2024 is the year of both growth and challenges. While the world faces a lot of pullbacks and restrictions on both economic and climatic aspects, it did not stop the minds of people from developing and creating both digital as well as physical products to solve problems of businesses and people. As new products are created, those products need to be marketed to reach their potential objective. This is where product marketing managers gain prominence. Product marketing is a newer concept in the marketing purview. It primarily focuses on a single product and its growth.
The idea is to bring focus to certain key products and grow them exponentially. As this concept started seeing valuable results lot of companies started adopting the concept, especially in the digital and consumer product areas. Hence the demand for product marketing managers started growing and is in one of the top 10 jobs in high demand for 2024.
On average a product marketing manager with about 4/6 years of relevant experience makes about $120,000 in the USA and, accordingly, in other markets. Product marketing manager is definitely one of the sought-after jobs in the world in 2024. In the article below we will discuss in detail how to become a product marketing manager, their demand, salaries and much more.
Who is the Product Marketing Manager and What Do They Do?
When a product is developed, it serves a desired objective. It solves certain problems of customers. But have you thought how customers will know about the availability of such a product? How will customers know how to use such a product? How will customers communicate with business and what else they expect from the product? A Product Marketing Manager is responsible for answers to all the above.
As a Product Marketing Manager, you'll conduct market research to grasp target audiences, product needs, and industry trends. Your role involves crafting unique marketing strategies, ensuring clear product usage communications, and understanding customer challenges. Collaborating with product development, sales, and customer success teams is vital to ensure product acceptance. You'll oversee product marketing metrics like sign-ups, trials, and downloads and drive revenue through communication and customer engagement efforts. You can opt for KnowledgeHut's SAFe POPM online training, which equips you with the essential knowledge and builds your confidence, preparing you effectively for the certification.
ProductplanHow to Become a Product Marketing Manager in 5 Simple Steps?
We will discuss 5 simple steps on how to be a product marketing manager in 2024. You can start with gaining the right skills followed by mastering the acquired skills with an on-the-job application, strengthen your resume by adding success stories of your expertise, find appropriate job opportunities and mastering the job interviews.
Step 1: Acquire Skills
To excel as a Product marketing manager, you must possess a combination of essential soft skills, relevant hard skills categorized by their applications, and other critical competencies. Here's a breakdown:
Soft Skills:
- Communication Skills: Proficient in articulating ideas clearly through written and verbal communication, using tools like Microsoft Office Suite, Google Workspace, and collaboration platforms like Slack.
- Strategic Thinking: Capable of analyzing market dynamics and planning strategic campaigns using tools like SWOT analysis templates and project management software.
- Creativity: Able to develop innovative marketing campaigns using graphic design tools like Adobe Creative Suite or Canva to create visually appealing content.
- Problem-Solving: Skilled at identifying challenges and finding solutions, using critical thinking and problem-solving techniques.
- Collaboration: Experienced in working across teams and departments, leveraging project management tools like Asana, Trello, or Monday.com for efficient collaboration.
- Project Management: Proficient in project management tools like Jira or Basecamp to organize tasks, deadlines, and teams for successful project execution.
- Empathy: Able to understand customer needs through tools like user personas and empathy maps.
- Adaptability: Quick to learn new tools and adapt to emerging technologies in the ever-changing tech landscape.
Hard Skills (Categorized by Applications):
A. Marketing and Messaging:
- Market Research: Skilled in using platforms like Google Analytics, SurveyMonkey, and social media insights for comprehensive market research.
- Positioning and Messaging: Proficient in creating impactful messaging using tools like PowerPoint or Keynote for presentations and messaging frameworks.
- Content Creation: Able to produce diverse content using graphic design tools like Adobe Creative Suite or Canva, and content management systems (CMS) like WordPress.
- Brand Management: Capable of maintaining consistent brand representation using brand management tools and style guides.
B. Data Analysis and Analytics:
- Data Analytics: Strong in data analytics is a key requirement for a product manager. Understanding tools such as Google Analytics, MixPanel, Semrush, Ahrefs, Kissmetrics etc. is an added advantage.
- Data Interpretation: Competent in data analysis with tools like Excel or Google Sheets for drawing insights from customer data.
- Metrics Tracking: Proficient in using analytics platforms like Google Analytics and marketing automation tools like HubSpot to track KPIs.
- Competitive Analysis: Skilled in competitor analysis using tools like SEMrush or Ahrefs to gather insights on competitors' strategies.
