Main Responsibilities and Required Skills for Product Marketing Specialist
A Product Marketing Specialist is responsible for developing and implementing marketing strategies for a particular product. This may involve conducting market research to understand the needs and preferences of target customers, creating marketing materials and campaigns to promote the product, and working with sales teams to support the selling process. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Product Marketing Specialists.
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Main Responsibilities of Product Marketing Specialist
The following list describes the typical responsibilities of a Product Marketing Specialist:
Analyze
Analyze and capture marketing campaign performance metrics and ROI.
Analyze customer feedback to provide suggestions for customer needs and future products.
Analyze heat maps, click maps and user recordings to inform copy & design.
Analyze trends, business results and the competitive environment.
Assist in
Assist in the development of our LV modernization road map that is ever evolving.
Assist in the development of standardized pricing, pricing tools and accurate scopes of work.
Assist in the development of the plan and calendar for sales enablement activities.
Assist sales, marketing, and account management with client demos.
Assist sales with RFI / RFPs to provide deeper insight into the product.
Assist the product team and stakeholders in developing strategy and processes.
Assist with updating and refreshing educational and training presentations as needed.
Assure
Assure alignment of the Field Application team with regards to the product marketing strategic plan.
Assure proper support is provided during customer visits.
Author
Author and manage product communications.
Brief
Brief and train field staff and partners during regular sales meetings and webinars.
Build
Build a competitive analysis to highlight SMATS competitive differentiation.
Build and operationalize the way we deliver new product releases to our customers.
Build engaging and captivating multimedia content for promoting product portfolios.
Build, foster and manage relationships with creative leaders and event organizers.
Build marketing campaigns to drive engagement and customer acquisition.
Collaborate with
Collaborate on a cross-functional team to develop PTS messaging and positioning for the event.
Collaborate with internal stakeholders to ensure content reflects current offerings.
Collaborate with internal teams to develop marketing specific programs and tools.
Collaborate with other departments to streamline customer communication.
Collaborate with product management teams to influence the product roadmap.
Collect
Collect, review, and analyze market research data pertaining to our product and competitor's.
Communicate
Communicate the value proposition of new products to the Marketing content team.
Conduct
Conduct market research to understand industry trends and identify opportunities.
Contribute to
Contribute to our content creation, and develop product documentation.
Contribute to the ongoing development of the Investment Specialist Sales team's target.
Coordinate
Coordinate marketing campaigns with sales activities.
Coordinate newsletter design and content, direct mail, campaigns, corporate communications, etc..
Coordinate with engineering and manufacturing teams in product development activities.
Coordinate with our designer to ensure all collateral is consistent.
Coordinate with vendors / internal team members to make relevant and outstanding marketing videos.
Create
Create and maintain a platform or database to organize training materials.
Create compelling, simplistic and engaging joint value propositions with our key partners.
Create content such as case studies, videos, website copy and blog posts.
Create content to help educate clients on best practices, helping our CS team improve performance.
Create, maintain, and evolve visual design guidelines for Filestack.
Create marketing automation workflows to move leads along the buyers' journey.
Create processes to improve customer communications, feedback and feature awareness.
Create product descriptions and feature lists.
Create reporting to translate data into meaningful insights.
Create sales and technical content that is used across marketing campaigns.
Create sales tools such as presentations, videos, and collateral that support the selling process.
Create sample blueprint solutions that demonstrate the capabilities of our software.
Define
Define key marketing goals and design marketing dashboard to share with executive team and board.
Define the product marketing vision and strategy.
Deliver
Deliver technical presentations that demonstrate our ETL solutions.
Design
Design and deliver updates on company products.
Determine
Determine industry trends by working with the Business and Customer Insights teams.
Determine key performance indicators for initiatives.
Develop
Develop and distribute documentation related to company products.
Develop and maintain strong relationships with external vendors and suppliers.
Develop a suite of technical support solutions for IFAs using skillsets from across Aviva.
Develop collateral to support the execution of market strategy and sales objectives.
