Why You Need A Product Marketer Right Now & How To Hire One

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:

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.

Userpilot is a Product Growth Platform designed to help product teams improve product metrics through in-app experiences without code. Check out userpilot.com