The Product Marketing area has existed for over 30 years in the international market , but its presence in Brazil is recent. Consequently, many people ask themselves: what is the difference between Product Marketing and Traditional Marketing?
Product Marketing is the area responsible for the intersection of 3 fundamental sectors for the growth of any business: Product, Marketing and Sales. The area can be responsible for a series of strategic issues for the success of a Product.
Product Marketing Managers (PMMs) are professionals who work in this area. Their mission is to be the voice of the product to the market and the market to the product , guiding the strategic priorities of the business or offering.
However, when we talk about Product Marketing, it is very common for doubts to arise regarding the main differences between its activities compared to traditional marketing.
Although these activities are determined largely according to the needs and maturity of each company/service, we will share with you some of the main differences.
We can say that Product Marketing activities can encompass bo lithuania mobile phone number th Traditional Marketing strategies and more specific product issues , such as positioning, launches, performance and project management with multifunctional teams. Some of them are:
Develop analytical information about the market and customers;
Consolidate the main business objectives ;
Consolidate the product's positioning in the market, promoting the value proposition and differences compared to competitors;
Define personas and segmentations;
Plan and lead the go-to-market strategy for product, service or offering launches;
Align the 3 fundamental sectors for the growth of any business: Product, Marketing and Sales ;
Be a spokesperson for customers with the aim of continuously improving product performance, through win & loss interviews and NPS , for example;
Be a spokesperson for the product to other areas of the company and to the customer;
Develop strategies to extend the life cycle of your products .
Learn more: check out a complete and free class on the difference between product management and product marketing, taken from PM3's Product Management Course!
Traditional Marketing Responsibilities
When we think about Traditional Marketing, the activities are most often focused on the overall communication strategy of the business and brand. Here are some of them:
Create a brand aligned with the company's institutional vision, ensuring that branding , tone and voice are aligned with the business' values ;
Manage Marketing suppliers, responsible for developing communication materials, for example, website , ads and events;
Generate customer interest using communication tools , such as: Inbound Marketing, events, PR, digital ads, content, email marketing, etc.;
Develop and operationalize internal communication campaigns, developing influencers as brand ambassadors;
Ensure that the message created in partnership with Product Marketing is clear and widely known .
Conclusion
In short, the main difference between Product Marketing and Traditional Marketing is the main focus of each: more generalist in relation to the business (traditional) or more focused on the product itself (product).
Product Marketing actions can address both Traditional Marketing strategies and the product positioning journey , including feature launches and performance, pricing , KPIs , competitive analysis and project management with multifunctional teams.
Therefore, in the case of companies strategically oriented towards complex digital products, it is interesting (and we can say, essential ) that there is a professional (or area) dedicated to aligning these initiatives from the point of view of the value delivered by the developed solution.
Master Product Marketing
Do you want to master strategies and tools that will give you an expert's perspective on Product Marketing ? PM3's Product Marketing Course is the first in Brazil and, in addition to featuring real cases from the Brazilian market, it provides you with the best learning experience to work in one of the fastest growing areas in Brazil. Want to know more about the content? Then check out the full syllabus !
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