As a recruiting firm focused on early-stage startups, the hiring priorities of the Founders we meet typically follow this line:
engineering > product > sales leadership > marketing
And those early marketing hires are often demand generation focused marketers or growth marketers.
Over time, as the business grows and the product management function matures, leaders begin to examine the effectiveness of product launches and GTM strategies. This introduces the need for product marketing expertise.
Here are four reasons why you need to make your next marketing hire a product marketer:
Product marketing helps tech companies develop messaging that resonates with their target customers. By understanding customer needs and pain points, product marketers can create messaging that speaks directly to those needs and positions the product or service in a way that highlights its unique value.
With so many tech companies launching new products and experiences, it’s essential for companies to differentiate their offerings to compete in a sea of similar competitors. Product marketing can help identify and communicate a product’s unique selling points, helping it stand out in a crowded market.
Product Launch Success
Product marketing plays a crucial role in the success of a product launch. By collaborating with cross-functional teams, product marketers can ensure that the product is ready for market and that the messaging and positioning are aligned with customer needs and preferences.
The ultimate goal of a tech company is to drive revenue growth, and product marketing can help achieve this by increasing customer adoption and loyalty. In addition, effective product marketing can help a company build brand awareness, generate leads, and convert prospects into customers.