{"id":15473,"date":"2021-01-27T09:00:19","date_gmt":"2021-01-27T09:00:19","guid":{"rendered":"\/gb\/en\/blog\/?p=15473"},"modified":"2021-04-15T09:15:02","modified_gmt":"2021-04-15T08:15:02","slug":"10-skills-you-need-to-have-as-a-successful-product-marketing-manager-product-marketer","status":"publish","type":"post","link":"\/gb\/en\/blog\/10-skills-you-need-to-have-as-a-successful-product-marketing-manager-product-marketer\/","title":{"rendered":"10 Skills You Need to Have as a Successful Product Marketing Manager & Product Marketer"},"content":{"rendered":"

You have a product that you think could do well, and that has a high-value proposition. How do you get that product into the minds and, more importantly, the buying decisions of the consumers you want to sell to? How do you turn what started as an idea, into something that gives you a high per annum return?<\/span><\/p>\n

This is where product marketing<\/a> enters the story. Product marketing is not only about delivering a message to consumers about new products. It is about understanding the market itself. It\u2019s about knowing what the market wants or needs, or in some cases, convincing them of what they need. It can also be about shaping a product in development to meet those needs.<\/span><\/p>\n

\"what-does-product-marketing-do\"<\/p>\n

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Once a product has gone through development and is the finished article, it\u2019s about delivering the product and its message to a waiting market. Convincing them that this product is better than any competitors. Or, if something is entirely new, that this is what they have been waiting for, even when they don\u2019t realise they have.\u00a0<\/span><\/p>\n

What is a Product Marketer\u2019s Role?<\/strong><\/h2>\n

The first thing to be very clear about when trying to define a product marketer’s role is that there is no single clear cut definition. The role they play can differ greatly according to the business and the product. And even when you hold this position within a company, you may find that your role radically alters and evolves.\u00a0<\/span><\/p>\n

Some of the roles you may be asked to fill will be different for each product. Some tasks may be interchangeable, and you may be asked to learn new skill sets. Before looking at the different skills and roles, a product marketer may need or undertake, let\u2019s get to a clearer definition of the idea of product marketing itself.<\/span><\/p>\n

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At its core, product marketing is about bringing a product to market. This involves understanding how the market works and what the market needs. This can also include the notion of influencing the market to want something new. It may also be using new marketing strategies, such as <\/span>live streams<\/span><\/a>, to get your message across.\u00a0<\/span><\/p>\n

There is a lot of psychology involved in this. You need to understand the demographics you are targeting and their desires about a certain type of product.\u00a0<\/span><\/p>\n

For example, your company wants to launch a new vacuum cleaner. What is that market like currently? What products do your competitors offer? And, perhaps most crucially, what are the needs of people buying those products? Are there certain features that your product offers that outperform others and that consumers (through reviews or market research) have said they need?<\/span><\/p>\n

If you are working in product marketing, these are some of the roles, tasks, and activities you may need to undertake at some point:<\/span><\/p>\n