What Does a Product Marketing Manager Do?

Updated on December 14th, 2021
What Does a Product Marketing Manager Do?

Product marketing managers are employed in a variety of industries, but they all have one thing in common: their job is to develop and implement product marketing strategies.

It’s hard to know where to start when it comes to the responsibilities of a product marketer. In this post, I’ll answer some questions about what a product marketing manager does, as well as provide information on salaries and career paths available in this field.

What is Product Marketing?

Product marketing is the process of promoting a product to potential customers. It starts with a strategy for how you want your product positioned, and includes researching some target markets as well as understanding what they need in order to purchase it.

Product marketing managers use their PM technical and creative skills to develop the brand image of products. They are responsible for many aspects of product management that involve planning, communication, negotiation, and execution.

A product marketing manager may work with other departments such as sales or finance in order to promote a product effectively.

Product Manager Vs. Product Marketing Manager

Although both terms might look similar, they are not the same. A product manager is focused on managing product development from conception to release, while a product marketing manager’s focus is on promotion and communication of products to potential customers.

Also, product managers usually need to have a technical background, while product marketing managers don’t.

Product Marketing Manager Job Description: Roles and Responsibilities

In order to become a great product manager, you'll need strong marketing skills and is in charge of product promotion, pricing, market research, and product development.

A product marketing manager might work with other departments such as sales or finance to promote products effectively. In order to do this, product marketing managers need to have good communication skills and be able to work in a team setting.

Here’s a list of the most common responsibilities of a product marketing manager:

1. Create unique messaging for new products

A marketing product manager will be responsible for creating unique messaging for any new product so they stand apart from competitors in the market. Also, product managers will need to generate ideas for how the product should be positioned in the market and what differentiators it has.

A good product marketing manager can do all this within company brand guidelines so that their messages don’t contradict other communications materials about a product.

2. Present the vision and value of new products

It’s the product marketing manager’s job to communicate both things to other departments in the company so that they understand how the product will be used with existing products and to identify potential new markets.

A product marketing manager may also need to present a vision for the product lifecycle and what problems their product can solve or what it does that other competitors’ versions don’t do as well.

3. Develop marketing tools

A marketing manager will be responsible for developing marketing tools such as product roadmaps to support the sales process, like giving salespeople a head start on developing pre-determined talking points for new product launches. Also, the product marketing manager can create a promotional plan, like developing sales collateral or preparing the company for advertising campaigns.

4. Create customer personas

A customer persona is a fictional representation of a potential customer. A product marketing manager will create them in order to better understand their customers and how they interact with products.

Doing this can help the company improve its business strategy by making more informed decisions about what features or improvements are most likely to improve customer experience.

5. Create case studies

A PMM will be in charge of creating case studies to showcase the product’s advantages and benefits. This is a great tool for generating leads, promoting products on social media or online sales channels (such as Amazon), and more.

6. Conduct market research

Conducting market research is a fundamental part of the product marketing manager’s role. PMMs do this in order to better understand their target audience, see which demographics respond best to specific ad campaigns, and more.

7. Launch new products and services

A product marketing manager actively participates in the launch of new products and services. This includes things like product demonstrations, media appearances, or other events where the PMM’s presence is needed to promote the business and generate interest in a particular product.

8. Create an effective marketing strategy

Product marketing managers are product strategists; therefore, they're tasked with creating an effective go-to-market strategy for the business. This includes things like creating initiatives for a new marketing campaign, determining which channels will work best to reach target audiences, or implementing specific strategies and tactics that will help grow market share in a certain product category. Some of the elements of a marketing strategy are:

-Create the brand for a product. This includes content creation, SEO, paid ads, special events, lead generation, etc.)

-Provide training and resources to the sales team

-Define product metrics that align with the product goals

-Design a distribution strategy and implement it

9. Work on product pricing

Product pricing is another very important responsibility for product marketing managers. This includes finding the right price point to maximize sales while also being profitable and determining which distribution channels have enough room on their margins for a specific product.

10. Keep communication with stakeholders

Product marketing managers have to be in communication with stakeholders, including sales and product development teams. This with the purpose of making sure that all the aspects related to product marketing are aligned with company goals.

11. Set up a marketing team

Product marketing managers are responsible for the set up of product marketing teams. This includes hiring and training members, developing strategies to get more exposure through partnerships with other companies or influencers as well as overseeing the execution of these campaigns.

