The Ultimate Guide to Product Marketing: How to Market a Product in 2024 [Video]

Despite working in marketing for over a decade, I’m still puzzled by the idea of product marketing.

Whether your business offers a service (say, a cleaning company) or a commodity (like a toy manufacturer), you’re marketing a “product,” right?

Heck, in my recent job hunt, I interviewed for several product marketer jobs under the caveat that I hadn’t “done product marketing,” but I’d certainly marketed a product.

But the truth is those positions wouldn’t have worked out. Product marketing is a very specific branch of marketing that requires particular skills and has its own unique benefits.

As job titles like “product marketer” and “product marketing manager” become increasingly popular, you may find yourself asking, “What is product marketing, exactly?” How does it differ from other marketing strategies? And how do you market a product in 2024?

Let’s find out.

Product Marketing vs. Conventional Marketing

Product management and product marketingmay …