{"id":3001,"date":"2021-10-20T20:29:30","date_gmt":"2021-10-20T20:29:30","guid":{"rendered":"https:\/\/userpilot.com\/blog\/product-marketing-saas\/"},"modified":"2026-03-18T10:11:05","modified_gmt":"2026-03-18T10:11:05","slug":"what-is-product-marketing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/what-is-product-marketing\/","title":{"rendered":"What Is Product Marketing and Why You Should I Care?"},"content":{"rendered":"<p>Can your business afford <em>not <\/em>to have product marketing? The short answer is: <strong>no.<\/strong><\/p><p>The new trend of <a href=\"https:\/\/userpilot.com\/blog\/product-led-growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-led growth <\/a>in the SaaS world flips the old marketing and sales rulebooks on their heads.<\/p><p>Product <a href=\"https:\/\/userpilot.com\/role\/product-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a> is a large part of this shift. So what does this mean for you?<\/p><figure><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/366266\/BUILD_Ebook.pdf\" target=\"_blank\" rel=\"nofollow noopener\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/Product-Ledbook_c8d2348fca223fbdd7ce6ddb76a9f125_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/Product-Ledbook_c8d2348fca223fbdd7ce6ddb76a9f125_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/Product-Ledbook_c8d2348fca223fbdd7ce6ddb76a9f125_800.png\" alt=\"product led growth\" \/><\/picture><\/a><figcaption>From: BUILD. <a href=\"https:\/\/userpilot.com\/blog\/product-led-growth\/\">Product-Led Growth<\/a>. The End-User Era.<\/figcaption><\/figure><p>In this guide, I&#8217;ll cover everything you need to know about:<\/p><ul><li>what product marketing is<\/li><li>what are the responsibilities of a product marketing manager<\/li><li>the product marketing manager role<\/li><li>marketing department structure<\/li><li>how to build a go-to-market strategy.<\/li><\/ul><p>I&#8217;ve also included some of the best product marketing examples.<\/p><p>So let\u2019s dive in\u2026<\/p><h2 id=\"1what\"><strong>What is product marketing? <\/strong><\/h2><p>When you google \u2018product marketing\u2019, two popular definitions pop up. The first is frustratingly vague: the process of bringing a product to market. The second stresses that it has two distinct roles: before the product launch and after the product launch.<\/p><p>So how should you define product marketing?<\/p><p>A more accurate definition is &#8211; product marketing is a strategic marketing function that sits at the intersection of product, marketing, sales, and customer success. Product marketers are responsible for translating the <a href=\"https:\/\/userpilot.com\/blog\/voice-of-the-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voice of the Customer,<\/a> positioning a product, and communicating its value to the end-user to enable sales and accelerate product adoption and retention.<\/p><p>According to Hubspot, \u201cProduct marketing is the process of bringing a product to market, promoting it, and selling it to a customer.\u201d<\/p><p>In other words, product marketing is laser-focused on your product. Rather than focusing on brand awareness, product marketing is all about improving the product, customer experience, adoption, and retention \u2013 rather than strategies and specific tactics for customer acquisition only.<\/p><p>Product marketing should play an integral role in the entire product lifecycle. After all, the product marketing team is the one who understands the demands and\/or needs of the market, the one who uses this information to inform the shaping of the product, and the one who communicates its value to the market.<\/p><p>A product marketing team\u2019s job is not done once the product enters the market \u2013 they have to get the product to market and keep it there.<\/p><p><!-- Interactive Lead Gen Quiz Container --><\/p><div id=\"pmk-quiz-container\"><p><!-- Progress Bar --><\/p><div id=\"pmk-progress-container\"><div id=\"pmk-progress-bar\"><\/div><\/div><p><!-- Quiz Content --><\/p><div id=\"pmk-quiz-content\"><p><!-- Question 1 --><\/p><div class=\"pmk-question-slide active\"><h3>What is product marketing&#8217;s primary goal?<\/h3><div class=\"pmk-answers\"><button class=\"pmk-answer-btn\">Driving user adoption and retention<\/button><br \/><button class=\"pmk-answer-btn\">Focusing only on acquiring new customers<\/button><br \/><button class=\"pmk-answer-btn\">Managing the product development roadmap<\/button><\/div><\/div><p><!-- Question 2 --><\/p><div class=\"pmk-question-slide\"><h3>Which team does a product marketer collaborate with most?<\/h3><div class=\"pmk-answers\"><button class=\"pmk-answer-btn\">Only the sales team<\/button><br \/><button class=\"pmk-answer-btn\">Only the engineering team<\/button><br \/><button class=\"pmk-answer-btn\">Product, Marketing, Sales, and Customer Success<\/button><\/div><\/div><p><!-- Question 3 --><\/p><div class=\"pmk-question-slide\"><h3>Understanding &#8220;what is product marketing&#8221; involves knowing its role in the product lifecycle. When is it most crucial?<\/h3><div class=\"pmk-answers\"><button class=\"pmk-answer-btn\">Only before the product launch<\/button><br \/><button class=\"pmk-answer-btn\">Throughout the entire product lifecycle<\/button><br \/><button class=\"pmk-answer-btn\">Only after the product has launched<\/button><\/div><\/div><p><!-- Question 4 --><\/p><div class=\"pmk-question-slide\"><h3>What is a key responsibility of a product marketing manager?<\/h3><div class=\"pmk-answers\"><button class=\"pmk-answer-btn\">Writing the product&#8217;s source code<\/button><br \/><button class=\"pmk-answer-btn\">Developing product positioning and messaging<\/button><br \/><button class=\"pmk-answer-btn\">Handling customer support tickets<\/button><\/div><\/div><p><!-- Final CTA Slide --><\/p><div class=\"pmk-question-slide\"><h3>You&#8217;ve got the basics! Ready to see how the best product marketers drive growth?<\/h3><p><a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a> helps product marketers like you increase user activation, <a href=\"https:\/\/userpilot.com\/blog\/feature-adoption-101\/\">feature adoption<\/a>, and conversions with powerful in-app experiences. See it in action.<\/p><p><button id=\"pmk-final-cta\">Book a Demo<\/button><\/p><\/div><\/div><\/div><p><!-- Link to the JavaScript file you will upload to your media library --><br \/><script defer src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2021\/10\/what-is-product-marketing.js\"><\/script><\/p><h3 id=\"2i79n\"><strong>The three pillars of product marketing<\/strong><\/h3><p>Hubspot\u2019s definition can be broken down into three distinct parts.