{"id":10695,"date":"2024-09-28T06:01:36","date_gmt":"2024-09-28T06:01:36","guid":{"rendered":"https:\/\/userpilot.com\/blog\/product-marketing-vs-marketing\/"},"modified":"2026-03-19T08:05:45","modified_gmt":"2026-03-19T08:05:45","slug":"product-marketing-vs-marketing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/product-marketing-vs-marketing\/","title":{"rendered":"Product Marketing vs Marketing: Differences &#038; Similarities"},"content":{"rendered":"<p>The differences between product marketing vs traditional marketing start with their varying focuses. While marketing drives overall brand awareness and demand, <a href=\"https:\/\/userpilot.com\/role\/product-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing<\/a> centers on promoting specific products to boost adoption and retention.<\/p>\n<p>The differences just keep building on from here, extending to their methodologies and the customer journey stages that each one targets.<\/p>\n<p>We know trying to distinguish between the two can get confusing. This article will help, deep-diving into everything product marketing related, such as:<\/p>\n<ul>\n<li>Differences and similarities in product and traditional marketing.<\/li>\n<li>Product marketing\u2019s role in marketing.<\/li>\n<li>A product marketing manager&#8217;s responsibilities.<\/li>\n<li>A product marketing team&#8217;s organizational structure.<\/li>\n<li>Product marketing KPIs and examples.<\/li>\n<\/ul>\n<h2 id=\"5kbnt\"><strong>What is product marketing?<\/strong><\/h2>\n<p><a href=\"https:\/\/userpilot.com\/blog\/b2b-product-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product marketing<\/a> focuses on all the processes involved in bringing a product to market and promoting it to the target market. This includes multiple facets, such as:<\/p>\n<ul>\n<li>Understanding <a href=\"https:\/\/userpilot.com\/blog\/customer-needs-assessment\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer needs<\/a>.<\/li>\n<li>Defining <a href=\"https:\/\/userpilot.com\/blog\/product-positioning\/\" target=\"_blank\" rel=\"noopener noreferrer\">product positioning<\/a>.<\/li>\n<li>Compelling marketing communications to highlight the product&#8217;s unique value.<\/li>\n<\/ul>\n<p>However, <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing&#8217;s role<\/a> doesn&#8217;t end after the product launch. Instead, product marketers must actively evaluate post-launch performance and continuously <a href=\"https:\/\/userpilot.com\/blog\/how-to-collect-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">gather customer feedback<\/a> to refine product features.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/product-marketing-venn-diagram_bda3b64a2399a17887d51700428b3738_800.png 1x, https:\/\/images.storychief.com\/account_6827\/product-marketing-venn-diagram_bda3b64a2399a17887d51700428b3738_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/product-marketing-venn-diagram_bda3b64a2399a17887d51700428b3738_800.png 1x, https:\/\/images.storychief.com\/account_6827\/product-marketing-venn-diagram_bda3b64a2399a17887d51700428b3738_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/product-marketing-venn-diagram_bda3b64a2399a17887d51700428b3738_800.png\" alt=\"Product marketing vs marketing\" \/><\/picture><figcaption>Source: <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"b80hu\">Differences between product marketing and marketing<\/h2>\n<p>In the product marketing vs traditional marketing debate, many key differences emerge. Understanding these differences is crucial for companies looking to optimize brand marketing efforts and effectively reach their target market. Here are a few of them:<\/p>\n<p><strong>Focus<\/strong>:<\/p>\n<ul>\n<li>Marketing helps with sales enablement, creating demand by putting the word out about your product and acquiring <a href=\"https:\/\/userpilot.com\/blog\/mql-to-sql-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Qualified Leads (MQLs)<\/a> for the sales teams.<\/li>\n<li>Product marketing uses the product as the primary driver for acquisition with a focus on driving product growth across <a href=\"https:\/\/userpilot.com\/blog\/customer-lifecycle-marketing-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">different stages of the funnel\/customer journey<\/a>.<\/li>\n<\/ul>\n<p><strong>Methodology<\/strong>:<\/p>\n<ul>\n<li>Traditional marketing strategy promotes brand awareness through ads and campaigns, like email marketing.<\/li>\n<li>Product marketing encourages potential customers from the target audience to try the product via trials and <a href=\"https:\/\/userpilot.com\/blog\/freemium-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">freemium models<\/a>.<\/li>\n<\/ul>\n<p><strong>Customer Journey Stages<\/strong>:<\/p>\n<ul>\n<li>Marketing primarily targets the top of the funnel (awareness and interest).