OK, I’m going to help you out a little bit more than that, but I must clarify before you read on that every company does Product Marketing a little bit differently. In fact, within a team or group at LinkedIn Product Marketers can have drastically different responsibilities or priorities than other parts of the company. The best I can do is give you some of the key areas that Product Marketers tend to work on and some of the key tasks. Any of the areas below could be a small or large part of your job, so I recommend clarifying in your interview process.
- Determining if there is a market for a feature or product
- Outlining the product requirements
- Defining the messaging and positioning
- In my experience random important projects get thrown on the lap of Product Marketers because they are typically strategically minding and work very well cross functionally.
- Work to understand your audience and customer, then implementing what you learned to improve your sales, marketing and product efforts.
- Regular customer satisfaction surveys, like a quarterly NPS study
- One off research for new products, competitive analysis or segmentation of other strategic initiatives.
- Play quarterback to organize sales, PR, marketing, product and support for smooth and effective feature or product launches.
- Product training at new hire orientation.
- Answer the sales team’s product questions on going
- Training the sales team on new products or features as they come out
- Gathering product feedback from the sales team
- Communicating changes or updates to the product to the sales team
- Understanding your competitors strengths, weaknesses and how to talk about them.
- Running or participating in customer events
- Participating in external events as a thought leader for your company or product
- This could be writing all sorts of content, participating in webinars or being brought in during customer calls.