Product Marketer as a Story Teller

March 12, 2013

Those in product marketing roles are used to being the product experts and the ones who people turn to when they need creation of sales support materials, thought leadership pieces, and other content needs. The demands on product marketers are great, as the content needs of enterprises only grow to encompass not only the traditional whitepapers and product spec sheets but videos, eBooks, infographics, and more.Once Upon a Time, by UNE Photos via Flickr

If you are a product marketer, your challenge is getting everything done while at the same time keeping the big picture in mind. That is, the story you are telling. Product marketers work on product messaging and positioning, which requires a great deal of story telling. What is the product, what problem does it solve, and the typical checklist-style questions you see everywhere are just scratching the surface. A good product marketer gets deep into the customer’s mind, understands the marketplace, and can tell a compelling story not about the product, but about the customer need.

That’s the key difference. When I look at work from different companies and different product marketing teams, I see which ones are simply following the “corporate policy” or “product marketing as we have always done it” and those who try to take a step back to ask the question of “why is this relevant?”.

It is more than saying “we are the leaders in [fill in the blank]”. It is about communicating to the customer that you not only understand their pain, their needs, but that you also care about solving them. In sum, it requires people that are willing to ask the right questions and to challenge everthing without the fear of doing something different.

So, if you are a product marketer, keep in mind that above all, you are the company’s Chief Story Teller.

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