Product Marketing is a fairly new domain and the role of ‘Product Marketing Manager’ differs greatly from organization to organization. To help the confused folks considering hiring a Product Marketer (and the equally confused folks trying to get a job as one) — we’ve interviewed 10+ Product Marketers and come up with a guide to the role, skills, and how-to for hiring a rockstar Product Marketing Manager!
We’ve covered all the bases from how a product marketer fits into your organization chart, what they do, what skills they need to have, when to hire one, and what interview questions to ask them, and how much a Product Marketer earns.
So whether you’re one, want to become one, or want to hire one — this post is for you!
You may want to jump to a relevant section:
- Who’s a Product Marketing Manager?
- Product Marketing Manager’s Role and Responsibilities (depending on the company)
- What’s the difference between a Product Manager, Product Marketing Manager, and a Marketing Manager?
- What should be the KPIs of a Product Marketer?
- How does Product Marketing Manager Fit into Your Organization?
- When to Hire your First Product Marketer?
- Product Marketer’s Salary and Career Path
- What Skills Should a Good Product Marketing Manager Have
- Product Marketer Job Interview Questions
TL;DR — Post Summary
- Product marketer’s role is to convey the value of the product to the market.
- The responsibilities of a product marketer fall into two buckets: pre-signup (acquisition) and post-signup (retention).
- The role stands at the crossroads of product and marketing and is fairly new
- Thus, the responsibilities are not well-defined and vary from company to company
- The more product-led the company, the more post-signup activities the product marketer will do
- The pre-sign up activities include planning product launches, writing product and feature pages, writing help docs, FAQs, sales/cs enablement assets, and creating bottom-of-the-funnel educational content
- The post-signup activities include creating and optimizing new user onboarding, creating and A/B testing experiences that increase feature engagement, user retention, account expansion, doing feature announcements, and any in-app communication with users;
- These may to some extent overlap with Product Manager's role — however, a Product Manager is usually too busy to execute the product adoption strategy — hence the need for Product Marketers.
- The KPIs of product marketers may range from MQL/PQL conversion rate, trial to paid conversion rate, new user activation, Day 1/ Week 1 retention, feature adoption, and expansion revenue;
- A product marketer’s salary in the UK is £27,000, compared to £ 50,000 of that of a product manager (source: Glassdoor)
- In the US, it’s $104,000 vs. $108,000 USD
- A good Product Marketer will be both analytical and creative, with excellent communication skills
- In a Product Marketing interview, ask questions about their most successful product launch, how they’d announce a new feature, and how they’d improve your product marketing.
Ready to dive in?
Head on over to the full Userpilot blog post on Why You Need A Product Marketer And How To Hire One.