SO, YOU WANT TO BE A PRODUCT MARKETER? HERE'S HOW.

Carole Gunst & Rodan Zadeh for ProductCamp

Carole Gunst, Product Marketer Education:

B.A., Journalism M.A., Marketing

Career Path: Started as a marketing assistant Volunteered for every assignment possible Got my own product and took it through a few

lifecycles Took on more responsibility and people

management Changed companies a few times Am now a marketing director at a software

company

Rodan Zadeh, Tech Marketer Education:

B.S., Electrical Engineering and IT M.S., Technology (from MIT!)

Career Path: Worked in product marketing at Lucent Worked in product marketing and services

marketing at EMC Worked in product marketing at Attunity

What does product marketing do?

Performs market research to gain insight into customers, the marketplace and the competition

Develops messaging and positioning for products

Runs marketing programs that drive demand

Enables sales to sell the product Evangelizes the product to analysts, press,

industry experts, partners, and prospects

What are the requirements? Bachelor’s in business or marketing Strong written communication skills Willingness to travel People skills to interact with staff,

colleagues and cross-functional teams, and third parties

Presentation experience Understanding of the product

Product Marketing v. Management

Outward facing Aligns messaging with

market demands Delivers value

props/messaging to sales, marketing and support teams

Closely aligned with sales and product management

Inward facing Aligns product

requirements with market demands

Delivers technical aspects of the product to product marketing

Closely aligned with development team and product marketing

Product Marketing Product Management

Product Marketing v. Sales

Aligns products and messaging with market demands

Delivers value props/messaging to sales, marketing and support teams

Closely aligned with sales and product management

Sell what “is on the truck”

Develops close relationships with customers

Overcomes objections Negotiates pricing Closely aligned with

product marketing and channel

Product Marketing Sales

How much could you make?

How do you become one? Research job descriptions to figure out the

education and experience requirements Find people who already are product

marketers and look at their education, experience and career

Network with product marketing managers at your office, industry events or through friends. Ask for advice or mentoring

Carole GunstCarole “at” Gunst.com@cgunst

Rodan ZadehRodanZ “at” Gmail.com@rodanz

Any questions? Let us know.