The Product Marketing Manager creates and communicates compelling narratives, defines messaging for market segments and initiatives, and creates content that engages the market. This role develops and executes global product and market strategy initiatives by capturing market insight and translating it into actionable, differentiated products and programs which benefit customers and drive revenue. This includes playing a key role in product launches, planning and executing marketing campaigns, supporting marketing initiatives and partner-related marketing activities, as well as. working in a cross-functional capacity to develop and successfully execute strategic and tactical marketing plans in coordination with product and sales groups.
ESSENTIAL JOB FUNCTIONS AND RESPONSIBILITIES:
Go to Market Planning: Implements the go-to-market strategy, including segment selection, customer needs analysis and buying triggers. Assists in developing the annual marketing plan and aligning to product roadmap, in partnership with Marketing leadership and the product, sales and partner teams.
Messaging & Positioning: Develops crisp, compelling and differentiated messaging, value propositions and competitive positioning for the product and solution portfolio, adapting to the strengths of each marketing channel (e.g. website, social, blog, email, field, direct mail). Be the expert on your buyers, how they buy and their buying criteria; know your competition and market drivers.
Sales Enablement: Collaborates with sales to prioritize and create sales tools (such as play books, cheatsheets, call scripts, presentations, competitive battle cards). Creates and delivers high-quality sales enablement content and training, to equip inside, direct and indirect sales channels to successfully compete and win business. Deliver sales training and provide direct deal support as necessary.
Content Development: Creates content for marketing campaigns, aligned to buyers’ journeys, to create market awareness, generate buyer interest and convert to purchase. May include email/website copy, blogs, webinars, data sheets, whitepapers, and customer stories, among others.
Works with demand generation to define and scope marketing programs to drive product awareness, sales pipeline and increased adoption.
Install Base Management: Manages install base communications and programs to positively impact retention, advocacy and customer engagement, including advisory boards, user groups and online communities
Partner for Product: Conducts and/or utilizes market and competitive analysis & segmentation, such as web research, customer interviews, and analyst briefings. to identify the best opportunities to grow addressable market and market share. Contributes to product roadmaps by understanding market trends, voice of customer input, competitive environment and near-term priorities.
Ensure appropriate levels of coordination and calibration across marketing team and other stakeholders.
Responsible for measuring, reporting, and analyzing campaign/project results and making recommendations to enhance future programs and projects.
Lead or participate in other projects or duties as assigned.
KNOWLEDGE, SKILLS AND ABILITIES:
Comprehensive understanding of the marketing and product planning process.
Strong strategic planning and tactical implementation experience in marketing across various outlets including web-based, traditional, multi-media, etc.
Working knowledge of major ERP, e-commerce, and procurement systems (ex. SAP, Oracle, NetSuite, Sage, Quickbooks, Magento, Ariba).
Familiarity with cloud/SaaS offerings, and/or experience in the middleware market with strong technical acumen.
Strong analytical skills and passion for analyzing products, competitors, and market dynamics.
Ability to manage projects and make decisions across multiple opportunities and/or priorities.
Strong presentation skills for external presentations to various sized audiences.
Metrics-oriented and customer focused, with a strong interest in speaking with customers regularly.
Exceptional written and verbal communication skills.
Highly motivated, self-starter with exceptional organizational skills.
Quick learner with a "roll up the sleeves" approach and incredible attention to detail.
Relentless optimism and strong work ethic.
A proven track record of success in a fast moving, technical environment.
Experience in marketing channels (advertising, direct mail, tradeshows, web, etc.)
Excellent knowledge of marketing strategies and tactics
Knowledge of full project life cycle execution for web development, email campaigns, online media production, and mobile marketing
Must be detail-oriented and able to manage multiple projects and be customer-focused.
Strong project management experience
Excellent interpersonal skills to work with internal and external stakeholders
Proven ability to meet tight deadlines and handle complex problems with minimal supervision.
Knowledge of marketing communications and event organization preferred.
Ability to apply professional concepts, experience and company objectives in order to perform an in-depth analysis of situations or data to resolve complex issues in creative ways.
Ability to work without supervision. Wide latitude for independent decision making.
Ability to network with key contacts outside own area of expertise.
Ability to listen and understand information and communicate the same.
Must possess strong facilitation skills.
Must be results oriented.
Proficiency in Microsoft Office packages is required.
Ability to manage job-related and personal stress effectively.
EDUCATION AND TRAINING:
Bachelor’s degree in Marketing or other related area or an equivalent combination of education and experience.
7+ years’ experience with marketing, business development and/or product management in the enterprise IT software space.
Extensive experience developing and validating positioning, messaging, competition, segmentation, and go to market strategy for a fast-paced technology market.
Previous experience with SaaS, Cloud solutions desired.
Successful track record of developing go-to marketing programs with measurable results.
REQUIRED FOUNDATIONAL COMPETENCIES:
Builds Relationships: Fosters open dialogue and obtains shared commitment to proposals; shared ideas and information to promote mutual understanding, respect, and effective decision-making.
Drives for Results: Acts to create opportunities for Vertex SMB or to avoid future problems; has the courage to act with incomplete information rather than simply thinking about it; maintains a focused commitment to achieving enterprise objectives.
Knows the Business: Understands and applies knowledge of Vertex SMB’s business and processes to accomplish goals.
Anticipates Customer Needs (internal and external): Establishes and maintains productive relationships with customers and partners, anticipating their needs.
Learns Continuously: Expands own knowledge base to enhance performance; seeks development to increase strengths for current and future needs.