Hope this bowl is welcoming to people who are slightly clueless about product marketing. I wanted to ask and understand what Product Marketing actually does for the success of a product. How is it different, and how different is it from digital marketing?

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Product marketing creates the story - it focuses on positioning and messaging to ensure a product resonates with the right audience. Digital marketing makes sure the story is heard; it uses online channels to promote that message and drive traffic, leads, or sales.

IMHO product marketing is significantly more enjoyable.

What are the tools / skills commonly used in product marketing?

People use product and digital marketing interchangeably sometimes, but they are different. In a nutshell, product marketing is bringing a product to market and make sure it does well. You make sure it’s a fit for the market at all stages.

In simple terms, traditional marketers work on promoting a brand or product using online channels and tactics, product marketing is responsible for positioning the product, developing go-to-market strategies, enabling the sales team, and continually gathering customer and market insights to refine messaging and strategy

Would it be accurate to say GTM is a majority of product marketing?

I’ve just started my role in PMM after spending years in traditional marketing roles. One thing I’ve heard is that PMM can vary wildly from company to company but at mine it’s managing the research agenda and understanding who our consumers are and how to position and message it appropriately to them. Driving gtm. Being the key liaison between our product teams and the rest of marketing.

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