12. Reduce customer churn

The churn rate is the rate of customers who stop using the product or service offered by a company.

One important task that a product marketing manager has is reducing customer churn rates by designing an effective cross-sell strategy to offer customers additional products or services they didn’t know they needed without being too pushy about it.

13. Identify opportunities in the market

Product marketing managers have to be able to see trends at an early stage so they can either adapt their products accordingly or develop new ones as soon as possible before competitors do it first. This is one of their main responsibilities since if they don’t meet consumer needs, companies will fail shortly after entering the market.

14. Build brand awareness

The ultimate goal of product management is to build strong brands that people love and trust over time, which helps them make more money from future sales. Brand awareness is very important for product marketing managers to be successful in their careers.

15. Develop new products or services

New product development has always been a critical part of the job, and it’s one of the main responsibilities that product marketing managers have as well as creating packaging and labeling strategies — which are also essential activities they perform on an ongoing basis.

16. Monitor market trends

Product management professionals need to know what is going on in order to make decisions about pricing, advertising, promotions, and other aspects of managing a brand.

Monitoring consumer behavior can help them decide how much inventory should be ordered from suppliers for any given time frame since things like discounts often impact sales volumes positively when done at optimal points before traditional holiday shopping seasons.

17. Audit competitor information

A very common responsibility for a product marketing manager is auditing competitor information in order to make sure that their company is keeping one step ahead of them and maintaining its competitive advantage over time while also trying new ideas before competitors do so that they can stay ahead of the game.

18. Monitor social media

A product marketing manager is also responsible for monitoring what people are saying about their company on social media.

This often means that they need to be up-to-date with all popular channels such as Facebook and Twitter in order to best keep an eye on feedback from customers and potential consumers.

The previous list contains the most common responsibilities for product marketing managers. In order to perform well at all those tasks, you’ll need to be a self-starter and good at multitasking.

Also, you might want to develop the following skills:

Product Marketing Manager Skills

Just like any other position within a company, A PPM must have a variety of skills to be successful. Some of these skills are:

- Communication skills: product marketing managers often have to talk with stakeholders, suppliers, and competitors. They need excellent communication skills in order to convince people that their products are the best ones on the market.

- Strategic thinking: product marketing managers must be able to define a clear strategy for each new product they take charge of. A good product marketing manager can come up with a product strategy in less than two hours.

- Planning skills: given that they have to manage their time wisely, product marketing managers need great planning skills. They must be able to use deadlines effectively and plan ahead for upcoming projects or campaigns.

- Analytical thinking: product marketers often have to perform statistical analyses to determine the success of a product. They need strong analytical thinking skills in order to predict trends and find opportunities within data.

- Understanding the competitive landscape: one of product marketing managers’ main roles is understanding what their competitors are doing, so they know how not to fall behind as well as when it’s time for them to develop a new product.

- Supervision: the product marketing manager is also responsible for supervising and managing other members of their team, such as designers or developers.

How To Become A Product Marketing Manager: Career Path

In order to become a product market manager, you’ll need to get a certification in product marketing or get a degree in business management.

You’ll also need to work on your leadership and communication skills, as well as have experience in the industry you want to work in.

Preferred PM Qualifications:

You might want to get a bachelor’s degree in marketing or business administration. Also, the majority of product marketing managers are required to have at least five years of prior work experience before being hired, and they’re usually promoted from within the company rather than recruited externally.

One of the best ways to gain knowledge and experience is to enroll in a product management bootcamp or a product management certification program.

Product Marketing Manager Resume

A good product marketing manager resume should include your education and work experience, as well as any certifications or licenses you may have. Also, your resume should include your skills, such as marketing, product development, and planning.

Frequently Asked Questions

What is the Average Product Marketing Manager Salary?

According to Glassdoor, the average salary for product marketing managers is $100,690/yr in the U.S.

-Salary Range: The salary range varies depending on the industry and company you work with; it can be anywhere from $80,000 to $150,000 per year for a product marketing manager position.

Is Product Marketing Management The Right Option For You?

If you are considering a career in product marketing management, you should be aware that ism might be quite a demanding job. As a product marketing manager, you will be responsible for plenty of tasks and you may have to work long hours.

That said, the rewards are worth the hard work. Product marketing managers can have plenty of opportunities for growth and development in their professional careers, earning a higher salary as they grow.