What is Product Marketing?

Product marketers are business people who position what their company supplies (the product) in terms of what their target customer demands (the market).

The work spans the entire customer journey—from first awareness through purchase and advocacy. Here's how I think about the funnel:

1. Awareness

Building visibility through accessible content and thought leadership. The goal is to ensure potential customers know you exist and have a reason to pay attention.

Key activities: Content marketing, PR, social media, SEO, events

2. Interest

Deepening engagement via educational materials. Once someone is aware, you need to give them reasons to learn more.

Key activities: Webinars, whitepapers, case studies, email nurture

3. Consideration

Structuring conversations with presentations and messaging. At this stage, prospects are comparing you to alternatives.

Key activities: Sales enablement, competitive analysis, demos, ROI tools

4. Decision

Supporting choices through value demonstration. Remove friction and make it easy to say yes.

Key activities: Proposals, pricing strategy, objection handling, references

5. Purchase & Advocacy

Fostering success and partnerships. The best marketing is happy customers who become advocates.

Key activities: Onboarding, customer marketing, referral programs, community

Work with me

I help companies clarify their positioning, build go-to-market strategies, and create content that resonates. Start a project →