C. Product Knowledge:
- Technical Understanding: Familiarity with the technical aspects of products, using tools like product documentation and communication with product teams.
- Industry Knowledge: Staying updated on industry trends and technologies using news aggregators, industry forums, and webinars.
D. Digital Marketing:
- SEO and SEM: Proficient in using SEO tools like Moz or SEMrush, and Google Ads for search engine optimization and marketing.
- Social Media Marketing: Competent in managing social media platforms using social media scheduling tools like Hootsuite or Buffer.
- Email Marketing: Skilled in email marketing platforms like Mailchimp or Constant Contact for creating and managing email campaigns.
- CRM and CRO: Strong understanding of CRMs and working knowledge of marketing automation is a must. Understanding and executable knowledge of Conversion Rate Optimization is an advantage.
Other Competencies:
- Sales Alignment: Proficient in collaboration tools like Slack and CRM platforms like Salesforce to align with the sales team.
- Customer-Centric Approach: Utilizing customer feedback tools like NPS surveys and customer support platforms to maintain a customer-centric approach.
- Presentation Skills: Proficient in presentation tools like PowerPoint, Keynote, or Prezi for effective communication during meetings and presentations.
- Negotiation Skills: Utilizing negotiation techniques and communication tools during collaborations and partnerships.
- Leadership: Exhibiting leadership traits when guiding cross-functional teams, using communication and project management tools.
RubygarageTop Product Marketing Certifications / Degree
Acquire skills through product marketing manager certifications and Degree Programs: You can acquire the above skills with some professional certifications and degree programs as listed below. These certifications and programs will help you in general with specific interest to become associate product marketing manager.
A. Top Certifications:
- SaFe POMP: The Scaled Agile Framework (SAFe) Product Owner/Product Manager (POPM) certification is a popular certification for product managers and product owners who want to learn more about the SAFe framework. SAFe POMP online training helps you prepare for this certification.
- Agile Certifications: For Product marketing managers who want to enhance their knowledge and skills in Agile methodologies and practices, there are several Agile certifications like agile marketing certification that can be beneficial. By taking up online online Agile training classes you can expedite the process of getting certified.
- Product Marketing Alliance Certification: The Product Marketing Alliance offers various certifications focused on product marketing skills, including the Certified Product Marketing Manager (CPMM) and Certified Product Marketing Specialist (CPMS) certifications.
- Pragmatic Institute Certifications: Pragmatic Institute offers certifications like Pragmatic Certified Product Manager, Pragmatic Certified Product Marketing Manager, and Pragmatic Certified Data Science Marketer.
- American Marketing Association (AMA) Professional Certified Marketer (PCM) - Marketing Management: This certification covers essential marketing management skills, including product marketing, and is recognized globally.
- HubSpot Product Marketing Certification: HubSpot offers a certification program covering product marketing strategy, positioning, and launch tactics.
- Google Analytics Individual Qualification (IQ): While not specific to product marketing, having a solid understanding of Google Analytics is valuable for data-driven decision-making.
B. Degrees:
Masters in Product Management: While not explicitly product marketing, a degree in product management can provide a strong foundation for understanding product-related roles.
- Master's in Digital Marketing: In today's digital landscape, a degree in digital marketing can equip you with skills relevant to product marketing in online environments.
- Professional Certificates from Online Learning Platforms: Platforms like Coursera, LinkedIn Learning, and Knowledgehut offer product marketing manager training courses and certificates from universities and industry experts.
- Digital Marketing Institute Professional Diploma in Digital Marketing: This diploma covers various aspects of digital marketing, which includes product-related strategies.
Step 2: Master Your Skills:
A. Determine Your Ideal Timeline
Determining your ideal timeline for mastering skills depends on several factors, including the complexity of the skill, your prior knowledge and experience, your learning style, and the amount of time you can dedicate to learning.
B. Start Learning in a Format That Suits You
People have different learning styles and preferences, so choosing the right format can enhance your motivation and success. In my opinion, it is very crucial that you choose the learning format that suits your criteria. There are a lot of options available for learners to become a product marketing manager. Below is a list of learning options available for you to check:
- Online Courses: Online learning platforms like KnowledgeHut, LinkedIn Learning, edX, etc. offer various product marketing online courses that are highly flexible, allowing you to learn at your own pace and from the comfort of your home. You can choose KnowledgeHut SAFe POMP online training as they prepare you for the certification with the necessary knowledge and confidence.
