The foundation necessary for all B2B products

Product marketing is the most foundational part of any good marketing plan. I describe product marketing as the center of the Venn Diagram, where the three circles represent customer needs, market conditions, and product capabilities. It’s in the center triangle that the product marketing teams thrive. Through this lens, they can clearly communicate the story and value proposition for the product.

Great product marketing acts as a hub for entire go-to-market teams, providing feedback from the market to product teams and back by:

• Building messaging frameworks, value prop grids, and storylines that everyone else reuses.

• Owning the GTM strategy for key products or lines of business: target segments, motions (PLG, SLG, channel), and key use cases.

• Coordinating cross-functional teams around launch timelines, deliverables, and readiness.

• Running win-loss, churn interviews, and VOC programs.