{"id":116857,"date":"2024-09-16T21:02:16","date_gmt":"2024-09-16T21:02:16","guid":{"rendered":"https:\/\/userpilot.com\/blog\/what-does-a-product-marketing-manager-do\/"},"modified":"2026-02-26T22:43:48","modified_gmt":"2026-02-26T22:43:48","slug":"what-does-a-product-marketing-manager-do","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/what-does-a-product-marketing-manager-do\/","title":{"rendered":"What Does a Product Marketing Manager Do? 8 Key Responsibilities"},"content":{"rendered":"<h2 id=\"90kf4\"><strong>Who is a product marketing manager?<\/strong><\/h2>\n<p>A product marketing manager (PMM) is responsible for a product&#8217;s positioning, messaging, and branding.<\/p>\n<p>They work at the intersection of development, marketing, and sales. Ultimately, a product marketing manager&#8217;s main objective is to create and execute a marketing strategy that will boost demand and adoption for the product.<\/p>\n<h2 id=\"5bgrd\">Product marketing manager vs product manager<\/h2>\n<p>You might think a <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing<\/a> manager and a product manager have very similar jobs, but <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-vs-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">there are some differences.<\/a><\/p>\n<p><strong><a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product managers<\/a> <\/strong>are responsible for the overall vision and <a href=\"https:\/\/userpilot.com\/blog\/product-strategy-development\/\" target=\"_blank\" rel=\"noopener noreferrer\">strategic oversight<\/a> of a product. They work with stakeholders to define features, build a product roadmap, and collaborate with the team.<\/p>\n<p><strong>Product marketing managers<\/strong> are responsible for the product&#8217;s positioning, messaging, and branding. They work with product managers to understand the<a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\"> key value proposition<\/a> and target market, then devise marketing campaigns that will drive demand.<\/p>\n<p>In cross-functional teams, it&#8217;s pivotal that the PM and product marketing manager work closely together.<\/p>\n<h2 id=\"7j6p4\"><strong>What does a product marketing manager do?<\/strong><\/h2>\n<p>Product marketing managers have a varied job description and the role might look very different from one company to the next.<\/p>\n<p>However, most PMMs will:<\/p>\n<ul>\n<li><strong>Conduct <a href=\"https:\/\/userpilot.com\/blog\/market-research-survey-questions-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">market research<\/a>: <\/strong>Build an understanding of the market, analyze competitors and potential customers, and identify trends in the market.<\/li>\n<li><strong>Create and map buyer personas: <\/strong><a href=\"https:\/\/userpilot.com\/blog\/how-to-create-a-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\">Define personas<\/a> capturing different types of target customers (including their <a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">pain points<\/a>, challenges, and jobs to be done).<\/li>\n<li><strong>Define the <a href=\"https:\/\/userpilot.com\/blog\/customer-perceived-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">value<\/a> proposition and<a href=\"https:\/\/userpilot.com\/blog\/product-positioning-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\"> positioning<\/a> of the product: <\/strong>What is your &#8216;unfair advantage&#8217; compared to your competitors in the eyes of your target audience?<\/li>\n<li><strong>Develop and execute a <a href=\"https:\/\/userpilot.com\/blog\/best-gtm-strategy-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">go-to-market strategy<\/a>: <\/strong>Execution is important: this is about defining a clear plan to get a new product out in front of potential buyers and drive sales.<\/li>\n<li><strong>Create a practical marketing strategy and run different marketing campaigns: <\/strong>Define communication channels and approach (i.e. SEO versus paid ads versus other sorts of lead generation), considering different pricing strategies.<\/li>\n<li><strong>Collaborate with product management on <a href=\"https:\/\/userpilot.com\/blog\/product-launch-success\/\" target=\"_blank\" rel=\"noopener noreferrer\">product launches<\/a>: <\/strong>As well as pushing code live, ensuring it lands smoothly with users is just as important.<\/li>\n<li><strong>Gather and process<a href=\"https:\/\/userpilot.com\/blog\/user-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer feedback<\/a>: <\/strong>Whether it&#8217;s through focus groups, internal teams, or analytics, PMMs are well-equipped to gather feedback from target customers after a product launch.<\/li>\n<li><strong>Drive <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">account expansion<\/a> through upsells and cross-sells: <\/strong>Good PMMs work with the product manager and sales team to optimize customers&#8217; lifetime value and boost sales.<\/li>\n<\/ul>\n<p><!-- Main container for the interactive quiz --><\/p>\n<div id=\"pmm-quiz-container\">\n    <!-- Progress Bar --><\/p>\n<div id=\"pmm-progress-container\">\n<div id=\"pmm-progress-bar\"><\/div>\n<\/p><\/div>\n<p>    <!