Ask any product marketer what their core function is and they’ll likely rattle off a long list roles and responsibilities.
As Nipul Chokshi, a product marketer at Lattice Engines puts it, “Your objective is to drive influence across people who don’t report to you—it’s a lot of responsibility without a lot of power. You must make friends, establish yourself as a leader, and add value across the entire company to be successful.”
“A key component of success [in product marketing] is to really understand the market problems: not trying to guess or make it up, but to accurately understand the problems.”
– Alan Collins, Senior Manager, IBM
As the glue that holds together marketing, sales, product, and customer support, the range of responsibilities a product marketer faces on a daily basis can be overwhelming. That’s why we put together the list of the top ten product marketing resources every product marketer should read.
From strategy and planning to product launches and sales enablement—we’ve got you covered.
Planning & Strategy
The B2B Product Marketing Playbook is your complete guide to learning how to plan a seamless go-to-market strategy that spans and aligns teams and departments. Learn how to create a scalable and repeatable collateral development workflow, distribute collateral across sales teams and regions, and how to track results to target and optimize future product launches.
Featuring unique insights into modern product marketing from industry leaders (including top 50 product marketer Nipul Chokshi) and actionable steps for optimizing your product marketing strategy, the B2B Product Marketing Playbook is everything you need to be a successful product marketer.
The 16th annual product management and marketing survey from Pragmatic Marketing takes a close look at the challenges, opportunities, and compensation of today’s product teams.
From demographics and tactics to budget and revenue, Pragmatic Marketing’s Product Management and Marketing Survey gives you a complete, 360 degree view of a modern product marketer. Get the research.
Featuring original research from Regalix, the State of B2B Product Marketing 2015 report looks at industry trends in product marketing and the tactics senior product marketers are using to drive successful product marketing initiatives.
Key takeaways from the report:
- 89% marketers mention new customer acquisition as the metric they use to measure the impact of product marketing
- 84% respondents say they invest in product marketing
- 81% executives choose direct selling as their top sales distribution strategy
- 70% respondents say they look at revenue generated to measure the success of a product launch
- 69% marketers choose understanding buyer needs or pain points as the most important go-to-market strategy to a product launch
The Buyer/Content Matrix Template from Kim Gusta Marketing is an easy-to-use template for planning product marketing content for each stage of the sales cycle.
Product Launch Marketing
A first of it’s kind, The Blueprint to Modern Product Launch Marketing eBook is your guide to building a winning product launch strategy in the digital age.
Get your copy and learn how to:
- Identify your target audience
- Facilitate the buyer’s journey with engaging, consistent content
- Enable internal teams with the right messaging
- Measure your success
Did you know 95% of new product launches fail? Find out why and learn how to buck the trend with this on-demand webinar from Salesforce and Kapost. In it you’ll learn how to build a content-centric product launch strategy that actually works.
Put the sales /marketing alignment dilemma to rest with the six tenants to sales enablement greatness.
From learning how to make smart investments in technology that empowers cross-departmental visibility and communication to defining revenue responsibilities and goals across sales and marketing, the Marketer’s Guide to Sales Enablement is your fast-track guide to better sales enablement strategies.
The Sales Enablement Reboot Worksheet is a free template for auditing your current sales enablement processes. This worksheet challenges marketers to surface both the strengths and weaknesses of the sales enablement process.
Answer cross-functional questions like:
- Who’s responsible for each individual task?
- Are sales and marketing accountable to the same metrics?
- What are the technologies being used for sales vs. marketing? And where can those overlap?
- What are the pain points in communicating new marketing to sales?
Getting marketing and sales to rally around the same goal may sound simple, but when teams aren’t playing by the same rules—or held accountable for their contribution to meeting those goals—tension arises.
In this on-demand webinar from Pardot, Bob Kelly, Founder & Chairman of The Sales Management Association, and Katie Doyle, Product Marketing Director at Pardot, walk through how to address tense scenarios, and how to eliminate common roadblocks on the path to becoming a sales and marketing super team.
Content is core to each stage in the buyer’s journey. From first touch to last—content drives engagement and trust in your brand. But, when 65% of the content B2B marketers create goes unused, it points to costly inefficiencies in content creation and discoverability.
Watch the on-demand webinar How to Enable Sales and Share Content Internally with Kapost Gallery to learn how Kevin Goldberg, Senior Content Marketing Manager at AppDynamics, used a content hub to empower salespeople—and help marketing drive results—with accessible, relevant, and trackable content.
Do you have a product marketing resources you love that’s not on this list? Let us know!
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