Bettie Carmack - What is Product Marketing ?

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Product Marketing ?
Product marketing is the process of bringing a
product to market and overseeing its overall
success. Product marketers are focused on
understanding and marketing to customers. They
drive demand and usage of the product, which
often includes writing positioning and messaging.
It is the process of bringing a product to
market. This includes deciding the product's
positioning and messaging, launching the product,
and ensuring salespeople and customers understand
it. Product marketing aims to drive the demand
and usage of the product. Bettie Carmack is a
professional sales and marketing consultant who
very well guided people in the field of sales and
marketing.
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Product marketers responsibilities in each stage
leading up to a product launch to get a better
look at the life of a product marketer

• Customer Development

Pre-launch, a product marketers job is to play a
key role in defining the target market and
understanding the potential customer. Customer
development is a formal methodology for building
startups and new corporate ventures.
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• Positioning Messaging

After customer development, its the product
marketers job to turn those learnings into
something actionable.  This typically comes in
the form of a positioning document or a list of
key messages. Product marketers try to answer
these three questions with their positioning Who
is this product for? What does this product do?
Why is this product different than whats out
there?
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• Teaching Out Positioning Messaging

Now that positioning and messaging has been
developed, its the product marketers job to make
sure that everyone at the company knows it.
Positioning wont stick unless everyone is on the
same page, so its important for product
marketers to get buy-in and teach out they key
messages across the organization.
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• Creating A Launch Plan

Product marketers own the creation of a launch
plan, which typically involves various teams from
across an organization, including traditional
marketing, sales, support and more. At the end of
the day, most product marketers are measured on
demand (whether it be new signups, cross-sells or
feature adoption) so creating an effective launch
plan is critical to a successful launch.
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• Creating Launch Content

Launch content is the glue to any launch plan.
 Product marketers will work with almost every
team inside of an organization on launch content,
including everything from demo decks to product
screenshots, sales materials, blog content,
landing pages and website updates.
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• Preparing The Team

Internal communication can be just as important
as external communication for a product launch.
Its the product marketers job to make sure the
entire time is prepped and ready to go before
launch. This usually means everything from making
sure the website is ready to go live to making
sure that the support team is ready to field
calls.
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• Launch

The launch is the defining moment for a product
marketer.  This is when the rubber meets the road
and customers start coming in but the best
product marketers are ready to adjust everything
for a launch on the fly.
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