<\/p><figure><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_pillars_9cb8760885c74f8fafb24112942acc93_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_pillars_9cb8760885c74f8fafb24112942acc93_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_pillars_9cb8760885c74f8fafb24112942acc93_800.png\" alt=\"what is product marketing\" \/><\/picture><\/figure><h4><strong>The process of bringing a product to market<\/strong><\/h4><p>The process of bringing your product to market involves making sure you know the market that your product inhabits, and knowing who your ideal customers are. It also involves <a href=\"https:\/\/userpilot.com\/blog\/product-positioning-strategies-misconceptions-in-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">positioning your product<\/a>. You need to figure out your USP and focus your <a href=\"https:\/\/userpilot.com\/blog\/product-go-to-market-strategy\/\">product go-to-market strategy<\/a> around it.<\/p><h4>The process of promoting your product<\/h4><p>If you simply launch your product without telling anyone it exists, then you probably aren\u2019t going to sell very much.<\/p><h4>The process of selling your product to a customer<\/h4><p>If you launch your product and promote it well, you still need the final push that gets the customer over the line.<\/p><p>To do this, you need to have a great sales process in place, and your product needs to be amazing. You need to make sure you <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboard your users<\/a> effectively.<\/p><p>These three pillars of product marketing explain the process from start to finish.<\/p><h3 id=\"190kh\"><strong>Where does product marketing fit in? <\/strong><\/h3><p>When you consider the definition of product marketing, you realize something a little strange.<\/p><p>While most of the processes involved are clearly related to marketing, there are some parts that touch on other areas of a SaaS company.<\/p><p>It turns out that product marketing actually encompasses parts of different departments. Namely, it\u2019s a mixture of marketing, sales, product, and customer success.<\/p><p><img decoding=\"async\" class=\"size-medium wp-image-9594 aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/what-is-Product-Marketing-450x236.png\" alt=\"\" width=\"450\" height=\"236\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/what-is-Product-Marketing-450x236.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/what-is-Product-Marketing-1024x536.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/what-is-Product-Marketing-768x402.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/what-is-Product-Marketing-20x10.png 20w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/what-is-Product-Marketing.png 1200w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/p><figure><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_venn_b42a7f853646bbeda5e2cb26861fd6cd_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_venn_b42a7f853646bbeda5e2cb26861fd6cd_800.png 1x\" media=\"(min-width: 769px)\" \/><\/picture><\/figure><p>The cross-departmental nature of product marketing is what makes it so crucial to SaaS success.<\/p><h2>What does product marketing do?<\/h2><p>Product marketing is still relatively new.<\/p><p>Last year, the State of the Product Marketing- <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-alliance\/\">Product Marketing Alliance<\/a> report showed that just 5% of product marketers were 100% sure that the role of product marketing is fully understood.<\/p><p>The product marketing manager role has evolved dramatically since the Covid-19 pandemic. Product marketing marketers had to adjust quickly and think on their feet. You would think that the role of product marketer would be better understood by now \u2013 unfortunately, that\u2019s not the case.<\/p><p>The 2021 State of Product Marketing- Product Marketing Alliance report revealed that not only is it still misunderstood, but only 4% of product marketers believe other teams and stakeholders within their organizations know what product marketers do.<\/p><p>We&#8217;ve asked some product marketing managers what they do and here is what we got:<\/p><p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_7effd085324fad9d012ac70ace0949c5_2000.png\" alt=\"What does a product marketer do\" width=\"2000\" height=\"1126\" \/><\/p><blockquote><p>\u201cAs a product marketer in a product-led company, I was responsible for the whole funnel from the signup, though PQL, through customer acquisition to retention.\u201d \u2013 Parth from Kommunicate.io<\/p><p>&nbsp;<\/p><p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_83a62870d53afc6abc461811a88d448d_2000.png\" alt=\"Surya from Animaker\" \/><\/p><\/blockquote><p>\u201cMy day shuffles between checking where the user is coming from, checking if they are coming back to the app; then circling back to the product team to report a bug or feature feedback; then I\u2019m busy defining the user journey on the website and other collaterals, and fixing the positioning and content across all platforms \u2013 on the website, on the blog, on the FAQ\u2026Being a product marketer, you cannot leave out any form of content.\u201d \u2013 Surya from Animaker<\/p><blockquote><p>\u201cMy day shuffles between checking where the user is coming from, checking if they are coming back to the app; then circling back to the product team to report a bug or feature feedback; then I\u2019m busy defining the user journey on the website and other collaterals, and fixing the positioning and content across all platforms \u2013 on the website, on the blog, on the FAQ\u2026Being a product marketer, you cannot leave out any form of content.\u201d \u2013 Surya from Animaker<\/p><p>&nbsp;<\/p><p><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_d5e01b0c2816bfc6b9c83370db0721b5_2000.png\" alt=\"Natalie from SaaS Boss Community\" \/><\/p><p>\u201cYou need to associate your product and what you are doing to your prospects. You need to make sure that you tie in your products as the solution to their pain and challenges.\u201d \u2013 Natalie Luneva, SaaS Boss Community Founder<\/p><\/blockquote><p>As you can see, what product marketing does varies based on the company&#8217;s needs and size. But we can safely say that product marketing:<\/p><ul><li>Gathers and translates the Voice of the Customer across each stage of the user journey<\/li><li>Defines the product positioning and delivers its value through constant messaging that resonates with the market and the end-user persona<\/li><li>Driving product adoption, retention, and advocacy<\/li><\/ul><p>I&#8217;ve mentioned that product marketing sits at the intersection of product, marketing, sales, and customer success.