Product Marketing Manager
A Product Marketing Manager vacancy materialises when a business needs strategic help in finding new product initiatives and driving customer engagement with that product.
If you’re an employer looking to recruit a Product Marketing Manager, please see our product recruitment services page, and the full overview of our services to employers. If you need to hire and would like our services, contact us today.
If you are looking for a Product Marketing Manager job role and would like to find out more about what the position entails, read the guide below.
What is a Product Marketing Manager?
A Product Marketing Manager is responsible for promoting and positioning a company’s products or services in the market. They work closely with cross-functional teams, such as product management, sales, and marketing, to develop effective strategies that drive product adoption and meet business objectives.
The primary role of a Product Marketing Manager is to understand the target market and customers’ needs, and then craft compelling messaging and positioning for the product. They conduct market research, competitive analysis, and gather customer insights to identify key differentiators and value propositions. Based on this understanding, they create marketing strategies and plans to effectively launch and promote the product.
The top 10 responsibilities of a Product Marketing Manager are typically:
- Market analysis: Conduct thorough market research and analysis to identify target markets, customer needs, and market trends. Gather insights on competitors, pricing strategies, and market opportunities.
- Positioning and messaging: Develop compelling product positioning and messaging that differentiates the product from competitors and resonates with the target audience. Clearly articulate the unique value proposition and benefits.
- Go-to-market strategy: Create and execute go-to-market plans that outline the strategies and tactics to launch new products or features successfully. Define target segments, pricing, distribution channels, and promotional activities.
- Product launch: Drive the launch of new products or features by coordinating cross-functional teams, creating launch materials, and executing marketing campaigns. Ensure all stakeholders are aligned and prepared for the launch.
- Sales enablement: Provide sales teams with the necessary tools, training, and collateral to effectively sell the product. Develop sales enablement materials, such as product guides, presentations, competitive analysis, and FAQs.
- Customer insights: Gather and analyse customer feedback, conduct user surveys, and interact with customers to understand their needs, preferences, and pain points. Use this information to refine product positioning and drive product improvements.
- Marketing collateral: Collaborate with marketing teams to create impactful marketing collateral, including product datasheets, case studies, whitepapers, website content, and demo videos. Ensure consistent messaging and branding across all materials.
- Pricing and packaging: Work with product management and finance teams to develop pricing strategies and packaging options that align with market demands and customer expectations. Conduct pricing analysis and optimise pricing models.
- Competitive analysis: Continuously monitor and analyze the competitive landscape, including competitors’ products, pricing, positioning, and marketing activities. Identify strengths, weaknesses, and opportunities to inform product strategies.
- Performance measurement: Define KPIs and metrics to track the success of product marketing initiatives. Analyse data, generate reports, and provide insights to management on the product’s performance, market share, and customer adoption.
Product Marketing Manager objectives
The top five objectives of a Product Marketing Manager can vary depending on the organisation and product. However, here are some common objectives:
Increase product adoption
The Product Marketing Manager aims to drive product adoption and usage among target customers. Success can be measured by tracking metrics such as the number of new customer sign-ups, active users, or product usage rates.
Tools for measuring product adoption:
Amplitude: An advanced product analytics platform that helps track user behaviour, understand product adoption patterns, and optimise user onboarding.
Pendo: A product engagement platform that provides insights into user behavior, feature adoption, and user feedback to drive product adoption.
Generate revenue and sales growth
The objective is to contribute to revenue generation by increasing product sales. Success can be measured by tracking revenue growth, customer acquisition, and sales conversions.
Tools for measuring revenue and sales growth:
Close: A sales CRM platform that offers powerful features for managing deals, tracking sales activities, and forecasting revenue.
ProfitWell: A subscription revenue platform that helps analyse pricing, measure churn rates, and optimise monetisation strategies.
Enhance customer satisfaction and retention
The Product Marketing Manager aims to ensure customer satisfaction and retention by delivering a valuable product experience. Success can be measured through customer satisfaction surveys, Net Promoter Score (NPS), or customer retention rates.
Tools for measuring customer satisfaction and retention:
Wootric: A customer feedback management platform that specialises in Net Promoter Score (NPS) surveys and helps gather and analyse customer feedback.
ChurnZero: A customer success platform that focuses on reducing churn rates, tracking customer health scores, and automating customer engagement.
