What I Actually Do as a Product Marketer in Tech

Jeff -

Product Marketing. It's a field that has exploded in popularity, with tech companies of all sizes competing for the best product marketing managers.

But what exactly is product marketing?

In this post, we'll dive into the world of product marketing, exploring its different aspects and shedding light on what it takes to be a successful product marketing manager!

Watch it in action

tl;dr

  • Types of Products and Target Audiences: Product marketing managers in tech generally work on three types of products: Business-to-Consumer (B2C), Business-to-Business (B2B), and Business-to-Developer (B2D). Each type caters to different target audiences, requiring distinct strategies and campaigns
  • Time Distribution: Product marketing managers spend their time on various activities, including communication, project coordination, and planning. Only a small percentage is dedicated to the final outcome or end result. Effective communication with internal stakeholders and external partners is crucial for success
  • Qualities of Strong PMMs: Strong product marketing managers possess a combination of hard and soft skills. Hard skills are more technical and relevant for B2B and B2D product marketing roles, while soft skills, such as flexibility, strong communication, and analytical thinking, are essential for managing expectations and making data-driven decisions

Resources

  • Event Management 101 video

Types of Products and Target Audiences

Product marketing managers in the tech industry work on different types of products, each catering to specific target audiences. The three main types are:

1. Business-to-Consumer (B2C) Products:

B2C products can be further divided into software and hardware.

Examples of B2C software products include:

  • Google Search
  • Instagram
  • Notion

On the other hand, B2C hardware products include:

  • iPhones
  • Chromebooks
  • Nests

Some products, like Notion, offer solutions for both B2C and B2B audiences.

2. Business-to-Business (B2B) Products:

B2B products are designed for businesses and organizations.

Examples include:

  • Google Ads
  • Salesforce
  • Workday

Product marketing managers in this space focus on understanding the needs of businesses and tailoring campaigns to their requirements.

3. Business-to-Developer (B2D) Products:

B2D products target developers and provide them with tools and resources to create applications.

iOS and Android are examples of B2D products that cater to developers by offering software development kits (SDKs) and app stores.

Due to the distinct needs of each target audience, it is common for product marketing managers to work on separate campaigns for the same product.

Time Distribution

The time spent by product marketing managers varies depending on the company and product. However, based on my experience, the breakdown typically looks like this:

End Result

Only 5-10% of the time is dedicated to the final outcome or end result. This includes launching the landing page of an event, email communications, and the actual event itself.

Communication

40-45% of the time is spent on communication.

Product marketing managers collaborate with internal stakeholders and external partners, aligning on narratives, coordinating with creative agencies, and ensuring brand guidelines are followed.

Alone Work

The remaining 40-45% is what I call "alone work."

It involves tasks like creating briefing slides, tracking sign-ups on spreadsheets, and summarizing meeting notes into actionable next steps. This phase allows for introspective work and individual contribution.

I actually have an entire video teaching you how to plan events step by step, check that out here.

By understanding this distribution, you can appreciate the behind-the-scenes efforts involved in bringing a product or event to fruition.

Qualities of Strong PMMs

Being a successful product marketing manager requires a combination of hard and soft skills. Let's explore these qualities in more detail:

Hard Skills

Hard skills are particularly relevant for B2B and B2D product marketing roles, where the products are more technical.

For example, if you aspire to be a product marketing manager for TikTok Ads, having prior experience as an Account Manager at TikTok or using the product yourself gives you valuable insights into its strengths and shortcomings.

Understanding the product inside out enables you to effectively market it to businesses.

Soft Skills

Soft skills play a crucial role in the success of product marketing managers. Here are three essential soft skills to cultivate:

  1. Flexibility: Being flexible is essential in product marketing. Even if you have what you believe to be the perfect idea and have started executing it, real-time feedback from users and other teams may require you to pivot in a different direction. Being adaptable and open to change without letting your ego hinder progress is key
  2. Communication Skills: Strong communication skills are vital for product marketing managers. It involves distilling a plethora of features into one memorable takeaway for the external audience. Additionally, effective internal communication ensures that all teams are aligned and have a comprehensive understanding of the product and its marketing strategies. Overcommunication helps manage expectations and prevent misunderstandings
  3. Analytical Mindset: Having an analytical mindset allows product marketing managers to make data-driven decisions. Utilizing data helps in two significant ways: firstly, it enables PMMs to push back against requests that may not align with the overall strategy, and secondly, it helps identify key messages that resonate with the target audience. By analyzing past campaigns and their impact, you can optimize resources and focus on the most effective channels

Should You Be a PMM?

Whether or not you should pursue a career as a product marketing manager depends on the stage of the product's lifecycle and your interests. Here's a brief overview:

Pre-launch Phase

In this phase, extensive market research is required to determine audience needs and decide on the initial product features. If you enjoy conducting research, gathering insights, and shaping the direction of a product from its inception, the pre-launch phase may be exciting for you.

Growth Phase

During the growth stage, the product gains traction, and the focus shifts to gathering feedback from an expanding user base and prioritizing impactful changes. If you thrive on user engagement, feedback analysis, and strategic decision-making, the growth phase might be a great fit.

Mature Phase

When a product faces increased competition, product marketing managers must find ways to maintain its relevance and appeal to users. If you enjoy crafting creative solutions, finding unique value propositions, and differentiating your product from competitors, the mature phase might be where your skills shine.

Remember, the stage of the product's life cycle plays a significant role in determining your responsibilities as a product marketing manager.

Now that you know what a PMM is…

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