<\/p><p>Let&#8217;s go over the main differences between them and see where they actually overlap:<\/p><h2>Product marketing vs product management<\/h2><p>While product marketing and product management <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-vs-product-management\/#e09m1\" target=\"_blank\" rel=\"noopener noreferrer\">overlap<\/a>, they do not have the same responsibilities.<\/p><p>Product managers focus mostly on building the product to respond to the needs of the target market, achieving product-market fit, while product marketers focus more on driving demand and product usage.<\/p><p>We&#8217;ll cover what the product marketer&#8217;s responsibilities are in a bit so let&#8217;s go over what a product manager does so you can easily understand the differences:<\/p><ul><li>conduct competitive research and collect <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback\/\">customer feedback for<\/a> a deep understanding of the market needs<\/li><li>create specifications for developers<\/li><li>strategic planning of the product roadmap<\/li><li>develop new features<\/li><li>manage the product release process and the product life-cycle<\/li><li>collaborate with the product marketer and coordinate product launch activities<\/li><\/ul><h2>Product marketing vs marketing<\/h2><p>How is product marketing different from traditional marketing?<\/p><p>In the words of <a href=\"https:\/\/www.drift.com\/blog\/author\/drift-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dave Gerhardt<\/a> of Drift:<\/p><blockquote><p>\u201cTraditional marketing focuses on acquiring and converting customers. \u2026 They also promote a company, its brand and ensure the consistency of the marketing message. Product marketing on the other hand focuses on marketing to customers, driving demand and adoption, all intending to create happy, successful customers.\u201d<\/p><\/blockquote><p>As you can see from Drift\u2019s definition \u2013 product marketing focuses on promoting your product by delivering an excellent user experience to your existing customers, rather than building brand awareness through content or paid advertising.<\/p><p>Essentially, it supports the traditional marketing team to position the company. They do this by creating narratives to engage customers and increase demand, connect with key thought leaders, and develop thought leadership messaging.<\/p><p>In the product marketing paradigm \u2013 happy customers and confident users drive new customer acquisition through the word of mouth. Hence \u2013 it is crucial to keep \u2018marketing\u2019 your product to your existing customers \u2013 and ensure they keep using your product and discovering its secondary features:<\/p><p>Higher adoption means your customers derive more value from your product.<\/p><p>This, in turn, leads to higher satisfaction levels in the existing customers.<\/p><h2>Product marketing vs sales enablement<\/h2><blockquote><p>According to Product Marketing Alliance, sales enablement is &#8220;a strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer\u2019s buying journey, powered by technology.\u201d<\/p><\/blockquote><p>Product marketers support the salespeople by making sure there are plenty of sales materials to use during the buying cycle and they ensure their reps utilize these resources to succeed.<\/p><p>By aligning their goals and collaborating with each other, the product marketers and the sales teams will secure more deals and effectively grow revenue.<\/p><h2>Product marketing vs customer success<\/h2><p>Product marketing and <a href=\"https:\/\/userpilot.com\/blog\/customer-success-best-practices-to-reduce-churn\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success<\/a> have the same end goal-achieving customer success. The customer success teams focus on retention and advocacy, which they do by maintaining a smooth and cohesive customer experience throughout the buyer journey.<\/p><p>There are some key differences between what product marketers and customer success people do:<\/p><ul><li>Product marketers need to focus on positioning and messaging<\/li><li>Customer success focuses on guiding customers and removing friction on their path to adoption through a more 1-on-1 approach<\/li><li>Product marketers focus on driving <a href=\"https:\/\/userpilot.com\/blog\/improve-user-activation\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/product-adoption-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">adoption<\/a>, and <a href=\"https:\/\/userpilot.com\/blog\/customer-retention-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention<\/a> mostly through increasing product usage with marketing automation tactics.<\/li><\/ul><p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_5ece0f03696a6c4a575ef7082dbd98ef_2000.png\" alt=\"Userpilot's user journey outline\" \/><\/p><p>But in the end, they want the same thing.<\/p><p>Collaboration enables product marketers to drive business growth and improve brand positioning. How can they do this?<\/p><ul><li>Bring customer information together to inform a product strategy<\/li><li>Exchange customer stories<\/li><li>Expand customer accounts and create advocates<\/li><li>Be customer-centric at every stage<\/li><\/ul><p>&nbsp;<\/p><h2>What is product marketing actually responsible for? What is the role of product marketing managers?<\/h2><p>The short answer to this is a lot!<\/p><p>I could probably write a whole article listing all of the different jobs that product marketers are tasked with.<\/p><p>Here&#8217;s a brief overview of the product marketing role:<\/p><ul><li>Gathering and understanding customer feedback<\/li><li>Analyzing competitors and the market through marketing research<\/li><li>Developing the product&#8217;s positioning<\/li><li>Creating and maintaining the marketing strategy<\/li><li>Providing sales enablement to help close more deals<\/li><li>Creating and organizing launch content (landing pages, ads, etc.)<\/li><li>Building the go-to-market strategy<\/li><li>Overseeing the product launch and generate demand and more business through marketing campaigns<\/li><li>Onboarding new customers through in-app experiences and email marketing<\/li><li><span class=\"ng-star-inserted\"><a href=\"https:\/\/userpilot.com\/product\/mobile\/\" target=\"_blank\" rel=\"noopener\">Native mobile SDK<\/a> allows product marketers to create targeted onboarding flows using slideouts, carousels, and push notifications<\/span><\/li><li>Drive new features adoption and product growth<\/li><li>Work closely with the product management team for product launches and customer feedback sharing<\/li><\/ul><p>It\u2019s safe to say product marketers have a lot on their plate.