There are a few different definitions for product management marketing, but at its most basic, product management marketing is the process and/or strategy that a company uses to bring a product to market. This can include everything from identifying a target market and need for the product, to creating and executing a marketing plan, to pricing and positioning the product, to ongoing post-launch support and management.
There are a few key things that product management marketing typically includes:
- Understanding the target market and customer needs
- Creating a unique selling proposition or value proposition for the product
- Developing messaging and positioning for the product
- Planning and executing a go-to-market strategy
- Creating sales and marketing collateral
- Managing product pricing
- Ongoing product management and support
In short, product management marketing is responsible for everything that happens from the moment a company has an idea for a product until that product is launched and in the market. Once the product is in the market, product management marketing may also be responsible for managing ongoing product support, enhancements, and communications.