<\/li>\n<li>In contrast, a product marketer focuses on all stages, i.e., activation, adoption, retention, and referral.<\/li>\n<\/ul>\n<p>Let&#8217;s understand these differences better using Spotify as an example.<\/p>\n<p>Traditional marketing campaigns for a streaming platform like Spotify will include writing ad copy that clearly states their mission as a music streaming software. They could also <a href=\"https:\/\/userpilot.com\/blog\/saas-landing-page-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">create several landing pages<\/a> comparing themselves to their competitors.<\/p>\n<p>Product marketing efforts, on the other hand, go a step further than these acquisition and awareness strategies. They revolve around driving engagement inside the app and <a href=\"https:\/\/userpilot.com\/blog\/freemium-to-premium\/\" target=\"_blank\" rel=\"noopener noreferrer\">increasing freemium to paid conversion<\/a>.<\/p>\n<h2 id=\"a9etv\">Similarities between product marketing and marketing<\/h2>\n<p>Product marketing is part of marketing, after all. So, it comes as no surprise that the two share certain similarities as well, such as:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/user-research-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">User research<\/a><\/strong>: Traditional and product marketing managers rely on <a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">understanding customer needs<\/a> through comprehensive research. This translates into creating detailed buyer personas, which help tailor strategies to enhance customer acquisition and <a href=\"https:\/\/userpilot.com\/blog\/retention-rate-meaning\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention rates<\/a>.<\/li>\n<li><strong>Effective targeting<\/strong>: The two emphasize the importance of <a href=\"https:\/\/userpilot.com\/blog\/customer-interactions-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">understanding customer interactions<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collecting feedback<\/a> to accurately target prospective customers, allowing for personalized messaging and positioning.<\/li>\n<li><strong>Content marketing strategy<\/strong>: Since the two teams typically work closely, their content plans are alike. Both leverage content marketing strategies to <a href=\"https:\/\/userpilot.com\/blog\/customer-engagement-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">engage customers<\/a>, build emotional connections, and <a href=\"https:\/\/userpilot.com\/blog\/create-user-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimize user journeys<\/a>, ensuring effective marketing communications to convey value.<\/li>\n<li><strong>Cross-channel promotion<\/strong>: Lastly, both rely on multiple channels to reach the respective target audience, whether through digital, social media, or traditional methods.<\/li>\n<\/ul>\n<h2 id=\"6j99d\"><strong>Product marketing\u2019s role in marketing<\/strong><\/h2>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product marketing<\/a> is a form of marketing that requires you to keep pushing the product to your target user at each stage of their journey.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/animaker-testimonial_5bd233c0e7fbc45e95caa09497d27d4a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/animaker-testimonial_5bd233c0e7fbc45e95caa09497d27d4a_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/animaker-testimonial_5bd233c0e7fbc45e95caa09497d27d4a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/animaker-testimonial_5bd233c0e7fbc45e95caa09497d27d4a_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/animaker-testimonial_5bd233c0e7fbc45e95caa09497d27d4a_800.png\" alt=\"Product marketing vs marketing description\" \/><\/picture><figcaption>Source: <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>The role of the product marketing team in your company will depend on your size and company needs, but these are the common responsibilities:<\/p>\n<ul>\n<li>Gather and translate the <a href=\"https:\/\/userpilot.com\/blog\/voice-of-the-customer\" target=\"_blank\" rel=\"noopener noreferrer\">voice of the customer<\/a> across each stage of the user journey.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/feature-adoption-101\/\" target=\"_blank\" rel=\"noopener noreferrer\">Driving product adoption<\/a>, retention, and advocacy.<\/li>\n<li>Defines the <a href=\"https:\/\/userpilot.com\/blog\/product-positioning-strategies-misconceptions-in-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product positioning<\/a> and delivers its value through constant messaging that resonates with the market and end-user persona.