<\/p><p>We\u2019ve looked a how the product marketing role is different compared to other roles. Now let&#8217;s look at some specific product marketer&#8217;s responsibilities.<\/p><h3>Product messaging and positioning<\/h3><p>Two of the most important pre-launch activities product marketing managers are responsible for are product messaging and positioning across different marketing channels.<\/p><p>Positioning statements set the context and the tone for how you want your customers to feel and think about your product. It establishes what your product is, who it&#8217;s for, what customers should expect from it, and how much it will cost. It should demonstrate a clear understanding of your market, your target audience, your product\u2019s value, awareness of competitive alternatives, and USPs.<\/p><p>What problem does your product solve? That\u2019s the key point product marketers need to nail through positioning.<\/p><p>Product messaging is the next step \u2013 this is all about conveying your product\u2019s value. Using a User Persona (more on that below), product messaging should show how your product is the solution to your customer\u2019s job-to-be-done and\/or pain-point.<\/p><p>Messaging is how you express your positioning \u2013 you can\u2019t have one without the other.<\/p><h3>Managing the product launch (go-to-market strategy)<\/h3><p>Product marketers are in charge of creating and executing the GTM (go-to-market) strategy for product launches.<\/p><p>A go-to-market strategy is a short-term, product-driven strategy focused on bringing new products to market through various marketing campaigns. Great GTMs are customer-centric and will enable product marketers to generate product demand, adoption, retention, and account expansion.<\/p><h3>Creating sales collateral<\/h3><p>It&#8217;s the product marketer&#8217;s job to work with the sales enablement team to create sales collateral \u2013 resources that help support the sales process and guide the prospect through the sales funnel.<\/p><p>Sales collateral can be printed or digital and are usually informative and\/or visual media-based. Examples include white papers, product documents, persona documents, buyers guides, datasheets, case studies, newsletters, and podcasts.<\/p><h3>Customer and market research<\/h3><p>This is all about building user personas and continuously gathering feedback to improve the product.<\/p><p>User personas are a data-informed representation of your target buyer, the user who will benefit the most from your product. A user persona is not a fictional idea \u2013 it\u2019s created using real quantitative and qualitative data from user surveys and interviews. User personas help product marketers understand how the product solves the customer&#8217;s job-to-be-done and provides in-depth knowledge of buyer behavior.<\/p><p>Gathering feedback from users is vital for product growth and demand. The better you understand what your user needs, the better the product will be. The best ways of collecting feedback are through qualitative data-focused interviews and quantitative data-focused in-app <a href=\"https:\/\/userpilot.com\/blog\/microsurvey-templates-saas\/#518v0\" target=\"_blank\" rel=\"noopener noreferrer\">micro surveys<\/a>.<\/p><h3>Content marketing<\/h3><p>Content marketing is, you guessed it, all about creating content. Specially created and curated SEO content aimed at your target audience is a fantastic way of increasing brand awareness, driving sales, and engaging with both current and prospective users. It\u2019s also a great way of building relationships and encouraging loyalty and advocacy.<\/p><p>Content marketing can include social media, blogs, podcasts, infographics (perfect for visual platforms like Instagram), and videos.<\/p><p><a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">In-app messaging<\/a> is also part of the product marketer&#8217;s job. This is when you communicate with your users inside the app. It can help product marketers engage with current users, onboard new users, collect feedback that can be used to improve the product, drive account expansion <a href=\"https:\/\/userpilot.com\/blog\/drive-feature-adoption\/\">and feature adoption<\/a>, share news, and make announcements.<\/p><h3>Onboarding customers<\/h3><p>Speaking of onboarding customers, that is another thing product marketing is responsible for. As we stated in our <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog post<\/a>, <a href=\"https:\/\/userpilot.com\/solutions\/user-onboarding-software\/\">user onboarding<\/a> is the difference between a successful SaaS company and a failing one.<\/p><p>Yes, it\u2019s <em>that<\/em> important.<\/p><p>A great onboarding experience introduces users in a frictionless way by quickly demonstrating your product\u2019s value. This will practically guarantee adoption and retention.<\/p><p>Onboarding has three stages (it doesn\u2019t stop after the primary!):<\/p><p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_bdc8d2d14b55f89ebde74edf146d68cf_2000.png\" alt=\"Userpilot's user journey stages diagram\" \/><\/p><ul><li>Primary onboarding- demonstrating the value of your product to your users by getting them to their <a href=\"https:\/\/userpilot.com\/blog\/the-aha-moment-for-product-onboarding-activation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Aha! moment<\/a><\/li><li>Secondary onboarding<strong>\u2013 <\/strong>getting users to stick around by showing them beneficial secondary features. Getting users is one thing, keeping them is another!<\/li><li>Tertiary onboarding<strong>\u2013 <\/strong>renewing well-versed users\u2019 fondness for your product and encouraging account expansion<\/li><\/ul><h2>Why is product marketing important? Benefits of product marketing<\/h2><p>In B2B, purchasing decisions are a lot more rational and less impulsive than in B2C. People don\u2019t buy software products on a whim &#8211; they buy software to solve some of their pain points effectively. That\u2019s why product marketers need to focus on highlighting the benefits of using the product.<\/p><p>The problem with the competitive SaaS market is that many products are strikingly similar \u2013 your buyers could get lost in a sea of indistinguishable products! This is where product marketing becomes important.