-- Slide 1: First Question --><\/p>\n<div id=\"pmm-slide-1\" class=\"pmm-quiz-slide active\">\n<h3>A PMM&#8217;s role is a mix of a few departments. Which trio is the most accurate description of what a product marketing manager does?<\/h3>\n<div class=\"pmm-answers\">\n            <button class=\"pmm-answer-btn\">Development, Marketing, and Sales<\/button><br \/>\n            <button class=\"pmm-answer-btn\">Design, HR, and Finance<\/button><br \/>\n            <button class=\"pmm-answer-btn\">Legal, Operations, and Support<\/button>\n        <\/div>\n<\/p><\/div>\n<p>    <!-- Slide 2: Second Question --><\/p>\n<div id=\"pmm-slide-2\" class=\"pmm-quiz-slide\">\n<h3>What&#8217;s a key difference between a Product Manager (PM) and a Product Marketing Manager (PMM)?<\/h3>\n<div class=\"pmm-answers\">\n            <button class=\"pmm-answer-btn\">PMs focus on product vision, PMMs on market positioning.<\/button><br \/>\n            <button class=\"pmm-answer-btn\">PMs write all the code, PMMs only run social media ads.<\/button><br \/>\n            <button class=\"pmm-answer-btn\">There is no real difference; the titles are interchangeable.<\/button>\n        <\/div>\n<\/p><\/div>\n<p>    <!-- Slide 3: Third Question --><\/p>\n<div id=\"pmm-slide-3\" class=\"pmm-quiz-slide\">\n<h3>Which of these is a core responsibility for a PMM when developing a go-to-market strategy?<\/h3>\n<div class=\"pmm-answers\">\n            <button class=\"pmm-answer-btn\">Defining the product&#8217;s value proposition and positioning.<\/button><br \/>\n            <button class=\"pmm-answer-btn\">Managing the company&#8217;s quarterly financial reports.<\/button><br \/>\n            <button class=\"pmm-answer-btn\">Hiring new developers for the engineering team.<\/button>\n        <\/div>\n<\/p><\/div>\n<p>    <!-- Slide 4: Final CTA --><\/p>\n<div id=\"pmm-slide-4\" class=\"pmm-quiz-slide\">\n<h3>You&#8217;ve got a great handle on what a product marketing manager does!<\/h3>\n<p>Ready to see the tools that help them succeed and drive product growth?<\/p>\n<p>        <button id=\"pmm-cta-btn\">See Userpilot in Action<\/button>\n    <\/div>\n<\/div>\n<p><!-- Link to the JavaScript file you will upload to your media library --><br \/>\n<!-- IMPORTANT: Remember to update the src path to the actual URL of the .js file in your WordPress media library --><br \/>\n<script defer src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/what-does-a-product-marketing-manager-do.js\"><\/script><\/p>\n<h2 id=\"6291e\">Product marketing manager skills and qualifications<\/h2>\n<p>Not all PMMs need a bachelor&#8217;s degree in marketing, but every <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing <\/a>manager needs a set of key product marketing skills:<\/p>\n<ul>\n<li><strong>Research and analysis: <\/strong>A deep understanding of paying customers is fundamental to getting comms right. That means being adept at market analysis and competitor analysis.<\/li>\n<li><strong>Digital marketing: <\/strong>They&#8217;ll be able to devise <a href=\"https:\/\/userpilot.com\/blog\/in-app-marketing-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">effective marketing strategies<\/a> in a digital landscape.<\/li>\n<li><strong>Organization: <\/strong>Good PMMs need to be able to translate strategic thinking into reality. Organizing and coordinating other teams gives the product launch a greater chance of success.<\/li>\n<li><strong>Empathy:<\/strong> Remember &#8220;you are not your user&#8221;. Good PMMs are able to help their teams navigate the outside world and take a proactive approach to resolving problems.<\/li>\n<li><strong>Communication skills: <\/strong>One of the specific responsibilities of a PMM is to facilitate effective communication, whether that&#8217;s with the dev team, sales teams, or key stakeholders.<\/li>\n<li><strong>Product management: <\/strong>Many PMMs have a background as a product manager and should still be able to demonstrate key skills (i.e. defining product features, <a href=\"https:\/\/userpilot.com\/blog\/best-gtm-strategy-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">setting product strategy<\/a>).<\/li>\n<\/ul>\n<h2 id=\"m48l\">Key KPIs you should track as a product marketing manager<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/blog\/saas-growth-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Key metrics<\/a> a product marketing manager should be aware of include:<\/p>\n<ul>\n<li><strong>Customer acquisition cost: <\/strong>This tells you the cost to acquire new customers. A product marketing manager should keep a keen eye on this: the higher the cost, the harder your job.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/activation-metrics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activation rate<\/a>: <\/strong>This tells you the proportion of users reaching &#8216;activation&#8217; (experiencing value).<\/li>\n<li><strong>Free to paid <a href=\"https:\/\/userpilot.com\/blog\/saas-average-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">conversion rate<\/a>: <\/strong>This is the ratio of those who start paying versus those who&#8217;ve signed up for a free trial.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Net Promoter Score<\/a>: <\/strong>NPS is a good proxy for customer loyalty. The product marketing manager needs to know if sentiment starts dipping.