Outsider perspectiveWhy Product Marketing Managers Aren’t Always the Best People to Create Compelling B2B Marketing Content
In the B2B world, product marketing managers (PMMs) play a crucial role in guiding the product lifecycle, from conception to market launch.
Their deep understanding of the product’s features and functionalities makes them invaluable. However, when it comes to creating compelling marketing content, they might not always be the ideal resource. Here’s why.
Deep Product Focus Can Limit Perspective
PMMs are experts in their products. They know every feature, update, and technical detail. However, this deep focus can sometimes narrow their perspective. When creating marketing content, the goal is to communicate value to the customer, not just list features. PMMs, given their proximity to the product, may default to talking about specifics rather than addressing customer pain points and benefits.
Marketing Content Requires Customer-Centric Thinking
Compelling marketing content in a B2B environment is all about understanding the customer’s journey. This involves knowing their challenges, decision-making processes, and industry-specific nuances. While PMMs understand the product, they may not have the same level of insight into the broader market landscape or the emotional triggers that drive B2B purchasing decisions.
Collaboration Across Teams Can Offer Diverse Insights
Creating effective marketing content often involves collaboration across multiple teams, including sales, customer support, and market research. Each of these teams provides unique insights into customer behaviour and market trends. PMMs may not always engage with these teams in-depth, leading to a lack of holistic understanding. Marketing professionals, by contrast, are trained to synthesize these varied inputs into cohesive content.
Specialized Content Creation Skills
Effective marketing content requires not only an understanding of the audience but also specific skills in storytelling, design, and digital platforms. Marketing professionals are trained in these areas and can craft narratives that resonate with diverse audiences. PMMs, while experts in their domain, might not possess the same level of expertise in content creation and distribution.
While product marketing managers are crucial to B2B businesses, their skill set might not always align with the demands of creating compelling marketing content. By collaborating with marketing professionals, B2B companies can ensure their content is both technically accurate and emotionally engaging, striking the right balance between product knowledge and customer-centric storytelling.