<\/p><p>When done well, it forces you to think about your marketing more strategically \u2013 how the different features of your product solve the pain points of your given market. Also \u2013 who your target customer is, and how your product stacks up against the competitors in terms of meeting the needs of your target customer.<\/p><p>Doing this not only helps you sell more but gives you a better idea of how your product fits in the landscape and how it stands out from your competitors.<\/p><p>In other words: it allows you to position your product better.<\/p><p>So what are some of the benefits you get from product marketing?<\/p><h3><strong>Increased sales<\/strong><\/h3><p>When you focus on your product \u2013 and making sure its features provide value to your target audience \u2013 it\u2019s much harder to overpromise and underdeliver than in the case of traditional marketing.<\/p><p>Also, great products and constantly attending to the satisfaction of your customers drive Word of Mouth Marketing (WOMM) \u2013 which according to a study conducted by <a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/article\/2012\/consumer-trust-in-online-social-and-mobile-advertising-grows\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nielsen<\/a> is a lot more effective than traditional advertising \u2013 92% of consumers believe the recommendations of people they know more than advertising.<\/p><p>All this translates into more sales and <a href=\"https:\/\/userpilot.com\/blog\/customer-retention\/\">higher customer retention<\/a>.<\/p><h3 id=\"7b5nr\"><strong>Better cohesion and cooperation <\/strong><\/h3><p>A common problem, and not just in SaaS companies, is that when sales are down, teams blame each other. Sales teams say that product marketers aren\u2019t giving them enough leads. Product marketers say that Sales teams aren\u2019t closing enough deals. But this doesn\u2019t really help anyone. Sometimes they both blame support teams for not being efficient.<\/p><p>Product marketing brings teams together with a shared goal, and a shared roadmap of how to get there. Everyone will know how much they need to sell, and how they can all help reach that target.<\/p><p>By removing the barriers between teams, product marketing enables better cooperation.<\/p><h3>Improved customer understanding<\/h3><p>Part of a successful strategy involves having a detailed understanding of your customers. You need to know who they are, what they want, and why they want it.<\/p><p>Usually, this information is a little spread out around the company. The Product team will have their research and insights, the Sales team will have spoken to many customers and prospects, and Marketing will have their own data.<\/p><p>Product marketing brings these insights together to provide a comprehensive view of your product\u2019s customers. This knowledge will prove to be extremely valuable.<\/p><p>Those are the three main benefits of product marketing, and hopefully, you now realize that product marketing is crucial to any SaaS company.<\/p><p>So how do you stand out in such a competitive market? A great marketing strategy.<\/p><h2>What is a product marketing strategy?<\/h2><p>The cornerstone of any product marketing is the <a href=\"https:\/\/userpilot.com\/blog\/saas-product-marketing-strategy-2021\/\" target=\"_blank\" rel=\"noopener noreferrer\">product marketing strategy.<\/a><\/p><p>This is the go-to document for anyone involved with product marketing. It details what needs to be done ( marketing campaigns and tactics), who needs to do it, and how you\u2019re going to measure success.<\/p><p>Here are the four steps of a marketing strategy.<\/p><h3>1-Define the user persona you are targeting<\/h3><p>When it comes to selling a SaaS product, there\u2019s one golden rule:<\/p><p><strong><em>\u201cBe specific.\u201d<\/em><\/strong><\/p><p>What do I mean by that?<\/p><p>I mean you need to hone in on why your SaaS specifically is the right product for the people you\u2019re selling to.<\/p><p>Different people have different needs. If someone doesn\u2019t quite need your product, then you face an uphill battle. If, however, you market and sell your product to the exact people who need it, then you\u2019re in for a much easier ride.<\/p><p>That\u2019s why this first step \u2013 creating a user persona &#8211; is so important.<\/p><p>User personas help product marketers understand how the product solves the target user\u2019s job-to-be-done, thus making the product more appealing to them, and provides an in-depth knowledge of buyer behavior.<\/p><h3>2-Map the journey<\/h3><p>User personas only get you so far \u2013 the next logical step is to <a href=\"https:\/\/userpilot.com\/blog\/user-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">map the user journey.<\/a> This is a visual representation of how your user interacts with your product \u2013 steps, touchpoints, pain points, and how they feel while using the product.<\/p><p>It\u2019s useful because it helps you see the product through the user\u2019s eyes. This will help you understand how the user interacts with the product, enable personalization of their onboarding experience, and help you identify activation points.<\/p><h3>3-Set objectives and KPIs<\/h3><p>Objectives are primary goals for the product and KPIs (key performance indicators) are measurable key metrics used to track the progress towards the objective.<\/p><p>Easy enough, right?<\/p><p>Objectives should be measurable, precise, and realistic &#8211; you can outline individual tasks you have to achieve to reach your objectives and then use <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-kpi\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPIs<\/a> to track the performance of your marketing activities within your strategy.<\/p><h3>4- Define tactics based on objectives<\/h3><p>Once you establish your objectives, you need to <a href=\"https:\/\/userpilot.com\/blog\/saas-marketing-tactics\/#SaaS-Marketing-Tactic-\" target=\"_blank\" rel=\"noopener noreferrer\">define tactics.<\/a><\/p><p>This is what your whole product marketing strategy boils down to.\u00a0<em>How are you going to launch your product?<\/em><\/p><p>When it comes to product launch \u2013 product marketing differs from traditional marketing as well.<\/p><p>Unlike in traditional marketing \u2013 the marketing activities around the launch of the product focus on driving\u00a0<a href=\"https:\/\/userpilot.com\/blog\/user-adoption-strategy-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user adoption<\/a>\u00a0of the product, rather than brand awareness again.