If the quote “build it and they will come” were true, product marketers would be out of a job. Of course, it’s not that easy.
If your team isn’t doing any product marketing, you’re missing out. Product marketing is the link between your company and your customers. They translate your new features into solutions to problems that your customers are facing.
[image: product team -- product marketing -- customers]
One responsibility as a product marketer is driving adoption an engagement with new products and features. A crucial part of that is staying in sync with the product team.
- What are they working on?
- When are they launching it?
- What are the core use cases?
Oftentimes, especially at bigger companies, staying in sync is easier said than done. The product team is heads-down, busy building out features on their own timeline. As a marketer, you don’t want to be constantly chasing product managers down for updates.
[image: poke PM]
Luckily, the product roadmap is usually stored somewhere. Product teams use tools like Jira to keep track of what’s being worked on.
So why is it still so hard for marketers to stay up-to-date?
Tools like Jira are built for technical teams. They include lists of feature specs and bugs. Rarely do they include the reasons behind building the feature or helpful customer anecdotes.
…to be cont'd