The difference between a good Product Marketer and a great Product Marketer

Being a Marketer brings with it a host of both responsibilities and tactics to engage customers. In Product Marketing, both creative and technical strengths are needed to understand the customer in order to engage them and to meet their needs with products that they in turn promote and love. So then, what is the difference between being good at product marketing and being great at it?

I would go as far as saying: a great Product Marketer has the ability to effectively turn customer data into insights.

With the amount of data in today's world, it's no wonder that a typical Marketer can feel overwhelmed. Which data do we focus on? How do we read the data? Where do we get more of the data we need?

Great Product Marketers a) know where to look for the right data and b) have a knack for interpreting that data into useful insights. They turn the complex into the simple.

Let's look at an example. In the real estate startup world, there are many companies that are trying to understand investors. A good Product Marketer would know to ask investors their needs, their wants, and their pain points with the current offerings in the marketplace. A great Product Marketer takes things a step further: they not only interview investors, they've actually invested in real estate themselves!

Think about it: you're a hiring manager and you need to choose between two candidates. One has product marketing experience at various startups and one has solid product marketing experience at one company but has the added skill that sets them apart: they are a real estate investor and have personally completed real estate transactions, know the industry jargon, and personally know professionals in the field.

Who is the manager going to choose? You guessed it: the candidate who is the customer and is able to understand the needs and wants of other customers because they've been there - they know on a deeper level the amount of time, stress, and savviness that goes into real estate transactions. If you'd like to learn more about being a savvy investor, take a look at my blog post on the subject.

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