- University Programs: A bachelor's or master's degree in marketing provides a solid foundation in marketing principles, consumer behavior, market research, and promotional strategies. It's a common choice for individuals pursuing careers in product marketing.
- Webinars and Workshops: Attending webinars and workshops is a great way to enhance your project management skills. These short, focused sessions can provide valuable insights and practical tips.
- Get hands-on experience: Doing product marketing projects is the best way to learn product marketing management skills. Look for opportunities to volunteer or work on small projects. This will give you the chance to apply what you have learned and to gain valuable experience
C. How Long Does It Take to Become a Product Marketing Manager?
The time it takes to become a Product Marketing Manager can vary widely depending on your starting point, career goals, and the specific path you take. Here are some factors to consider when estimating the timeline to become a Product Marketing Manager:
- Education Background: If you already have a relevant educational background or a degree in marketing, business, or a related field, you may be able to accelerate your progress. If you need to complete a degree or obtain a certification, this can add a few years to your timeline.
- Work Experience: Gaining relevant work experience is essential for becoming a Product Marketing Manager. Entry-level marketing positions or internships are often the starting point. It typically takes a few years of work experience to move into a more senior role like a Product Marketing Manager.
- Professional Development: Consider investing time in professional development, such as attending marketing conferences, workshops, and seminars. These can help you acquire new skills and expand your network, potentially speeding up your career progression.
- Networking: Building a strong professional network can open doors to job opportunities and mentorship. Networking takes time, so it's a good idea to start early in your career.
- Skill Development: Developing the specific skills needed for product marketing, such as market research, product positioning, and communication, takes time. You can acquire these skills through on-the-job learning, online courses, or formal education.
- Certifications: Certifications hold a very important place in a project manager's career path. Gaining the right certifications will make you job ready with all the competencies and skills.
Step 3: Begin Building Your Portfolio / Resume
Building your resume is one of the crucial steps in job hunting. It is very important to understand the product marketing manager job description to match it with your skill sets and work experience. Always highlight your strong skills and competencies in your resume.
Portfolio Example or Resume Template for Download
Below is a template and sample of the Product Marketing manager's resume for your reference:
Download the Product Marketing Manager template here!
Sample Resume:
Step 4: Where and how to find a job
There are various ways you can find a job. Let us look at each option in detail:
- Online Job Boards and Websites: Utilize popular job search websites and job boards such as Indeed, LinkedIn, Glassdoor, Monster, and CareerBuilder. These platforms allow you to search for job openings, upload your resume, and receive job alerts.
- Company Websites: Many companies post job openings on their own websites under the "Careers" or "Jobs" section. If you have specific companies in mind, check their websites regularly for job listings.
- Networking: Leverage your professional network to discover job opportunities. Inform friends, family members, former colleagues, and mentors that you are job hunting. Attend networking events, conferences, and industry meetups to expand your network.
- LinkedIn: Create or update your LinkedIn profile to highlight your skills, experience, and career goals. Connect with professionals in your field, follow companies, and join industry groups. LinkedIn also has a job search feature.
- Professional Associations: Join industry-specific professional associations or organizations. These groups often have job boards, networking events, and resources for job seekers.
- Recruitment Agencies and Headhunters: Consider working with recruitment agencies or headhunters who specialize in your industry. They can help match you with relevant job opportunities.
A. Top Companies Hiring Product Marketing Manager
Amazon, Microsoft, Google, IBM, Honeywell are some of the top companies hiring product marketing managers.
B. Job Outlook for Product Marketing Managers
The job outlook for product marketing managers is positive. According to the U.S. Bureau of Labor Statistics, employment of marketing managers is projected to grow 10 percent from 2021 to 2031, faster than the average for all occupations.
For example, the digital transformation of businesses has increased the need for Product Marketing Managers who can navigate online channels, leverage data analytics, and understand digital marketing techniques. Also, the growth of e-commerce and online marketplaces has created opportunities for Product Marketing Managers to drive product sales and customer engagement.
Step 5: Ace the Interview
If you’re looking to become a product marketing manager, you’ll need to ace your job interview. One way to do this is to be prepared for a variety of project consultant interview questions.
A. Brief Overview of Interview Process + Tips
In the interview process, you will be assessed on both your technical skills and soft skills. You will be evaluated based on your qualifications and work experience to gauge your fitment in the job role and company culture. It typically involves several stages designed to evaluate candidates thoroughly.
