Are you looking for ways to supercharge growth in your SaaS team?

If so, one critical role that can make a huge impact is that of the Product Marketing Manager (PMM). But what exactly does a PMM do, and how can one help you reach your goals?

We'll look at what it means to be a PMM, why having one on-board matters most for growing software companies and explore tips and tricks to ensure you hire the best fit.

Let's dive in!

What Is a Product Marketing Manager?

A Product Marketing Manager is responsible for taking a product from concept to launch and beyond. 

In other words, they are experienced professionals who understand the target audience, plan the messaging for products, and help drive product adoption.

PMMs are an integral part of a strong SaaS team. 

They understand the product, develop strategies to communicate its value, and create marketing materials that drive sales. 

It's their job to get the product into customers' hands, and they need to understand the technology and the people who use it.

Why Does Product Marketing Matter for SaaS Teams?

Product marketing is critical for any software team. 

PMMs can have a significant impact on customer acquisition and overall growth.

PMMs help SaaS teams bring their products to new audiences and engage existing customers. They can work to refine product messaging, create new content, and use analytics to understand customer behavior.

PMMs also help ensure that products are correctly positioned in the marketplace. 

They can track market trends, evaluate competitors, and provide insights that help teams differentiate their products from the competition.

What Is the Role of a PMM?

The role of a PMM can be summed up in three words: positioning, marketing, and evangelizing.

• Positioning: PMMs are responsible for positioning products in the marketplace. They work closely with product teams to ensure products meet customer needs and market demands.
• Marketing: A PMM will create marketing materials, such as web copy and social media posts, to help promote products. They should deeply understand marketing channels, such as search engine optimization (SEO) and pay-per-click (PPC).
• Evangelizing: PMMs are responsible for engaging potential customers and evangelizing the product. They can create content, host webinars and events, and support the sales teams.

Of course, this isn't a comprehensive list of a PMM's responsibilities. It's just a snapshot of what they do on a day-to-day basis.

Some product managers also wear a few other hats. They may need to conduct user research, develop pricing strategies, and contribute to product design.

Ultimately, PMMs are responsible for creating success stories. They should be able to identify customer pain points and develop campaigns that resonate with them.

What Should You Look For in a Product Marketing Manager?

When hiring a PMM, you want someone passionate about the product and its users.

Look for candidates with experience in product management, marketing, and sales. They should have strong communication and writing skills and be able to create compelling stories that capture their audience.

You should also prioritize candidates with a deep understanding of technology. They should be able to analyze data and create strategies that drive customer adoption.

The right PMM will deeply understand the product, customer needs, and market trends. They should be passionate about creating success stories and helping the team reach its goals.

Some other skills to look for in a PMM include:

• Experience with market research and competitor analysis: PMMs need to know the market and understand their competitors to develop compelling positioning strategies.
• Strong problem-solving skills: PMMs should be able to identify customer pain points and come up with creative solutions.
• Analytical prowess: PMMs need to understand and use data to inform their decisions.
• Excellent communication skills: PMMs need to be able to communicate effectively with both internal and external stakeholders.
• Project management skills: PMMs must manage multiple projects simultaneously and deliver results on time.

If you're looking to hire a PMM, these are the skills and qualifications you should prioritize. With the right candidate, your SaaS team can deliver powerful products and experiences to their customers.

What Is the Difference Between a Product Manager and a Product Marketing Manager?

The main difference between product managers and product marketing managers is their scope of responsibility. 

Product managers focus on developing and launching products, while PMMs focus on positioning, marketing, and evangelizing products.

Product managers are more likely to be involved in the product design process. At the same time, PMMs are more likely to focus on customer research and marketing campaigns.

PMMs may also need to collaborate with sales, product, and customer success teams.

PMMs are responsible for driving customer adoption and creating success stories. They must understand customer needs, create compelling campaigns, and promote products effectively.

Some other vital distinctions between product managers and product marketing managers are:

• Product managers focus on developing a product, while PMMs focus on promoting a product.
• Product managers need to be technical, while PMMs need to be able to market products and create stories that resonate with customers.
• Product managers focus on the creation process, while PMMs concentrate on positioning and launch.

Overall, product managers and product marketing managers are both essential roles in the success of any product. 

With both, there can be a connection between what the team is creating and how customers perceive it.

What Are Some Tips For Working With a Product Marketing Manager?

Before you work with a PMM, it's crucial to establish clear goals and expectations for the role. Here are some tips for working with a PMM:

• Provide them with customer data and insights: PMMs must understand the customer to create effective marketing campaigns.
• Give them access to new products and features: PMMs must understand the product to communicate its value effectively.
• Encourage collaborative working: PMMs must collaborate with multiple teams to create successful campaigns.
• Have them create customer success stories: PMMs should create stories that resonate with customers and showcase the product's value.
• Analyze results of campaigns: PMMs need to understand the data and optimize their campaigns accordingly.

Besides, when working with a PMM, fostering an environment where creativity and innovation can flourish is essential. A great PMM needs the freedom to think outside the box and develop innovative solutions.

Give them the space to experiment and test different ideas, which is crucial to driving customer adoption and creating successful marketing campaigns.

Product Marketing Manager FAQs

What Is the Average Salary for a Product Marketing Manager?

The average salary for a PMM varies depending on experience, location, and industry. However, in the United States, PMMs typically earn around $79,000 per year.

What Skills Are Required for a Product Marketing Manager?

The skills required for a PMM include customer research, marketing strategy, storytelling, data analysis, and project management.

What Is the Career Path for a Product Marketing Manager?

The career path for PMMs typically starts with an entry-level or associate product marketing manager role. From there, PMMs can advance to the senior product marketing manager and eventually the director of product marketing.

Conclusion

Product marketing managers are an essential part of any growing SaaS team.

The right product marketing manager will become a fundamental part of the team, helping to drive customer adoption and create success stories.

Hopefully, this article has given you a better understanding of the role and how to find the right PMM for your team.