<\/li>\n<\/ul>\n<p>The role of product marketing extends beyond the regular responsibilities of a marketing team to look at the entire funnel and keep driving users to the next stages across the <a href=\"https:\/\/userpilot.com\/blog\/new-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">user adoption flywheel<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-adoption-flywheel_18a7eba1f6a5d06b135e4ea96265410e_800.png 1x, https:\/\/images.storychief.com\/account_6827\/user-adoption-flywheel_18a7eba1f6a5d06b135e4ea96265410e_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-adoption-flywheel_18a7eba1f6a5d06b135e4ea96265410e_800.png 1x, https:\/\/images.storychief.com\/account_6827\/user-adoption-flywheel_18a7eba1f6a5d06b135e4ea96265410e_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-adoption-flywheel_18a7eba1f6a5d06b135e4ea96265410e_800.png\" alt=\"Different stages of the customer's journey\" \/><\/picture><figcaption>Source: <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"d2tfo\"><strong>Main responsibilities of a product marketing manager<\/strong><\/h2>\n<p>Product marketers or product marketing managers perform various roles across the product\u2019s lifespan. These vary from positioning, targeting, and messaging to creating a go-to-market strategy, content writing, and <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">user onboarding<\/a>. Let&#8217;s go over each responsibility in greater detail below.<\/p>\n<ul>\n<li><strong>Positioning<\/strong>: Product marketers must craft a clear value proposition to present the product effectively to target users and <a href=\"https:\/\/userpilot.com\/blog\/customer-perception-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">shape customer perceptions<\/a>.<\/li>\n<li><strong>Targeting and messaging<\/strong>: Gain in-depth knowledge of <a href=\"https:\/\/userpilot.com\/blog\/user-persona-template-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user personas<\/a>, including their pain points and success criteria. This enables product marketing managers to create tailored messages that resonate with users, ensuring effective communication of the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">product&#8217;s value<\/a> at the right moments.<\/li>\n<li><strong>Creating the go-to-market strategy<\/strong>: Product marketers must develop a comprehensive plan for launching the product and guiding users through each funnel stage to <a href=\"https:\/\/userpilot.com\/blog\/product-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">drive conversion<\/a>. This details aspects like target users, competitive landscape, and the optimal mix of marketing tactics.<\/li>\n<li><strong>Driving demand with content writing<\/strong>: The product marketing manager must utilize SEO and content creation to drive awareness and demand. This includes looking after customer success by <a href=\"https:\/\/userpilot.com\/blog\/proactive-help\/\" target=\"_blank\" rel=\"noopener noreferrer\">proactively addressing<\/a> user questions and integrating the product into relevant content.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/user-onboarding\/\">User onboarding with<\/a> in-app communication<\/strong>: Finally, product marketers must <a href=\"https:\/\/userpilot.com\/blog\/best-onboarding-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimize the user\u2019s onboarding experience<\/a> to improve activation, adoption, retention, and <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">account expansion<\/a>. This includes using in-app messages to guide users, promote key features, and collect feedback.<\/li>\n<\/ul>\n<h2 id=\"6qgcb\"><strong>Organizational structure of a product marketing team<\/strong><\/h2>\n<p>Every <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing team<\/a> is different and structured to fit the company\u2019s needs, size, product type, etc.<\/p>\n<p>Remember that your product marketing team will be driving customer progression across each stage of the <a href=\"https:\/\/userpilot.com\/blog\/user-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">user journey<\/a>.<\/p>\n<p>Because of this, you need to figure out the various skill sets you\u2019ll need to achieve overall success on the budget you have.<\/p>\n<p>A typical <a href=\"https:\/\/userpilot.com\/blog\/product-team-structure\/\" target=\"_blank\" rel=\"noopener noreferrer\">product team<\/a>, however includes these key roles:<\/p>\n<ul>\n<li><strong>Head of Product Marketing\/Product Marketing Manager<\/strong>: Oversees the whole team.<\/li>\n<li><strong>Growth Product Marketer<\/strong>: Focuses on optimizing in-app experiences using <a href=\"https:\/\/userpilot.com\/blog\/ab-testing-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B tests<\/a>, feedback, etc.<\/li>\n<li><strong>Content Marketing Manager<\/strong>: Structures and plans your content strategy to attract demand and drive prospective customers to signups\/<a href=\"https:\/\/userpilot.com\/blog\/saas-free-trial-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">free trials<\/a>.