for growth.
Work samples are welcomed and appreciated.
Work with Clio's API and first-class app partners.
Work with cool people and impact millions of daily players.
Work with customer teams to understand each customer's requirements and develop an enablement plan.
Work with internal teams to ensure readiness and to conduct successful product launches.
Work with marketing to create content such as case studies, videos, website copy and blog posts.
Work with partner companies to develop joint marketing strategies as needed.
Work with regional integrated campaign team to localize campaigns and customer references.
Work with revenue-enablement teams to produce relevant material for client-facing teams.
Work with sales management to develop and enhance distribution channels.
Work with sales team for promotions, product training and client interactions.
Work with Square's outstanding product marketing, marketing, design and product teams.
Work with Technical Marketing to develop and maintain product demo use cases.
Write
Write creative briefs and track creative projects for internal or external agencies.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Product Marketing Manager:
Sales
Business
SAAS
Communications
Google Analytics
B2B
Powerpoint
Positioning
Design
Messaging
Enterprise Software
Analytics
MS Word
CRM
Sales Enablement
Sales Teams
Market Research
Track Record
Business Acumen
Content Creation
Hubspot
Content Marketing
Security
B2B Marketing
Copywriting
Social Media
Consulting
Customer Success
Management
Marketing Automation
Retention
Demand Generation
Product Launches
Most In-demand Soft Skills
The following list describes the most required soft skills of a Product Marketing Manager:
Written and oral communication skills
Analytical ability
Self-starter
Attention to detail
Organizational capacity
Presentation
Creative
Interpersonal skills
Collaborative
Problem-solving attitude
Team player
Time-management
Leadership
Curious
Results-oriented
Organized
Entrepreneurial mindset
Flexible
Detail-oriented
Self-motivated
Quantitative
Critical thinker
Proactive
Storytelling
Strategic thinker
Confident
Public speaking
Work independently with little direction
Humility