<\/p><p>This includes i.a. :<\/p><ul><li>ensuring the\u00a0<a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">signup flow is frictionless<\/a>\u00a0and users don\u2019t drop off before they actually get to see your product<\/li><li>making sure the onboarding helps the new user navigate your product and get to the \u2018aha\u2019 moment as fast as possible \u2013 this is best done through\u00a0<a href=\"https:\/\/userpilot.com\/blog\/contextual-onboarding-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>contextual onboarding<\/em><\/a><em>,\u00a0<\/em>i.e. delivering the right message, to the right user, at the right time;<\/li><li>use in-app experiences such as checklists and progress bars that guide the user through the main actions they need to perform to make the product useful for them \u2013 aka key activation points. A simple onboarding checklist can triple conversions \u2013 as one of our users, SkedSocial \u2013 found recently (<a href=\"https:\/\/userpilot.com\/blog\/improve-conversions-onboarding-checklist\/\" target=\"_blank\" rel=\"noopener noreferrer\">read more about it here<\/a>).<\/li><\/ul><p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/gmailchecklist_ef8aaedf94689c176a92b96b25d394ef_800.png\" alt=\"gmail checklist\" \/><\/p><ul><li>Celebrating the adoption milestones with the users to create goodwill and brand loyalty<\/li><li>Communicating with the user outside the app \u2013 e.g. through emails triggered by in-app events.<\/li><\/ul><p>All this, again \u2013 overlaps with product management and customer success.<\/p><p>RELATED:\u00a0<a href=\"https:\/\/userpilot.com\/blog\/user-adoption-strategy-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>How your User Adoption Strategy Will Improve LTV and Reduce Churn<\/strong><\/a><\/p><h2>What does a product marketing team look like<\/h2><p>What product marketing teams <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">look like varies from company to company <\/a>&#8211; it depends on how large the company is, how sales-driven they are, and the type of products it makes. There is no cookie-cutter for product marketing \u2013 each one is unique!<\/p><p>There are some key roles that most product marketing teams should have:<\/p><ul><li>Head of product marketing (Product Marketing Manager)<\/li><li>Growth product marketer (Focuses on in-app)<\/li><li>Content marketing manager<\/li><li>Customer success manager<\/li><li>SEO specialist<\/li><li>Chief marketing officer<\/li><\/ul><p>The structure will vary depending on how established your business is\u2013 startups are likely to get better results by streamlining the user journey to make the onboarding process smooth and well-established companies could focus on market research to increase retention.<\/p><p>The structure can also vary depending on how many products your business makes \u2013 for example, if your product marketer only has one product to focus on should concentrate on utilizing product messaging so new users understand how the product solves their job-to-be-done.<\/p><p>The head of the product marketing team, the product marketing manager, is a diverse role with a lot of responsibilities.<\/p><p>Let\u2019s look at what the role involves, how to get into product marketing, and which skills you need to become a product manager\u2026<\/p><h3>Product marketing manager role<\/h3><p>Product marketing managers are at the intersection of product, marketing, customer success and sales, so the responsibilities of these roles get easily mixed up with marketing managers or product managers.<\/p><p>The product marketer sets clear objectives\/goals and uses KPIs to track their tactics\u2019 performance.<\/p><p>PMMs are responsible for a variety of activities that span over three stages:<\/p><ul><li>Pre-onboarding\u2013 this is before a user signs up. Activities include planning product launches, creating product and feature pages, and creating sales enablement sources.<\/li><li>Onboarding \u2013 this is all about driving user activation. Activities include in-app user communication and user journey maps to ensure smooth onboarding experiences.<\/li><li>Account expansion \u2013retaining users and encouraging account upgrades is the focus here. Activities include feature announcements and engagement.<\/li><\/ul><h3>How do you get into product marketing? What skills do you need to become a product marketing manager?<\/h3><p>Product marketing is still a relatively new area but some key skills and experiences will aid you in becoming a product marketer.<\/p><p>Most PMMs enter the field through general marketing and once you join a SaaS business, it is a good idea to take some tailored courses to help you refine your specialist area \u2013 product analytics, UX writing, and feature adoption are just some of the options available.<\/p><p>While various skills are beneficial for a PMM to have, there are three that are essential:<\/p><ul><li>Research \u2013 PMMs must be able to gain valuable insight into the needs and experience of their product users by gathering and analyzing data, customer interview transcripts, and surveys<\/li><li>Communication\u2013 PMMs tell products\u2019 stories so being able to write and speak clearly is a must<\/li><li>Collaborative\u2013 PMMs work with numerous teams \u2013 engineering, product management, press, PR, sales, marketing \u2013 so they must be up for collaborating with them! It\u2019s not an option in this kind of career\u2026if you don\u2019t like teamwork, maybe this career isn\u2019t for you<\/li><\/ul><h3>How and when should you hire a product marketing manager?<\/h3><p>Since product marketing is still fairly new, hiring a product marketing manager is usually not the highest thing on a company\u2019s to-do list.<\/p><p>But there are two indications that you\u2019re ready to hire one:<\/p><ul><li>when your acquisition team is in place<\/li><li>if and\/or when your product manager is preoccupied with the product roadmap and is letting things like in-app experiences and improvement of user onboarding, feature engagement, or product adoption slide<\/li><\/ul><p>Product managers and your product team have enough on their plate \u2013 it\u2019s time to hire a product marketing manager.<\/p><p>Product marketing managers not only ease a product manager\u2019s stress by taking on responsibilities, but they are significantly cheaper and can save a lot of time (including development time) by using code-free tools and independently creating their own product adoption experiments.<\/p><h2>How do you measure product marketing success?