Develop, contribute to, and execute Digital Marketing Strategies.
Develop, implement and support go-to-market strategies, working with all departments to execute.
Develop internal tools and external collateral and teach them how and when to use it.
Develop internal tools and external collateral and teach them how and when to use it to effectively.
Develop materials to explain project findings across the wider organization.
Develop messaging and marketing initiatives that align with our target buyer personas.
Develop sales tools that support the selling process of General Diagnostics products.
Develop the core positioning and messaging as needed.
Drive
Drive changes to sales and marketing processes based on learnings.
Drive deeper customer empathy by garnering customer insights that influence the product road-map.
Drive development of case studies and testimonials to highlight customers' success.
Drive other online guerrilla marketing tactics to grow community, increase awareness and usage.
Drive the implementation of marketing campaigns that meet business objectives and drive leads.
Drive the marketing material elaboration that shall enable sales to drive market share growth.
Elaborate
Elaborate and deploy an adapted product inventory plan that meets the market needs.
Elaborate and deploy a training plan for internal and external stakeholders.
Ensure
Ensure accuracy in product specifications, pricing and materials at all times.
Ensure commitments to internal and external customers are met in a timely and cost-effective manner.
Ensure to respect and adhere to company policies and procedures.
Ensure Up-to-Date Information on all Existing Collateral.
Establish
Establish procedures, guidelines and best practices for go-to-market and product launch strategies.
Execute
Execute on tactical go-to-market activity in line with Product Marketing strategy.
Focus on
Focus on meeting those needs and ensuring both satisfaction and a continuous business relationship.
Gather
Gather information on market and competitors to identify market trends and opportunities.
Give
Give product training to sales.
Help
Help define new packages and narratives to drive growth and engagement.
Help train the sales team on messaging and competitive selling.
Identify
Identify and understand the customer's needs.
Identify consumer insights and translate insights into action.
Identify customer needs and suggest solutions to them.
Identify customer specific needs and suggest solutions to them.
Identify new, scalable ways to deliver high-quality training to Vention customers.
Identify thought leadership and customer success story opportunities to help with program adoption.
Improve
Improve results with new ideas and implement KPI's.
Increase
Increase awareness of products in accordance with overall marketing strategy.
Interface with
Interface with sales and account management to ensure successful execution of marketing activities.
Keep
Keep a pulse on all industry trends through market research and frequent competitive analysis.
Keep track of all advertising activities (ad tracking) and copies of ads (actual print copies).
Lead
Lead all product launches, provide internal training, marketing support and success of new offers.
Lead nurturing through CRM / email marketing.
Lead sales training on new features.
Lead the digital marketing and overall communications strategy.
Lead the effort to build content from Industry research and first part research.
Lead the GTM strategy and business results for our Commerce Services.
Liaise with
Liaise with external vendors to execute promotional events and campaigns.
Maintain
Maintain and communicate project milestones effectively and anticipate potential risk or challenges.
Maintain In-Depth Product & Market knowledge.
Maintain program Bill of Materials, intranet page, and other internal resources and directories.
Maintain strong relationships with current and potential customers and clients.
Manage
Manage advertising in industry publications and multichannel campaign execution.
Manage advertising in key media channels.
Manage and execute webinars with the sales team and product managers.
Manage business partnerships with third party vendors as they relate to marketing needs.
Manage contract employees and vendors for event support and overall budget.
Manage existing content assets to ensure all content is current, relevant and up-to-date.
Manage multiple tasks in a rapidly changing, deadline-oriented environment.
Manage site SEO strategies and content optimizations.
Manage textile program, including grading-in of fabrics and management of carded program.
Manage the Conference Attendance and Events Calendar (as it pertains to General Diagnostics).
Manage the Conference Attendance Calendar.
Manage the critical process of annual price increases.
Manage the cross-functional implementation of the plan.
Manage the defective products.
Measure
Measure and internally socialize how your activities support revenue growth and customer loyalty.
Measure and report on key performance metrics.