<\/li>\n<li><strong>Customer Success Manager<\/strong>: Helps both existing and new users with the various <a href=\"https:\/\/userpilot.com\/blog\/friction-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">friction points<\/a> they may experience with your product.<\/li>\n<li><strong>SEO Specialist<\/strong>: Ensures you\u2019re visible to the right users you\u2019ve positioned your product for.<\/li>\n<li><strong>Chief Marketing Officer<\/strong>: Oversees all your marketing efforts.<\/li>\n<\/ul>\n<h2 id=\"95tqr\"><strong>Important product marketing KPIs<\/strong><\/h2>\n<p>Product marketers typically cover each stage of the customer journey. So the success of each strategy implemented is measured by <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-kpi\/\" target=\"_blank\" rel=\"noopener noreferrer\">tracking several KPIs<\/a>, at each stage.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-measure-product-marketing-success_e3d98c305436663b939761650d246f0b_800.png 1x, https:\/\/images.storychief.com\/account_6827\/how-to-measure-product-marketing-success_e3d98c305436663b939761650d246f0b_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-measure-product-marketing-success_e3d98c305436663b939761650d246f0b_800.png 1x, https:\/\/images.storychief.com\/account_6827\/how-to-measure-product-marketing-success_e3d98c305436663b939761650d246f0b_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/how-to-measure-product-marketing-success_e3d98c305436663b939761650d246f0b_800.png\" alt=\"Product marketing KPIs\" \/><\/picture><figcaption>Source: <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>These KPIs are indicators of how well or not you\u2019re doing. They include:<\/p>\n<ul>\n<li><strong>Customer journey KPIs to track<\/strong>: Conversion rates and velocity metrics.<\/li>\n<li><strong>Acquisition stage KPIs to track<\/strong>: CAC, <a href=\"https:\/\/userpilot.com\/blog\/free-trial-length-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Free Trial signups<\/a>, or <a href=\"https:\/\/userpilot.com\/blog\/free-trial-vs-demo-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Demos booked<\/a>.<\/li>\n<li><strong>Activation stage KPIs to track<\/strong>: <a href=\"https:\/\/userpilot.com\/blog\/user-activation-benchmarks\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activation Rate<\/a> and Average <a href=\"https:\/\/userpilot.com\/blog\/time-to-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">Time to Value<\/a>.<\/li>\n<li><strong>Adoption stage KPIs to track<\/strong>: Active User, <a href=\"https:\/\/userpilot.com\/blog\/user-engagement-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">DAU to MAU ratio<\/a>, or <a href=\"https:\/\/userpilot.com\/blog\/feature-adoption-101\/\">Feature Adoption<\/a> Rate.<\/li>\n<li><strong>Retention stage KPIs to track<\/strong>: <a href=\"https:\/\/userpilot.com\/blog\/reduce-churn-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer Churn, Revenue Churn<\/a>, LTV, <a href=\"https:\/\/userpilot.com\/blog\/ltv-cac-ratio-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">LTV to CAC ratio<\/a>, or User Retention Rate.<\/li>\n<li><strong>Revenue (Referral) stage KPIs to track<\/strong>: <a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Net Promoter Score (NPS)<\/a>.<\/li>\n<\/ul>\n<h2 id=\"74og7\"><strong>Product marketing examples<\/strong><\/h2>\n<p>Let\u2019s look at how three different brands are using product marketing to <a href=\"https:\/\/userpilot.com\/blog\/saas-product-growth-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase product growth<\/a> and boost customer success.<\/p>\n<h3 id=\"6ivkf\"><strong>#1 \u2013 Talana uses an onboarding checklist to drive engagement<\/strong><\/h3>\n<p>Talana needed a more streamlined onboarding process to <a href=\"https:\/\/userpilot.com\/blog\/customer-training-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">train new users better<\/a>. Their solution was simple &#8211; adopting <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a> to create enhanced onboarding experiences, such as checklists and <a href=\"https:\/\/userpilot.com\/blog\/interactive-walkthrough-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">interactive walkthroughs<\/a>.<\/p>\n<p>Those two seemingly simple features are key product marketing tools that help <a href=\"https:\/\/userpilot.com\/blog\/reduce-time-to-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">reduce time to value<\/a>. Here&#8217;s how:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-checklist-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">Onboarding checklists<\/a> <\/strong>provide structured guidance, making users aware of the product&#8217;s benefits and ensuring they engage with key features.