For a product marketer, the day-by-day activities vary quite a bit based on what the larger goal of the day is. Is it a day for data analysis? Planning and strategizing? Creative brainstorming? Market research? Presenting findings and recommendations for approval?
“There are three significant pieces that are part of my daily routine,” says Jason Cordes, founder of CocoLoan. “Connecting and communicating with frequent core team meetings, learning and evaluating by looking at income figures and examining KPI indicators, and determining next steps through creating potential statements and hypotheses while sharing them with the appropriate parties.”
These three steps greatly inform one another, as data analysis will lead to team meetings which will lead to goal-setting and potential changes to make. While the focus of a given day can shift significantly, a lot of this work relies on critical thinking and refining varied streams of information in order to produce a comprehensive and well-thought-out plan.
What are some of the challenges of product marketing?
The biggest reason that product marketing is challenging is because it combines a lot of different parts of the brain into one job. “Product marketing is a unique mix of art and science,” says Helga Dosa, head of marketing for Brand Rated. “On the one hand, you need to be creative in order to craft effective messaging and positioning for your products. But on the other hand, you also need to be analytical in order to understand your customers and figure out what’s going to work best for selling your products.”
Product marketers need to be both creative and analytical to stand out in their job—and that’s not always an easy mix to find.
What advice would experts give to future product marketers?
One piece of advice from our experts begins with an expression. “It’s easier to sell hot chocolate on a cold winter’s day than a hot summer’s one,” says Ryan Webb, founder of AppIntent. Webb points out that it is essential for product marketers to be able to put themselves in the best positions to be successful. “If you understand your customers, and you understand their needs, and you do your research, then marketing becomes more about providing a product or service that meets demand, rather than creating demand for a product or service that customers may or may not need.”
This role demands powerful communication skills. “Develop strong writing skills,” says Dosa. “In product marketing, you’ll be responsible for crafting messaging and positioning for your products. It’s important to make sure this messaging is clear, concise and resonates with your target market.”
One last piece of advice likens product marketing to a board game and the importance of planning ahead. “It’s like playing a game of chess,” says Muller. “You’re constantly thinking six moves ahead of your opponent—but instead of trying to outsmart an opponent who knows what they’re doing, you’re trying to outsmart all of the people who might buy from or compete with you in some way.”