Before your interview, make a list of all the skills and experiences that make you an ideal candidate for this position. Focus on highlighting your relevant experience and soft skills. Also be confident and calm during the interview process.
Example: “I believe I am the ideal candidate for this position because of my extensive experience in product marketing. I've had the opportunity to work on a diverse range of projects and campaigns that have significantly contributed to the success of the products I've supported. I also bring strong communication skills and an ability to work collaboratively with stakeholders to ensure successful outcomes.”
You can check the product marketing manager interview questions and get going with your preparation. It is always ideal to showcase your experience in strategic decision making, problem-solving skills, successful projects implementation, etc., during the interview by sharing relevant stories or experiences. Ask very relevant questions to the interviewers so as to understand the role and your responsibilities in depth. It is advisable to be specific and to the point while answering questions. Last but not least, do not forget to remain energetic, calm and positive during the entire interview process.
B. Who can become a Product Marketing Manager
Anyone who has experience in marketing concepts and work experience handling marketing projects can become a product marketing manager. There are some specific skills and experience to become a product marketing manager. Let us look at them in detail:
C. Product Marketing Manager Requirements
Product Marketing Manager requirements can vary depending on the company and the specific industry or product they are focused on. However, here are some common requirements and qualifications that are typically sought after for this role:
- Education: A bachelor's degree in marketing, business administration, or a related field is often required. Some companies may prefer candidates with a master's degree or relevant certifications.
- Experience: Typically, 3-5 years of experience in marketing or related roles is preferred. Experience in product marketing or a closely related field is a significant advantage. Some positions may require more extensive experience, especially for senior-level roles.
- Marketing Knowledge: A strong understanding of marketing principles, including market analysis, customer segmentation, product positioning, pricing strategies, and marketing communication.
- Product Knowledge: Deep knowledge of the product or service being marketed. This includes understanding its features, benefits, and how it compares to competitors' offerings.
- Strategic Thinking: The ability to think strategically and develop effective go-to-market strategies for new products or product launches.
Why/Benefits
A product marketing manager is a person of many skills. Having these skill sets, and knowledge makes you a highly sought after professional. As you lead a product marketing team, you will be wearing multiple hats.
What’s the Demand for Product Marketing Managers?
As per US Bureau of Labor Statistics, overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2021 to 2031 which is higher than the average for all occupations. About 35,300 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade.
Several factors contribute to this demand:
- Product-Centric Approach: Businesses are recognizing the importance of well-crafted product marketing strategies to drive product awareness, adoption, and revenue growth.
- Digital Transformation: The shift towards digital marketing and e-commerce has created a greater need for product marketing managers to effectively market products in online environments.
- Competitive Markets: As markets become more crowded and competitive, companies rely on Product Marketing Managers to differentiate their products and create compelling value propositions.
- Product Innovation: Rapid technological advancements and product innovations require skilled professionals to introduce these products to the market effectively.
- Customer-Centricity: Customer-centric approaches are gaining importance, and Product Marketing Managers play a critical role in understanding customer needs and tailoring marketing strategies accordingly.
- Global Expansion: Businesses expanding into international markets require Product Marketing Managers who can adapt strategies to different regions and cultures.
- Data-Driven Decision-Making: The availability of data analytics tools and customer data has elevated the importance of data-driven decision-making in product marketing.
Salary Details for the Top 5 Countries
Let us look at the range between senior product marketing manager and associate product marketing manager salary in top 5 countries:
Country | Average Salary | Range |
USA | $156,174 per year | $123,000 to $201,000 |
UK | £72827 per year | £56,000 to £98,000 |
India | ₹21,32,188 per year | ₹1,52,630 to ₹4,07,583 |
Germany | €87,902 per year | €60,652 to €107,240 |
Australia | $135,374 per year | $108000 to $164,000 |
Conclusion
To wrap it up, product marketing managers are instrumental in the entire product lifecycle, from conception to market adoption. The product marketing manager's role is a bit of sales, marketing, product development and business strategies. From being responsible for getting the product on the market, to determining the product’s value, to creating marketing strategies, to collaborating with cross-functional teams to drive successful product launches, the product marketing manager does it all. The product marketing manager is the interface between the product team and the marketing team. They understand both sides of responsibilities and guide and lead teams to ensure products are designed as per specifications before they are sent to the market.
