In the world on enterprise software, Product Managers have to wear several hats - one of them is a "Marketing Hat", and perform marketing functions. Product managers support marketing in following areas:
1. Retain existing Customers.
- Add new features/functionality: Listen to customers and enhance current products
- Product Sustenance Direct customer support teams when needed
- Provide upgrades: Encourage customers to upgrade to newer & better products
- Develop product integration solutions: Integrate current product with other adjoining products for deeper customer penetration
2. Selling more to all Customers
- Add new products into the solution mix.
- Increase the wallet share
3. Establishing the Brand Value
- Deliver on the promise: Ensure products perform as promised
- Run Beta programs.
- Match the price the product with customer affordability
- Do product demo
- Support product road shows
- Support customer POC
- Develop Marketing Collateral: Help develop Product Videos & white papers
Not all product managers do all the above marketing activities, but these are the most common marketing activities.
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