Measure and track impact of events and partnerships, report on results to overall organization.
Monitor
Monitor industry wide trends and stays abreast of new tools and technologies.
Oversee
Oversee and assist in the production and availability of sales and business materials.
Oversee the development of demo content.
Own
Own all aspects of product marketing data - collect, curate, and distribute.
Own client communications from monthly email newsletters to product launch announcements.
Own global content taxonomy and organization on our internal facing tools.
Own the message, the positioning, the materials and success.
Participate to
Participate to marketing material design to support and improve sales.
Participate to the inventory management.
Perform
Perform ongoing keyword discovery, expansion, and optimization.
Plan
Plan and execute initiatives to reach the target audience through appropriate media channels.
Plan and execute monthly multi-channel marketing campaigns.
Plan and work alongside our wider marketing team to execute webinars, training videos and blogs.
Propose
Propose new and original ideas, approaches and solutions to problems.
Provide
Provide active support in the continuous improvement effort with regards to the internal processes.
Provide insight into R&D of new offers that are supported by proven business cases.
Provide marketing assets to digital marketing team to deploy across multiple channels.
Provide pre- and post-sale marketing support to distributors, OEMs and resellers.
Provide pro-active support to the sales team during various opportunity pursuits.
Provide technical support to customers on products and solutions.
Report
Report results to senior management.
Research
Research and analyze competitor advertising Develop and implement link building strategy.
Research and implement search engine optimization recommendations.
Research and refine buyer and user personas based on target markets.
Research, write, and edit external-facing platforms including blogs and social media.
Review
Review existing materials to ensure key messages are highlighted.
Review internal sales history to identify areas of opportunity, discontinuations, etc..
Seek
Seek and provide candid and timely feedback to improve performance.
Seek approval from others on matters outside of job / role scope.
Share
Share information in an open manner.
Socialize
Socialize personas across the organization.
Speak
Speak and present both internally and externally to promote the story of our product.
Strategize
Strategize to create lead generation campaigns and marketing messages.
Suggest
Suggest work process improvements.
Support
Support Brand projects as needed by writing and delivering project briefs, project management.
Support growth marketing initiatives.
Support product-related briefings with media and analysts.
Support the development of all required marketing materials by providing technical and market wisdom.
Take
Take complex topics and weave a story that can be followed by internal and external customers.
Track
Track, report, and analyze analytics, initiatives, and campaigns.
Train
Train them on the problems we solve for our buyers and users.
Translate
Translate technical details into benefits for our clients.
Translate technical documentation into consumable marketing and sales enablement material.
Understand
Understand and support our sales channels.
Understand competitive market dynamics and trends to define compelling marketing campaigns.
Understand the competitive landscape—be an expert on our competition and how they are positioned.
Undertake
Undertake and assist with new product launches.
Undertake competitive intelligence and customer insights.
Undertake individual tasks of a marketing plan as assigned.
Work with
Work across Product, Sales, and other internal teams to implement it.
Work alongside Marketing Coordinator to identify new renderings and CET typicals.
Work closely with different teams, including product management, engineering, sales, marketing, etc..
Work closely with evangelists.
Work closely with the content team to conduct win / loss reports on key deals.
Work closely with the demand generation teams and provide marketing support at every step.
Work with our product manager to maintain and run our Voice of the Client program.
Work with ServIS, BOL, SAP, SalesForce.
Work with the branding team to adjust messaging and positioning as needed.
Write
Write content for websites, blogs, emails, social media channels and other marketing collateral.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Product Marketing Specialist:
Product Marketing
Business
Communications
Most In-demand Soft Skills
The following list describes the most required soft skills of a Product Marketing Specialist:
Written and oral communication skills
Attention to detail
Interpersonal skills
Analytical ability
Presentation
Confident
Creative
Organizational capacity
Collaborative
Self-starter
Time-management
Work ethic
Detail-oriented
Team player
Ability to manage multiple tasks
Curious
Ensuring the accuracy of work completed
