Product marketing
Explains why a product is useful and prepares its launch.
You'll like it if you can explain complicated things in a simple way.
What it is
Product marketing connects a product to the people who should buy it. Whoever does this work understands who a product is for, why it's different from the others and how to say it simply. Then they prepare the launch and give sales, the website and social media the right words to use.
Works with
- Product team (the people who build the product)
- Sales
- Brand manager and social media manager
- Market research
What they actually do
Understanding the customer
Gathers the problems and needs of the people the product is for.
Positioning
Writes in one sentence who the product is for, what problem it solves and why choose it.
Key messages
Turns technical features into benefits people understand.
Pricing
Helps choose the price by looking at costs, margin and competitors.
Launch
Coordinates dates, pages, in-store materials, emails and social posts for the launch.
Sales materials
Prepares product sheets, competitor comparisons and answers to frequent questions.
How the work is measured
The indicators (KPIs) they look at most often. The charts are just drawings, not real data.
- Launch sales
- How much the product sells in the first weeks.
- Adoption
- How many people actually use the product, or a new feature.
- Product page conversion
- How many visits turn into purchases.
- Market share
- How much the product weighs compared with competitors.
How to get started
People usually get there after some experience in marketing, sales or product. As a student, it helps to practise writing positioning statements and launch pages for real or made-up products.
1. Skills you need
- Explaining complex things simply
- Listening to customers
- Running projects with many people
- Basic maths (margin)
- Persuasive but honest writing
2. Free tools to practise
- Google Docs
- Google Slides
- Notion (free plan)
Tools by other companies, free or with a free plan: we mention them only as examples.
3. In job ads it's called
- Product marketing assistant
- Junior product marketing manager
- Go-to-market associate
4. Later you can specialise in
- Go-to-market
- Sales enablement
Try it
Exercise 1 · Launching the Evening Herbal Teas
Marta from Five Leaf writes to you: "Let's launch the Evening Herbal Teas"
4 parts, nothing to type: just choices, with a professional's solution at the end.
What you learn
- features and benefits
- positioning
- price and margin
- preparing a launch
- rules on discounts and claims