<\/h2><p>Product marketing success is measured by setting up <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-kpi\/\" target=\"_blank\" rel=\"noopener noreferrer\">key performance indicators<\/a>. These are metrics that track performance in things like stages in the <a href=\"https:\/\/userpilot.com\/blog\/user-journey-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">user journeys<\/a> and marketing strategies and\/or tactics.<\/p><p>They allow you to easily follow product and user <a href=\"https:\/\/userpilot.com\/blog\/behavioral-analytics-software-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">behavior analytics<\/a> to see how the user engages with both your product and your marketing tactics. <a href=\"https:\/\/userpilot.com\/blog\/product-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product analytics<\/a> are especially useful \u2013 they are the tools and methods you use to understand user behavior within your app.<\/p><p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_41c66d94623b7feb9f14bd7b38af5bc9_2000.png\" alt=\"marketing kpis\" \/><\/p><p>KPIs are the best way of measuring if you\u2019re meeting your goals or not.<\/p><p>Here are some metrics to track during different stages of the funnel:<\/p><ul><li>Customer Journey KPIs to track <strong>&#8211; <\/strong>conversion rates and velocity metrics<\/li><li>Acquisition stage KPIs to track <strong>&#8211; <\/strong>CAC or <a href=\"https:\/\/userpilot.com\/blog\/free-trial-vs-demo-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Demos booked<\/a><\/li><li>Activation stage KPIs to track<strong> &#8211; <\/strong><a href=\"https:\/\/userpilot.com\/blog\/user-activation-benchmarks\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activation Rate,<\/a> Average Time to Value<\/li><li>Adoption stage KPIs to track<strong> &#8211; <\/strong>Active User, <a href=\"https:\/\/userpilot.com\/blog\/user-engagement-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">DAU to MAU ratio<\/a>, Feature Adoption Rate<\/li><li>Retention stage KPIs to track<strong> &#8211; <\/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> User Retention Rate<\/li><li>Revenue (Referral) stage KPIs to track <strong>&#8211; <\/strong><a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS<\/a><\/li><\/ul><p>&nbsp;<\/p><picture><\/picture><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/blog-banner_v_880336d8c3b3a80d63a1b0a115b0f478_800.png\" alt=\"\" width=\"800\" height=\"276\" \/><\/p><p>&nbsp;<\/p><h2>Best product marketing examples<\/h2><p>There\u2019s no denying that some product marketing is better than others. How good the results of your product marketing is will depend on the product and you, the product marketer.<\/p><p>Before we wrap things up, I\u2019d like to show you some examples of SaaS product marketing. That way you can see what product marketing actually looks like, and maybe get some inspiration for your own strategy.<\/p><h3>Product marketing positioning example: Airtable<\/h3><figure><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_airtable_11_9ec97679c44590b5a3bbb2c5ffeb8058_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_airtable_11_9ec97679c44590b5a3bbb2c5ffeb8058_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_airtable_11_9ec97679c44590b5a3bbb2c5ffeb8058_800.png\" alt=\"airtable product marketing\" \/><\/picture><\/figure><p><a href=\"https:\/\/airtable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Airtable<\/a> is a difficult product to describe. On the site, it says it\u2019s \u201cPart spreadsheet, part database, and entirely flexible.\u201d<\/p><p>That sounds great, but it made positioning Airtable very difficult. Was it a CRM, or a project management tool, or something else entirely?<\/p><p>The truth was, it could be anything. So how do you position that?<\/p><p>Well, the folks at Airtable realized that they would have to target a wide range of different personas, each with different problems.<\/p><p>This is often an issue that more complex products face.<\/p><p>So what they did was make the product as flexible as possible, while still guiding new users towards the solution they needed.<\/p><figure><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_airtable_21_830c3dee1b283331d6f7c6f86b4df55d_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_airtable_21_830c3dee1b283331d6f7c6f86b4df55d_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/product_marketing_airtable_21_830c3dee1b283331d6f7c6f86b4df55d_800.png\" alt=\"airtable product marketing example\" \/><\/picture><\/figure><p>They created hundreds of templates, across all manner of different categories. This meant prospects could see that their problem could be solved with Airtable. Not only that, but templates made it easier for people to get up and running.<\/p><p>This was a clever product marketing approach for a product that was almost too complex to market effectively.<\/p><h3>Content marketing example: Userpilot<\/h3><p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_9caee8a50d7b4a48ff72db776baf3b14_2000.png\" alt=\"Userpilot content marketing\" \/><\/p><p>Content marketing is a tactic used mostly in the acquisition stage by most product marketing teams. The product marketer&#8217;s goal is to attract visitors with a content strategy and drive product trials and demos.<\/p><p>You need to drive traffic with an SEO content strategy that optimizes your website landing pages to cater to multiple search interests your audience has.<\/p><p>Take <a href=\"https:\/\/userpilot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">our website<\/a> for example. It&#8217;s designed in a way that works for all our user personas and use cases, making our content relevant for our readers and improving conversions on-page.<\/p><h3>Email marketing automation example: ActiveCampaign<\/h3><p><a href=\"https:\/\/www.activecampaign.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ActiveCampaign<\/a> is a terrific example of great email automation.<\/p><p>ActiveCampaign uses email to welcome, educate, and nurture users through the trial stage.<\/p><p>Here&#8217;s how their welcome email looks like. It gives users all the necessary resources to get started.<\/p><p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_7e4e07d532b27d51be154a41d7257bef_2000.png\" alt=\"ActiveCampaign contextual email\" \/><\/p><p>Then they focus on bringing users inside the app and engaging with the parts of the product that bring value. They do this by highlighting benefits using an email series campaign.