Every manufacturing company benefits from having a product manager. This person knows the product portfolio inside and out, providing guidance from inception through development and launch.
Increasingly, manufacturing companies also see the value in having a product marketing manager. This role does not replace that of the product manager but rather harmonizes with it. While the product manager coordinates the development of a product, the product marketing manager ensures that each product is positioned for maximum success in the marketplace.
Understanding the harmony between these two positions is critical for any manufacturer seeking a competitive edge in 2024.
A Closer Look at Product Marketing Managers
The basic role of the product marketing manager is to understand each product's unique value and convey that value to the end consumer.
Working closely with the marketing and sales teams, product marketing managers ensure that each product or product line is launched effectively and its benefits are clearly articulated to the target demographic.
Additionally, product marketing managers monitor customer feedback, passing along relevant concerns, complaints, or pain points to the product manager. This helps in the ongoing iteration and refinement of the product.
Product Marketing Manager Job Description
That's the big picture. Now, let's look at the product marketing manager's job description. While specific duties and responsibilities will vary by position, a typical job description might look something like this:
- Conducting market research, better understanding consumer needs, preferences, trends, and pain points.
- Leading competitor analysis, identifying both opportunities and vulnerabilities within the current marketplace.
- Creating clear, strategic messaging for each product or product line, properly conveying its value to the end user.
- Providing ongoing support for the sales team, including market research and product verbiage.
- Monitoring the customer experience and passing relevant feedback to the product development team.
- Ensuring an effective go-to-market strategy for each new product that is launched.
The Benefits of Having a Product Marketing Manager
Manufacturers who hire a product marketing manager might realize any number of benefits. Consider just a few of the primary advantages to having a product marketing manager on the team:
- Market Understanding. Product marketing managers help the company understand their markets, including customer needs and preferences.
- Competitive Differentiation. A product marketing manager conducts competitive analysis, helping the company position its products effectively and develop strategies to gain an advantage over its industry peers.
- Go-to-Market Strategy. This role also involves developing go-to-market strategies to launch new products successfully. This might mean defining target markets, pricing strategies, distribution channels, and promotional activities.
- Sales Enablement. Product marketing managers support the efforts of their direct sales teams, distributors, and retailers, providing the tools needed for ongoing commercial success.
- Product Lifecycle Management. Products go through various stages in their lifecycle, from introduction to growth, maturity, and decline. A product marketing manager oversees the entire lifecycle, working closely with the product manager to keep these products optimally positioned within the product portfolio.
- Brand Development. Finally, note that the product marketing manager doesn't just extol the value of individual products. A big part of the job is building trust, goodwill, and loyalty toward the brand.
These are a few reasons why manufacturers might consider adding a product marketing manager to their team.
Ensuring Harmony Between Product Managers and Product Marketing Managers
One critical aspect of this role is close, careful collaboration with the product development team, including the product manager.
An essential tool for ensuring this type of collaboration is product roadmap management software created specifically for manufacturers like the one Gocious innovates, which is a product roadmap tool to provide a single source of truth, verifying that each party is working with up-to-date information and oriented toward the same set of goals. It's an invaluable tool for ensuring ongoing coordination between product stakeholders.
For Manufacturers, Product Marketing Management is Key
Several leaders can play a central role in the success of a new product, and the product marketing manager is near the top of the list. As more and more manufacturers adopt this key position, others must follow suit, maintaining their ability to compete in increasingly cluttered marketplaces. Consider the merits of adding a product manufacturing manager to your team structure today.
