What Is Product Marketing? A Guide to Getting Started + Examples

What Is Product Marketing?

Product marketing is the process of promoting your product and communicating its value to customers. To make sure the right audience understands what your product does, why it’s significant, and how it can benefit them.

The “product” definition in marketing refers to an item or service a company offers to meet the needs and wants of buyers. Like clothing, insurance, or software.

This article will explore:

• The importance of product marketing
• Roles of product marketing managers
• Steps for creating an effective product marketing strategy
• Inspiring product marketing ideas and examples

First, let’s clarify how product marketing differs from brand marketing and product management—areas people often confuse.

Product Marketing vs. Brand Marketing

Product marketing and brand marketing play distinct roles.

Product marketing zooms in on promoting one specific product—highlighting its features, benefits, and how it meets customer needs.

Take a look at this Apple video promoting the iPhone 15:

It’s a prime example of the iPhone 15’s product marketing team at work, solely focused on highlighting this phone’s features. Not just covering Apple as a brand.

On the other hand, brand marketing is all about building brand awareness with the company’s target audience.

Let’s look at another Apple campaign: Every product carbon neutral by 2030.

This video, driven by brand marketing, showcases Apple’s commitment to sustainability and aligns with its larger...