Job Title: Product Marketing Manager
Job Summary
The Product Marketing Manager is responsible for developing positioning, messaging, competitive differentiation, as well as sales enablement efforts and collaboration on marketing activities for their products.
The Product Marketing Manager will be the expert in their products’ messaging, their buyers, how they buy, and their buying criteria. You know our competitors like the back of your hand: what they do today and what they plan to do in the future. This knowledge drives the development of positioning and messaging that resonates with buyers and empowers our sales channels to be successful. The role also collaborates heavily with the product lines’ business units and corporate marketing to support messaging and content development that drives demand.
An attention to detail and eye for quality are critical to your success, along with an ability to grasp and present our product’s value proposition in a way that resonates and clearly articulates how we solve our buyers’ problems. For this reason, sales may often pull you into key deals for help with positioning, customized content, or even presentation and demo support. In addition, you are an expert at compiling, assimilating, and assessing market, prospect and customer feedback from all inputs, including sales, to share knowledge with the broader team.
Essential Functions
- Market intelligence—be the expert on our buyers, who are they, how they buy and their key buying criteria
- Understand the competitive landscape—be an expert on our competition and how they are positioned
- Follow and analyze market trends that may impact positioning including KLAS data
- Understand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make
- Collaborate with product management and marketing teams to develop product positioning and messaging that resonates with our target buyer personas as well as translate technical details into benefits buyers understand
- Drive the launches of net-new products and releases of existing products
- Craft compelling messages, differentiators, and value propositions for assigned products
- Develop annual marketing plan for assigned products – execute and adjust the plan on an ongoing basis
- Expert resource for mining, documenting, and sharing key ROI drivers and market-facing data points with sales and marketing for prospecting
- Understand and support our sales channels; drive sales training and product certifications for assigned products
- Develop demo scripts for sales and assist in product demos as needed
- Serve as central point of contact; front-line sales support, providing expertise on product features, positioning, and sales enablement tools required to support success
- Work with marketing to develop positioned external content including sales presentations, collateral, case studies, thought leadership pieces, and ROI models
- Develop key messages and differentiators for product-specific demand generation campaigns
- Responsible for product related web, social, and online advertising content
- Build strong relationships with product management, marketing, sales/account management team, customer support, and other internal teams
Minimum Requirements
- Education: Bachelor’s Degree in Marketing or equivalent degrees
- Experience: Minimum of 5 years of product marketing experience and 2 years of experience in healthcare technology or payments solutions is preferred
Specific Job Skills
- Natural storytelling skills – ability to translate features/benefits into emotional messaging that connects with each audience. Ability to create clear value propositions and messaging strategies.
- Excellent people and management skills to interact with staff, colleagues, cross-functional teams and third parties. Team player and detail-oriented project management skills.
- Naturally curious on how your products function, what pain points they solve, and then consult with internal teams on how best to apply product marketing practices for further product success
- Ability to conduct market, competitor, and customer research to gather insights and assess market opportunities.
- Ability to develop strategies for creating pipeline for new offerings as well as create up sell and cross-sell paths.
- Must be a strong public speaker, comfortable in front of large, senior groups, and a solid writer.
- Healthcare technology and/or payments experience preferred, a plus if you
- Comfortable using Salesforce, Jira, and SharePoint.
