Product marketing is the process of bringing a product to market. This includes deciding the products positioning and messaging, launching the product and ensuring salespeople and customers understand it. Product marketing aims to drive the demand and usage of the product.
Pop quiz: If you had to define product marketing right now, what would you say?
A lot of folks have difficulty answering this question -- but don't worry, it's not your fault. Although product marketing is a prominent department across both B2B and B2C companies, it's pretty hard to find a good definition of it anywhere ... even on Google.
What makes it especially difficult is that it's one of the few job functions that touches product, marketing, andsales. It all comes down to knowing the target customer and testing to find ways to learn more about them and how best to interact with them.
So what exactly is product marketing? And what do product marketers do? To understand the job function more clearly, check out the SlideShare below from Drift.