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/improve-product-adoption-rate-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adoption rate: <\/a><\/strong>This tells you the rate of users trying a feature and gives you a clue as to how it&#8217;s landing in the market.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/average-customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retention rate<\/a>: <\/strong>Good marketing is of no use if you can&#8217;t keep hold of customers. This is the proportion of customers you keep; remember it&#8217;s a lot cheaper than acquisition.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/calculate-lifetime-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer lifetime value<\/a>: <\/strong>This is the total amount a customer spends over the entire customer lifecycle.<\/li>\n<\/ul>\n<h2 id=\"7hmq2\">What tools do product marketing managers work with?<\/h2>\n<p>There are many <a href=\"https:\/\/userpilot.com\/blog\/product-management-software-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">existing products <\/a>and sales tools that help PMMs with their day-to-day tasks. Here are the main categories of tools and examples of software from each:<\/p>\n<ul>\n<li><strong>Project management tools: <\/strong>Trello, Asana, ClickUp, Jira, and ProdPad to rack tasks and improve team productivity.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/software-for-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer feedback<\/a> tools:<\/strong> <a href=\"https:\/\/userpilot.com\/product\/user-sentiment\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>, Typeform, and Usersnap to collect, manage, and analyze feedback from their users.<\/li>\n<li><strong>Digital <a href=\"https:\/\/userpilot.com\/blog\/ai-marketing-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a> tools:<\/strong> HubSpot, Semrush, ConverKit, and BuzzSumo to launch and measure marketing campaigns &#8211; integrate with email marketing, SEO, and <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-tools-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing automation tools.<\/a><\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/product-analytics-tools-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product analytics<\/a> tools:<\/strong> <a href=\"https:\/\/userpilot.com\/product\/product-growth-insights\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>, Amplitude, Heap, Fullstory, Mixpanel. Use these to get objective insights into user behavior and product usage.<\/li>\n<li><strong>Team collaboration tools:<\/strong> Miro, Zoom, Slack, ProductBoard. Different companies use different tools, but they&#8217;re all important to facilitate effective communication and collaboration within product teams.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/userpilot.com\/role\/product-marketing\/\" target=\"_blank\" rel=\"noopener\">Learn how product marketing teams can implement Userpilot.<\/a><\/p>\n<h2 id=\"sman\">What&#8217;s the average salary of product marketing managers?<\/h2>\n<p>Just as roles and responsibilities shift, there&#8217;s a wide salary range. <a href=\"https:\/\/www.glassdoor.com\/Salaries\/product-marketing-manager-salary-SRCH_KO0,25.htm\" target=\"_blank\" rel=\"nofollow noopener\">Glassdoor<\/a> sets out that the average salary for a product marketing manager job is just over $127k.<\/p>\n<h2 id=\"42skv\"><strong>Product marketing manager resources<\/strong><\/h2>\n<p>Here are some of the best resources a savvy product marketing manager might use.<\/p>\n<h3 id=\"efmo6\">Userpilot&#8217;s on-demand webinars for product marketers<\/h3>\n<p>Webinars are some of the past ways to get up-to-the-minute information on trends like <a href=\"https:\/\/userpilot.com\/blog\/product-led-growth-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-led growth<\/a>, build specific domain knowledge, and learn from experts on a range of topics.<\/p>\n<p>You can either join a live webinar or watch the recording later &#8211;\u00a0<span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\"><em>applying\u00a0<\/em>what you&#8217;ve learned is important<\/span>. Sign up for Userpilot\u2019s engaging webinar series <a href=\"https:\/\/pages.userpilot.com\/events\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<h3 id=\"6bat7\">Best books for product marketing managers<\/h3>\n<p>Despite the growth of short-form content, <a href=\"https:\/\/userpilot.com\/blog\/onboarding-books\/\" target=\"_blank\" rel=\"noopener noreferrer\">books<\/a> are still a valuable source of information. Here is a compilation of books we personally like:<\/p>\n<ul>\n<li><strong>Product Rantz by Emilia Korczynska. <\/strong>A light-hearted read from the Head of Marketing at Userpilot, covering the best and worst product practices.<\/li>\n<li><strong>Product-led Onboarding by Ramli John. <\/strong>This book sets out a different way of thinking about the onboarding process: driving engagement from the product itself.<\/li>\n<li><strong>Continuous Discovery Habits by Teresa Torres. <\/strong>Sets out a sustainable approach to learning more about your users and building the features that work for them.