TOP 5 SKILLS OF THE AWESOME PRODUCT MARKETER

MAKES THE COMPLEX, SIMPLE

1

There are several times every week when the product marketing manager (PMM) will take a complex idea and explain it in beautifully simple terms.

This may be during a sales enablement session, or perhaps writing a product brief.

Whenever it may be, those listening or reading will grasp the key points, absorb and understand.

CREATIVE WITH TECHNICAL ABILITY

2

In a technology organisation the PMM will often sit between the Product Managers and Marketing. They act as a catalyst for communication - bringing the voice of the customer into the business, and translating features into benefits for outbound activities. This requires both sides of the brain. To properly articulate the 'why', product marketing needs to be able to appreciate the 'how'. Good Product Marketing Managers can grasp technical concepts and communicate them creatively with clarity.

HAS NATURAL EMPATHY

3

Bringing in that customer voice is an essential component of delivering product

that sells. To do this, empathy must be naturally present.

Putting themselves in the place of the customer, be that a user or a buyer, is the

only way to really understand the problem. It's vital to feel the problem, not just hear it.

Great PMMs take the time to uncover the pain points and spend time feeling how that

pain affects buyers. Ultimately that forms the basis of delivering the most relevant messaging around solving the problem.

ABLE TO FOCUS ON THE TASK FROM WAY UP HIGH

4

Product Marketing is a strategic role but requires a good level of tactical ability. Developing go to market strategy is as common as writing a blog to support a launch. Those who are most effective will be able to switch instantly from thinking ahead and building vision, to rolling up the sleeves and getting the job done.

A GREAT STORY TELLER

5

Vision is essential. This is the very best part about being a product marketer and is also the most valuable skill any

product marketer can have.

PMMs are the story tellers of any organisation. Look around. They'll be

the ones on their feet at industry events, holding court in the staff

canteen, gesticulating wildly as they explain why the business should be

excited about a new release.

When great product marketers describe a bright and exciting future, when they set out the clear steps to achieving that future, when they do

so in a way that everyone understands and buys in to, the entire

organisation will know where they are going.

These are the five outstanding skills of a great product marketer.

If you have all five, you may well be

awesome

Andy Reid Product Marketing Evangelist @TheCXMguy uk.linkedin.com/in/andyreid100