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/interactive-walkthroughs-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Interactive walkthroughs<\/a><\/strong> visually demonstrate how to use specific features in real-time, allowing users to quickly grasp the product&#8217;s value, leading to <a href=\"https:\/\/userpilot.com\/blog\/how-to-increase-user-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">faster adoption<\/a>.<\/li>\n<\/ul>\n<p>You can also create checklists such that each task triggers a relevant walkthrough, which is what Talana did for some clever product marketing. <a href=\"https:\/\/userpilot.com\/blog\/talana-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">Explore Talana&#8217;s case study<\/a> in-depth to learn similar insights and takeaways about their journey with Userpilot.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/talana-onboarding-checklist-with-userpilot_96c24f4b4d182b4c3683e2159e56b4b1_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/talana-onboarding-checklist-with-userpilot_96c24f4b4d182b4c3683e2159e56b4b1_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/talana-onboarding-checklist-with-userpilot_96c24f4b4d182b4c3683e2159e56b4b1_800.png\" alt=\"Talana's onboarding checklist built in Userpilot\" \/><\/picture><figcaption>Talana\u2019s checklist created using <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"fm0k7\"><strong>#2 \u2013 HubSpot uses highly optimized content marketing to solve their target audience needs<\/strong><\/h3>\n<p>Content marketing is different in a product marketing vs marketing scene. While a typical <a href=\"https:\/\/userpilot.com\/blog\/content-marketing-vs-product-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">content marketing strategy<\/a> will include just blog posts, product content marketing includes much more.<\/p>\n<p>HubSpot, for example, has a \u2018Build My Persona\u2019 tool which is an engaging way of <a href=\"https:\/\/userpilot.com\/blog\/solving-customer-problems\/\" target=\"_blank\" rel=\"noopener noreferrer\">solving their customers\u2019 problem<\/a> of developing clear and comprehensive user personas.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/hubspot-build-my-persona-tool_b4f53a791622f870a0b18c0f3551c4b2_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/hubspot-build-my-persona-tool_b4f53a791622f870a0b18c0f3551c4b2_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/hubspot-build-my-persona-tool_b4f53a791622f870a0b18c0f3551c4b2_800.png\" alt=\"Hubspot's make my persona tool image\" \/><\/picture><figcaption>HubSpot&#8217;s \u201cBuild My Persona\u201d tool.<\/figcaption><\/figure>\n<p>Once you\u2019re done answering the questions, you get a detailed breakdown of your user persona, which they create with the data you provide.<\/p>\n<p>Most product marketers go the route of developing content like this because it\u2019s a quick and more engaging way of getting prospective customers into your <a href=\"https:\/\/userpilot.com\/blog\/product-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">product funnel<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/make-my-persona-overview_ba6cf23a8e54f2f184fe3ac1b50cf5c0_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/make-my-persona-overview_ba6cf23a8e54f2f184fe3ac1b50cf5c0_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/make-my-persona-overview_ba6cf23a8e54f2f184fe3ac1b50cf5c0_800.png\" alt=\"Make my persona overview\" \/><\/picture><figcaption>Overview of HubSpot\u2019s persona-building tool.<\/figcaption><\/figure>\n<h3 id=\"8cb0p\"><strong>#3 \u2013 RecruitNow uses in-app onboarding micro surveys to enhance the product experience<\/strong><\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/onboarding-survey-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Onboarding surveys<\/a> are great for collecting data from new signups about their roles, industry, or the solution they&#8217;re interested in. This data offers <a href=\"https:\/\/userpilot.com\/blog\/customer-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">valuable customer insights<\/a> to better inform your product marketing strategy.<\/p>\n<p>That&#8217;s exactly what RecruitNow does. It uses Userpilot to <a href=\"https:\/\/userpilot.com\/blog\/microsurveys-saas-product\/\" target=\"_blank\" rel=\"noopener noreferrer\">design microsurveys<\/a> for gathering new user data. Then, based on this data, it creates <a href=\"https:\/\/userpilot.com\/blog\/personalized-onboarding-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalized onboarding experiences<\/a>, introducing users to features and flows that benefit their <a href=\"https:\/\/userpilot.com\/blog\/jobs-to-be-done-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">jobs-to-be-done (JTBD)<\/a>.