Product Marketing Specialist – Diamond Bar, CA

The Product Marketing Specialist exhibits a deep understanding of markets and buyers in order to devise and lead a product’s go-to-market strategy. The Product Marketing Specialist must have an understanding of the product’s buying audiences and their needs and often acts as a subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions.

Roles/Responsibilities

  • Define the market opportunity for a product; perform segmentation and targeting exercises that identify the segments with the highest propensity to buy
  • Conduct market and customer research to gather data and insight about target personas, buyer needs and the purchasing decision process for the product, including key buyer roles
  • Contribute to the creation and socialization of the marketing plan
  • Develop product positioning, value propositions and messaging that resonate with the buying audience and produce the source messaging blueprint
  • Collaborate with marketing peers and resources to produce relevant content for target buyers
  • Develop the competitive comparison guide for use in positioning against similar offerings from other organizations
  • Collaborate with a sales enablement and/or sales operations manager to produce a sales enablement plan
  • Write content that can be used on product web pages, in marketing collateral such as whitepapers, or in the demo videos that you help produce.
  • Equip our sales teams for new releases by explaining what is new with the product and why it matters by providing internal cheat sheets, developing sales demo scripts, and creating presentations that demonstrate how the product makes a customer’s life better.
  • Assist in product naming by providing market, competitive and customer context
  • Manage launch planning and orchestrate execution of the commercial release of a product
  • Provide market and buyer insights and drive the development of campaign strategies including demand creation and reputation building
  • Serve as market-facing SME/thought leader for the product and interface with industry analysts as company representative
  • Support the analysis of data related to lead generation, opportunity creation, conversation rates and identify trends
  • Assist formalized customer marketing function to drive retention
  • Conduct win/loss interviews and perform ongoing analysis to determine the level of customer product adoption and provide feedback to the product team
  • Monitor and report on the performance of products in the market and communicate the results of related sales and marketing efforts
  • Two to four years of marketing, product, or sales experience
  • Technical/product category experience preferable
  • Product management experience a plus
  • Excellent communication skills with an ability to confidently lead technical discussions
  • Strong written communication skills
  • Experience presenting to both large and small audiences (Executives, IT Management, and developers)
  • Experience with Marketing Automation and CRM Systems will be a plus
  • Strong data insights skills
  • Experience communicating across internal and external organizations
  • Portfolio marketing
  • Product management
  • Marketing demand center
  • Content marketing
  • Channel marketing
  • Field marketing
  • Sales enablement
  • Sales Leadership
  • Field Sales
  • Sales engineering
  • Alliances

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