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That you have to herd cats.
It really shouldn’t be hard - product marketing is not a separate profession, it’s just another way of implementing the same core principles of marketing.
If you understand your target customer, their needs, and how your product solves those needs, their difference between content or digital marketing and product marketing is simply your output.
Good product marketers are curious about their products and dive below the surface benefits to better understand the problems the product solves - and inherently why the problems exist in the first place.
You’ll spend more time working hands-on with product managers and engineers, crafting messaging that’s anchored in real product value, not just creative flair. I'd say that the toughest adjustment is becoming deeply product- and customer-centric, rather than focusing just on external campaigns.
Yes, I think this transition makes sense for you. You will do great!
I think the most challenging part for me was learning all the terminology. Instead of saying marketing plan, it became the go-to-market (GTM) plan. The product's profitability and whether the product's marketing contributes to revenue is critical. Becoming more knowledgeable in the product's pricing etc also becomes much more important.
Compare that to brand marketing, which focuses more on measuring awareness.