The Senior Manager of Product Marketing will play a critical role in developing and executing comprehensive marketing strategies to drive product adoption, customer engagement, and revenue growth. This position requires a strategic thinker with a deep understanding of the aftermarket software market, exceptional communication skills, and a proven track record in product marketing.
Key Responsibilities
1. Product Positioning and Messaging
Develop and articulate clear and compelling product positioning and messaging that differentiates our products in the market.
Ensure consistency in messaging across all marketing channels and materials.
2. Go-to-Market Strategy
Lead the development and execution of go-to-market strategies for new product launches and feature releases.
Collaborate with cross-functional teams, including product management, sales, and customer success, to ensure alignment and successful product launches.
3. Market Research and Competitive Analysis
Conduct market research to understand customer needs, market trends, and competitive landscape.
Use insights to inform product development and marketing strategies.
4. Content Development
Create high-quality marketing content, including sales enablement materials, product collateral, case studies, whitepapers, and blog posts.
Ensure content is compelling, accurate, and aligned with overall marketing and business objectives.
5. Customer Engagement
Develop and execute strategies to engage and educate customers about product features, benefits, and best practices.
Work closely with the customer success team to gather customer feedback and use it to improve product offerings and marketing strategies.
6. Demand Generation
Collaborate with the demand generation team to develop and execute campaigns that drive product awareness and lead generation.
Monitor and analyze campaign performance, adjusting strategies as needed to optimize results.
7. Sales Enablement
Provide the sales team with the tools, training, and information they need to effectively sell our products.
Develop sales enablement materials such as presentations, demos, and competitive battle cards.
8. Branding
Ensure that all product marketing activities align with the overall brand strategy and reinforce the brand's values and positioning.
Work closely with the corporate team to maintain brand consistency across all marketing channels and materials.
9. Analyst Relations
Develop and maintain relationships with industry analysts to ensure our products are accurately represented in market research and reports.
Prepare and deliver presentations and briefings to analysts to highlight product features, benefits, and competitive differentiation.
10. Public Relations
Develop and execute media strategies that enhance product visibility and reputation.
Draft press releases, coordinate media outreach, and manage relationships with key media contacts.
11. Events
Plan and execute product marketing activities for industry events, trade shows, webinars, and conferences.
Ensure that event participation aligns with overall marketing and business objectives and provides opportunities for lead generation and customer engagement.
12. Metrics and Reporting
Define and track key performance indicators (KPIs) to measure the success of product marketing initiatives.
Prepare and present regular reports to senior leadership on marketing performance and impact on business goals.
Qualifications
- Bachelor’s degree in marketing, Business, or a related field; MBA preferred.
- 7+ years of experience in product marketing, preferably in the B2B software industry.
- Proven track record of successfully launching and marketing software products.
- Strong understanding of the B2B software market and customer needs.
- Excellent written and verbal communication skills.
- Strong analytical skills with the ability to interpret data and make data-driven decisions.
- Ability to work collaboratively across teams and manage multiple projects simultaneously.
- Experience with marketing automation tools, CRM systems, and analytics platforms.
- Creative thinker with a passion for innovation and continuous improvement.
