J Laurence Sarno
Strategic Communications Specialist
Here is the secret of marketing communications: To catch the interest of any audience, all you need is three statements. For some deep-tech markets, you might need four.
Technology products are becoming ever more specialised, and therefore difficult to describe, even for audiences in your own market. When I was a pup technology journalist, most of the senior editors and industry analysts had engineering degrees in their specialised field. This is no longer true.
So your messaging (corporate or product) needs to tell a story that anyone can understand, from the general to the specific.
Google the term “product marketing” and you’ll find contradicting definitions, many of which are outdated, misleading and, more often than not, just not helpful.
In this blog, we’re exploring the five search results we found the most enlightening, based on how adequately each definition captures the magic of what makes a successful product marketing manager.
All established Product Marketers (PMKs) and Product Marketing Managers (PMMs) will have at some point been frustrated by the lack of understanding or agreement on what Product Marketing is. It seems to be a lot easier to agree on product marketing is not.
While the job market is rife with misleading job titles and inaccurate vacancy postings, which do not help the situation, there are also a number of valid reasons for the confusion. These can be summed up in two statements: first, Product Marketers come in many guises, and second, the PMK role is rapidly evolving.
In most companies, we spend a lot of time talking to ourselves.
This provides a verbal shorthand that is internally useful: We know what we’re talking about; there’s no need to spell it out. But when talking to our prospects, customers, partners or clients, we need to remember they have no idea what we’re talking about.
I’ve been reminded of this recently because new clients usually ask for a web site review.
And almost always, the company’s home page – their introduction to the world, the first thing people see when they visit the site for the first time – is wasted space.
Eye-catching graphics and inspiring words are great – once the visitor knows what you do.