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Product Marketing Manager
1 month ago
- Be responsible for go-to-market planning and execution for a range of products
- Lead on content dissemination planning, campaign development and planning for product launches.
- You will lead on the development of compelling messaging and positioning that emphasizes business value and connects with target audiences throughout the buying journey
- Conceiving and executing customer base communications and marketing programs to upsell and cross sell into our large base of customers
- Collaborating with demand generation teams, utilizing data and insights to create and improve strategies that drive traffic to our content, optimizing marketing funnels
- Work with the teams to plan events, webinars and support paid and social media promotion
- PR / AR coordination with Comms manager
- Create and publish content (online and print) in line with marketing plans to deliver on campaigns
- Monitoring the competitive landscape to define product positioning that differentiates
The successful Marketing Manager will have:
- A minimum of 5 years in a Product Marketing function focused on enterprise software, SaaS experience preferred
- Knowledge of workflow and process automation, case management and no/low code application development
- Knowledge of enterprise content management / content services would also be ideal
- Ability to think strategically about complex issues, leading to thoughtful recommendations, and action plans
- Exceptional interpersonal skills, and aptitude for forging trusting relationships across diverse, cross-functional teams
- Conversant in go-to-market strategies and methodologies
- Skilled in leading presentations and discussions with industry analysts, business, technical, and sales stakeholders
- Excellent verbal and written communication skills, strong content marketer
- Proven ability to prioritize and differentiate what matters from the noise, meeting deadlines without sacrificing quality
- Growth mindset - someone who is not afraid to think big and take on risk.
What Canonical Offers:
- Learning and Development
- Annual Compensation Review
- Recognition Rewards
- Annual Leave
- Priority Pass for travel
- Flexible working option
1. Product Positioning & Messaging
- Develop Product Messaging : Create clear and compelling product messaging that communicates the value proposition and differentiates the product from competitors.
- Target Audience Segmentation : Define and segment target audiences based on market research, customer personas, and behavior to tailor messaging to specific needs and pain points.
- Value Proposition : Articulate the unique benefits and features of the product to different stakeholders (customers, prospects, partners) in a way that resonates and compels action.
- Competitive Analysis : Conduct competitive analysis and market research to understand industry trends, competitor offerings, and customer preferences to refine product positioning.
2. Go-to-Market Strategy
- Launch Planning : Lead go-to-market (GTM) strategies and product launches. This includes coordinating with cross-functional teams (product, sales, marketing, support) to ensure smooth execution and a successful market introduction.
- Market Research : Conduct research to understand market needs, customer pain points, industry trends, and competitive landscapes to inform product positioning and GTM strategy.
- Sales Enablement : Provide the sales team with the tools, training, and resources needed to effectively sell the product. This includes developing sales collateral, pitch decks, case studies, and competitive battlecards.
- Pricing Strategy : Work with the product and finance teams to develop the right pricing strategy based on market research, customer willingness to pay, and competitor analysis.
3. Product Launch and Promotion
- Marketing Campaigns : Plan and execute marketing campaigns to promote the product, including email marketing, digital advertising, content marketing, webinars, and social media.
- Cross-Functional Collaboration : Collaborate with product management, engineering, and customer success teams to ensure that product features, updates, and benefits are communicated clearly and accurately to the market.
- Customer Testimonials and Case Studies : Collect customer feedback, success stories, and case studies to build credibility and support marketing efforts.
- Events and Webinars : Organize and lead product-related events, webinars, and trade show presentations to generate leads, build awareness, and engage with customers.
4. Customer & Market Insights
- Customer Feedback : Collect and analyze customer feedback through surveys, focus groups, and direct engagement to understand customer needs and refine product messaging and marketing strategies.
- Customer Success Collaboration : Work closely with the customer success team to understand customer pain points, challenges, and use cases to improve product messaging and content creation.
- Market Trends : Keep up-to-date with industry trends, emerging technologies, and competitive offerings to adapt the product's positioning, messaging, and marketing efforts accordingly.
5. Metrics & Performance Tracking
- Measure Campaign Effectiveness : Track key performance indicators (KPIs) such as customer acquisition cost (CAC), conversion rates, lead generation, and ROI from product marketing campaigns.
- Customer Adoption & Retention : Monitor product adoption rates, customer engagement, and retention metrics to evaluate the success of marketing initiatives and refine strategies as needed.
- Sales & Revenue Impact : Analyze how product marketing activities contribute to revenue growth, sales targets, and overall business performance.
6. Content Creation & Management
- Content Development : Develop high-quality content such as blog posts, product videos, whitepapers, datasheets, and other marketing collateral to support product promotion.
- Content Strategy : Plan and implement content strategies that highlight the product's value and benefits to various customer segments, ensuring that content aligns with the buyer's journey.
- Product Documentation : Collaborate with product and technical teams to ensure that product documentation, manuals, and FAQs are accurate and easy for customers to understand.