<\/p>\n<p>To discover more tips for improving onboarding flows, <a href=\"https:\/\/userpilot.com\/blog\/recruitnow-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">explore RecruitNow&#8217;s case study<\/a> in greater detail.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/recruitnow-onboarding-experience-with-userpilot_46a9927ae242e4e5ede9ab5f7000de88_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/recruitnow-onboarding-experience-with-userpilot_46a9927ae242e4e5ede9ab5f7000de88_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/recruitnow-onboarding-experience-with-userpilot_46a9927ae242e4e5ede9ab5f7000de88_800.png\" alt=\"Creating RecruitNow's onboarding flow\" \/><\/picture><figcaption>RecruitNow onboarding survey built using <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"1cogt\"><strong>Product marketing tools and software to have in your stack<\/strong><\/h2>\n<p>To nurture the growth and transition happening at each stage, you need the <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-tools-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">right product tools<\/a> to help you engage and keep customers happy while also meeting your team\u2019s needs.<\/p>\n<p>Luckily, a lot of the jobs to be done at each stage of the sales cycle can be automated. This way, your product team can stay focused on <a href=\"https:\/\/userpilot.com\/blog\/customer-development-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer development<\/a> and implementing insights found.<\/p>\n<p>Here\u2019s a list of some product <a href=\"https:\/\/userpilot.com\/blog\/saas-marketing-automation-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing jobs that can be automated<\/a> and the necessary tools to have in your stack:<\/p>\n<ul>\n<li>Product adoption tools: <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>, Pendo, WalkMe.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/in-app-training_f610d2c8868f59d2f1a8c295e13cb945.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/in-app-training_f610d2c8868f59d2f1a8c295e13cb945.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/in-app-training_f610d2c8868f59d2f1a8c295e13cb945.gif\" alt=\"In-app walkthrough\" \/><\/picture><figcaption>In-app training example built with Userpilot.<\/figcaption><\/figure>\n<p>Looking to automate in-app onboarding and increase product adoption and retention?<a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\"> Get a Userpilot demo<\/a> and see how you can do it.<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/email-marketing-automation-tools\/\">Email automation tools<\/a><\/strong>: Active Campaign, <a href=\"http:\/\/customer.io\/\" target=\"_blank\" rel=\"nofollow noopener\">Customer.io<\/a>, Drip.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/self-service-support-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Self-serve support<\/a><\/strong>: Userpilot, Intercom, Zendesk.<\/li>\n<li><strong>User communication<\/strong>: HubSpot chatbot, Intercom chatbot, Drift chatbot.<\/li>\n<li><strong>Social media tools<\/strong>: Kontentino, Buffer, Hootsuite.<\/li>\n<li><strong>Paid campaign automation<\/strong>: AdRoll, Adzooma, AdExpresso.<\/li>\n<\/ul>\n<h2 id=\"8h05q\"><strong>Conclusion<\/strong><\/h2>\n<p>You can&#8217;t really pick one marketing type over the other since there is no one-size-fits-all marketing hack to improve product adoption and growth.<\/p>\n<p>Instead, focus on what your audience needs from you. Do they need to learn about your brand? Then, stick to traditional marketing. Are they looking for specific solutions or features? Then, it&#8217;s time for product marketing. As long as you&#8217;re putting your customer front and center, things will run smoothly!<\/p>\n<p>Looking for ways to refine your product marketing strategy? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Get a Userpilot Demo <\/a>and see how you can collect user data and simplify onboarding flows to improve adoption.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There&#8217;s a lot of confusion around product marketing vs marketing. Are they two different forms of marketing and which is best? Here, we answer all of that!<\/p>\n","protected":false},"author":51,"featured_media":244267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[144,143,631,273,299,548],"class_list":["post-10695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-product-marketer","tag-product-marketing","tag-product-marketing-metrics","tag-product-marketing-tools","tag-saas-marketing","tag-saas-product-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product Marketing vs Marketing: Differences &amp; Similarities<\/title>\n<meta name=\"description\" content=\"There&#039;s a lot of confusion around product marketing vs marketing. 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