<\/li>\n<li><strong>\u201cHooked\u201d by Nir Eyal. <\/strong>Sets out how to build addictive products that&#8217;ll suck users in and capture attention.<\/li>\n<li><strong>\u201cContagious\u201d by Jonah Berger. <\/strong>A punchy and focused book on building word-of-mouth virality.<\/li>\n<li><strong>\u201cThe 1-Page Marketing Plan\u201d by Allan Dib. <\/strong>Simplifying the complex world of marketing plans.<\/li>\n<li><strong>The Effortless Experience by Matthew Dixon, Nick Toman, and Rick Delisi. <\/strong>Focusing on developing customer loyalty as the best form of marketing and retention.<\/li>\n<\/ul>\n<h3 id=\"1r06s\">Best conferences for learning product marketing<\/h3>\n<p>There&#8217;s been a resurgence in conferences as a way of building community and learning product marketing. Examples include:<\/p>\n<ol type=\"1\">\n<li><strong><a href=\"https:\/\/product-drive-2023.heysummit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product Drive.<\/a> <\/strong>Userpilot&#8217;s fast-growing, dynamic conference brings the best in class to the stage for a huge range of engaging talks.<\/li>\n<li><strong>Grow London. <\/strong>An in-person and online event organized by HubSpot. Past speakers include Eileen Burbidge (Passion Capital), Will Wallace (Google) and Steve Bartlett (Social Chain, Diary of a CEO).<\/li>\n<li><strong>Turing Fest. <\/strong>Brings the best minds in global tech to Edinburgh, to share what they\u2019ve learned building and scaling incredible products and businesses<\/li>\n<\/ol>\n<h3 id=\"ei43b\">Product Led Growth community<\/h3>\n<p>The power of community shouldn&#8217;t be taken for granted &#8211; consider this from marketing legend Seth Godin:<\/p>\n<blockquote><p>\u201cThe web can do amazing things but it can\u2019t provide leadership. That has to come from individuals with passion.\u201d<\/p><\/blockquote>\n<p>Engage with an online community of like-minded people, like<a href=\"https:\/\/productled.com\/\" target=\"_blank\" rel=\"nofollow noopener\"> ProductLed<\/a>: you can discuss ideas in Slack, browse their website, zip through the blog, and access specialist books.<\/p>\n<h3 id=\"6517j\"><strong>Product Marketing Alliance courses and learning resources<\/strong><\/h3>\n<p>There&#8217;s less focus than ever on formal or traditional education.<\/p>\n<p>The <a href=\"https:\/\/productmarketingalliance.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product Marketing Alliance<\/a> is a global organization dedicated to product marketing as a discipline. There are articles, an engaged online community, a podcast, courses, and even a job board for those job hunting.<\/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-alliance_e191c188ddb8dfc08920193965ee8300_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/product-marketing-alliance_e191c188ddb8dfc08920193965ee8300_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/product-marketing-alliance_e191c188ddb8dfc08920193965ee8300_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/product-marketing-alliance_e191c188ddb8dfc08920193965ee8300_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/product-marketing-alliance_e191c188ddb8dfc08920193965ee8300_800.jpg\" alt=\"Screenshot of Product Marketing Alliance\" \/><\/picture><figcaption>Engage with a like-minded community.<\/figcaption><\/figure>\n<h2 id=\"buc05\">Conclusion<\/h2>\n<p>That wraps up our spin through the world of product marketing managers.<\/p>\n<p>Hopefully, you better understand the important role a product marketer plays in any multi-disciplinary team!<\/p>\n<p>If you want to build product experiences code-free, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book a demo call<\/a> with our team and get started! Check out the banner below for more information.<\/p>\n<div class=\"poptin-embedded\" data-id=\"616a658c4a50a\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A product marketing manager (PMM) is responsible for a product&#8217;s positioning, messaging, and branding. They work at the intersection of development, marketing, and sales. In this article, we will cover the key responsibilities of PMMs, as well as discuss the skills needed to succeed in this role. We will also point our readers toward some amazing resources for development.<\/p>\n","protected":false},"author":24,"featured_media":247330,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[48],"tags":[494,5130,796,417,215,418,5129],"class_list":["post-116857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-user-onboarding-category","tag-customer-engagement-marketing","tag-market-strategy","tag-marketing","tag-pmm","tag-product-manager","tag-product-marketing-manager","tag-product-positioning"],"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>What Does a Product Marketing Manager Do? 8 Responsibilities<\/title>\n<meta name=\"description\" content=\"What does a product marketing manager do? B2B companies are increasingly hiring PMMs, so this is a question many marketers are interested in.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/what-does-a-product-marketing-manager-do\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Does a Product Marketing Manager Do? 8 Responsibilities\" \/>\n<meta property=\"og:description\" content=\"What does a product marketing manager do? 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