<\/p><p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_439d9761f5917b17729ef9c0f7234464_2000.png\" alt=\"ActiveCampaign email automation\" \/><\/p><p>As we explain in our <a href=\"https:\/\/userpilot.com\/blog\/contextual-email-automation-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog post,<\/a> contextual emails marketing is more than simply segmenting your list of users based on demographics, job roles, or location. It\u2019s about really trying to understand the user\u2019s needs and create the best possible experience for them.<\/p><p>ActiveCampaign demonstrates all three qualities of great product marketing \u2013 they\u2019re customer-focused, use specific and targeted messages, and their tactics are contextual and timely.<\/p><h3>In-app onboarding product marketing example<\/h3><p><a href=\"https:\/\/userpilot.com\/blog\/product-onboarding-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">In-app onboarding<\/a> is really important because it\u2019s where your user gets their first impression of your product \u2013 if it\u2019s a bad one, they aren\u2019t going to want to continue and your churn will increase!<\/p><p>Let&#8217;s check out FullStory product\u2019s <a href=\"https:\/\/userpilot.com\/blog\/best-user-onboarding-experience\/#Best-Onboarding-Experience-\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding experience<\/a> as it&#8217;s a great example of in-app onboarding.<\/p><p>Once you click on the &#8221;Sign up free&#8221; CTA on their website, Fullstory asks for feedback as it waits for you to validate your email. Instead of seeing a blank screen, they take the opportunity to gather insights.<\/p><p><img decoding=\"async\" class=\"size-medium wp-image-9590 aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1-450x291.png\" alt=\"\" width=\"450\" height=\"291\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1-450x291.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1-1024x662.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1-768x496.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1-1536x993.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1-20x13.png 20w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory1.png 1600w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/p><p>&nbsp;<\/p><p>They remove signup friction by allowing you to log in with your email.<\/p><p><img decoding=\"async\" class=\"size-medium wp-image-9591 aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2-450x280.png\" alt=\"\" width=\"450\" height=\"280\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2-450x280.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2-1024x638.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2-768x479.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2-1536x957.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2-20x12.png 20w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory2.png 1600w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/p><p>Then they gather persona-related data by asking you to self-identify during the signup flow using persona-based questions and a friendly UI to prompt engagement.<\/p><p><img decoding=\"async\" class=\"size-medium wp-image-9592 aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory3-450x281.png\" alt=\"\" width=\"450\" height=\"281\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory3-450x281.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory3-768x479.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory3-20x12.png 20w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory3.png 800w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/p><p>You will get almost no value if you don\u2019t install the script, therefore they include included this activation step in the signup onboarding experience.<\/p><p><img decoding=\"async\" class=\"size-medium wp-image-9593 aligncenter\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4-450x280.png\" alt=\"\" width=\"450\" height=\"280\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4-450x280.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4-1024x638.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4-768x479.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4-1536x957.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4-20x12.png 20w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/fullstory4.png 1600w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/p><h2>Key Takeaways<\/h2><ul><li>Product marketing is a subcategory of marketing. It involves positioning a product, promoting it, and enabling sales<\/li><li>SaaS companies need to have a strategy. It increases sales, improves cohesion between teams, and improves customer understanding<\/li><li>Product marketers will often own your product marketing efforts. They\u2019re responsible for producing the marketing strategy and then sharing it with the rest of the company<\/li><li>A marketing strategy will lay out your product\u2019s positioning and messaging, your buyer personas, goals, and a launch plan<\/li><\/ul><p>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!<\/p><p id=\"us6u\">About the author:<\/p><figure><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/Joe-Daniels-userpilot_800_fe152d0876b9154dd451d736c8b8f0e5_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/Joe-Daniels-userpilot_800_fe152d0876b9154dd451d736c8b8f0e5_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2020\/02\/Joe-Daniels-userpilot_800_fe152d0876b9154dd451d736c8b8f0e5_800.jpg\" alt=\"\" \/><\/picture><\/figure><p>Joe is a content writer, with several years of experience working with SaaS startups. He&#8217;s also the founder of <a href=\"https:\/\/turing.chat\" target=\"_blank\" rel=\"noopener\">Turing<\/a>, a conversation design agency, making chatbots more human.<\/p><p><!-- strchf script --><!-- End strchf script --><\/p>","protected":false},"excerpt":{"rendered":"<p>Wondering what product marketing is, and how it can help you improve sales? Well we&#8217;re going to explain everything you need to know&#8230;<\/p>\n","protected":false},"author":51,"featured_media":3002,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[82],"tags":[124,135,216,215,144,143,85,265],"class_list":["post-3001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-product-led-growth","tag-product-led-growth-marketing","tag-product-management","tag-product-manager","tag-product-marketer","tag-product-marketing","tag-saas","tag-saas-growth"],"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 is Product Marketing and Why Should I Care?<\/title>\n<meta name=\"description\" content=\"Wondering what is product marketing, and how it can help you improve sales? 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