The Role of Product Marketing
Question: "What does product marketing do?"
In PMTK, Product Marketing is outbound activities that generate product awareness, differentiation, and demand.
Derived from the aforementioned, the PMTK Product Marketer is a strategic role that guides those outbound activities.
The product marketer is tasked with attaining Superior Perceived Value, a state where customers perceive the product gives a net value more positive than its alternatives. This is the product marketer's goal.
According to the Blackblot Marketing Domain Model, there are three product marketing methods: price emphasis, feature emphasis, and value emphasis.
The value emphasis method is intricate but considered most effective with most products and in most markets.
The value emphasis method factors-in elements of the promise of quality, customer expectations, value propositions, product positioning, core competency, and competitive advantage into effective product messaging.
The proper mix of product messaging will create Superior Perceived Value, in turn generating product differentiation and demand.