What is product marketing? How product marketing builds products
Blog post from Intercom
The concept of product marketing is often misunderstood as a solo activity focused on getting products off shelves. However, effective product marketing involves close collaboration with product teams to build products that meet customer needs and resonate with the market. At Intercom, product marketers play a crucial role in shaping the product development lifecycle, from understanding customers' jobs and pain points to creating compelling problem statements and solution stories. They also conduct competitor research, drive beta testing, create product positioning guides, develop product messaging, and ensure that the product meets end-to-end user experience standards. By working closely with cross-functional teams, product marketers help build products that achieve commercial success by connecting with customers from the very beginning.
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