Product marketers focus on attracting customers through marketing activities like blogging and social media. They work to convert leads through optimization of landing pages, calls to action, and workflows. Product marketers also focus on closing deals by providing product expertise, training, and messaging to help the sales team. Overall, product marketers are focused on marketing directly to customers rather than just prospects, with the goal of understanding customers and driving demand and usage of products.

1. @DRIFT #PRODUCTMARKETING

2. You’ve heard about it. Maybe
you know a Product Marketer.
Heck, maybe that’s even your job.
@DRIFT #PRODUCTMARKETING

3. ONE PROBLEM
@DRIFT #PRODUCTMARKETING

4. It’s kind of hard to explain
what product marketing is
Pro tip: Try this search if you aren’t confused enough
@DRIFT #PRODUCTMARKETING

5. That’s probably
because product
marketing is one
of the few job
functions that
touch product,
marketing, sales,
and customer success.
Product
Marketing
Sales
Product
Marketing
@DRIFT #PRODUCTMARKETING
Customer
Success

6. LET’S FIX THAT
It’s kind of hard to explain
what product marketing is
@DRIFT #PRODUCTMARKETING

7. Let’s start with the typical
marketing funnel
@DRIFT #PRODUCTMARKETING

8. ATTRACT
Marketers focus on:
CONVERT
CLOSE
There are three main parts of any funnel
Blogging, Social Media, SEO,
Writing, Design
Optimization: LPs, CTAs, Workflows,
Analytics, Lead Scoring
Product Expert, Teacher/Trainer, User Testing,
Messaging, Persuasion
@DRIFT #PRODUCTMARKETING

9. ATTRACT
CONVERT
CLOSE
There are three main parts of any funnel
Blogging, Social Media, SEO,
Writing, Design
Optimization: LPs, CTAs, Workflows,
Analytics, Lead Scoring
Product Expert, Teacher/Trainer, User Testing,
Messaging, Persuasion
PRODUCT MARKETING
@DRIFT #PRODUCTMARKETING

10. OKAY, AND THAT MEANS?
Product Marketers are doing things like
writing positioning and messaging
for products and new features...
@DRIFT #PRODUCTMARKETING

11. OKAY, AND THAT MEANS?
… and thinking about how to drive demand and
usage of those products and features.
@DRIFT #PRODUCTMARKETING

12. OKAY, AND THAT MEANS?
But they’re also thinking about the
competitive landscape and the market
@DRIFT #PRODUCTMARKETING

13. A = ALWAYS
B = BE
C = CLOSING
And how to help the sales team
sell more and close more deals
@DRIFT #PRODUCTMARKETING

14. SO OVERALL,
Product Marketers are focused more on marketing
to customers than prospects and leads.
(TL,DNR) PRODUCT MARKETERS CUSTOMERS
@DRIFT #PRODUCTMARKETING

15. And even though everyone’s definition is a little
different, one thing is crystal clear
@DRIFT #PRODUCTMARKETING

16. Great product marketing comes down to
UNDERSTANDING
THE CUSTOMER
@DRIFT #PRODUCTMARKETING

17. What does product marketing do?
Product marketers typically own
positioning, messaging, customer
development and the overall go to
market strategy for a product.
BEFORE A PRODUCT LAUNCH
Product marketers help with sales
enablement and focus on driving
demand, adoption and the overall
success of the product.
AFTER A PRODUCT LAUNCH
Here’s the one slide recap if you want to clip it.
@DRIFT #PRODUCTMARKETING

18. THANK YOU!
Click here to learn more about Drift
@DRIFT #PRODUCTMARKETING