Establish strong market positioning
The objective is to position the product effectively in the market, differentiate it from competitors, and communicate its unique value proposition. Success can be measured through market share growth, brand recognition, and competitive analysis.
Tools for measuring market positioning:
Crayon: A market intelligence platform that provides real-time competitive analysis, tracking competitor strategies, and monitoring industry trends.
BrandMentions: A brand monitoring tool that tracks mentions of your brand and competitors across social media, blogs, news sites, and forums.
Drive product and feature improvements
The objective is to gather customer insights, feedback, and market trends to drive product improvements and innovation. Success can be measured through the successful implementation of customer-driven enhancements and the introduction of new features.
Tools for driving product improvements:
Usabilla: A user feedback and research platform that enables collecting user insights, conducting surveys, and analysing customer sentiment.
Product Marketing Manager salary
The salary of a Product Marketing Manager in the UK can vary depending on several factors, including experience, industry, location, and company size.
On average, a Product Marketing Manager in the UK can expect to earn between £60,000 and £80,000 per year.
Industries such as technology, finance, and pharmaceuticals often offer higher salaries within this range. Additionally, professionals in major cities like London or Manchester may command higher salaries due to the higher cost of living.
Read our guide:
Product management salary 2023
Product Marketing Manager job description
A typical Product Marketing Manager job description will read something like the below:
A Product Marketing Manager is needed by our client, a business who are a rapidly scaling SAAS software vendor in the global renewables’ energy space.
As the business embarks on the launch of several new products, the role presents an exciting opportunity for a Product Marketing Manager to bring new solutions to life and be a vital bridge to ensure commercial success and product awareness.
The Product Marketing Manager will be responsible for:
- Delivering best in class Go-To-Market strategies consistent with business and market needs
- Utilising marketing channels and technology to inform customer insight – surveys, questionnaires, webinars, polls etc
- Developing product positioning and messaging for key products and features, including product market fit, value proposition, target audience and competitive landscape
- Create product collateral, sales enablement content, datasheets, content, customer case studies and thought leadership.
The Product Marketing Manager must have:
- Experience in a product marketing role in a tech driven / SaaS or data business
- Excellent copy writing skills, with ability to translate complex ideas into simple and engaging messages
- Demonstrable track record creating value propositions and go to market strategies
- Strong analytical skills, accustomed to using data and insights to make decisions
- Proven creative thinker to generate and execute innovative marketing ideas
This is rare opportunity for a Product Marketing Manager to become an integral part of high growth business on a fast trajectory.
What skills employers looking for in Product Marketing?
Employers typically seek a combination of hard and soft skills when hiring a Product Marketing Manager. Here are the top hard and soft skills that employers often look for in this role:
- Market research and analysis: Proficiency in conducting market research, competitor analysis, and customer insights to inform product positioning and marketing strategies.
- Product knowledge: In-depth understanding of the product, its features, and value propositions, enabling effective communication with both internal teams and external stakeholders.
- Marketing strategy and planning: Ability to develop comprehensive marketing strategies, create go-to-market plans, and execute successful product launches.
- Data analysis and metrics: Strong analytical skills to track and measure marketing performance, interpret data, and make data-driven decisions for optimising marketing campaigns.
- Pricing and packaging: Knowledge of pricing strategies, competitive pricing analysis, and packaging options to maximise product value and profitability.
- Communication and presentation: Excellent verbal and written communication skills to effectively convey product value propositions, engage with stakeholders, and deliver persuasive presentations.
- Collaboration and relationship building: The ability to collaborate with cross-functional teams, such as product management, sales, and marketing, and build strong relationships internally and externally.
- Adaptability and agility: Flexibility to navigate dynamic market conditions, adapt to changing priorities, and quickly respond to emerging opportunities or challenges.
- Strategic thinking: Strong strategic mindset to identify market trends, assess competitive landscapes, and translate insights into actionable marketing plans.
- Customer focus: Deep understanding of customer needs, empathy, and the ability to put the customer at the centre of decision-making processes.
Product Marketing FAQs
- What does a product marketing person do?
- A Product Marketing role will liase with both the product and sales teams to gather information to be able to optimise the lead generation strategy for the business, using both paid and organic lead generation activities. The ultimate goal is to drive revenue growth for the business, by constantly evaluating success and running a continuous improvement programme.
- Does product marketing pay well?
- A Product Marketing Manager could expect a salary of between £60,000 and £80,000 in today's candidate market.