Introduction

Suppose you have a great SaaS-based product, for instance, a software that connects restaurants with food delivery agents. You need a solid product marketing team to complement the software product to create a market presence for the product and expand your business.

According to Statista, there are 9,100 leading SaaS companies in the United States itself as of 2024. This is quite a competitive milieu, and generating a customer base for your product requires a dedicated team.

Therefore, it is essential to understand the importance of creating a product marketing team, which includes a Product Marketing Manager, a Content Head, and a Head of Growth. This article describes who they are and how having them can strengthen your business.

What Comprises a Product Marketing Team Structure?

A product marketing team consists of three main roles, namely:

Product Marketing Manager (PMM)

A Product Marketing Manager is tasked with crafting a compelling narrative around a product that positions it as solving a particular customer pain point and adding value to the customer’s endeavor.

Content Head

The Content Head is responsible for creating and revealing technical documentation and blogs that communicate about the product to the end user.

Growth Specialist

The Growth Specialist is tasked with coming up with strategies that are aimed at scaling the business.

Let’s understand their role in detail now.

Role of a Product Marketing Manager in SaaS Companies

The Product Marketing Manager (PMM) is a master storyteller who weaves a narrative surrounding the product. The PMM crafts compelling messages emphasizing the product's value proposition so that customers will want to buy it.

Especially when it comes to a SaaS-based product, the PMM’s role becomes crucial in communicating the unique points of a very niche product to its target audience.

For instance, consider Slack’s brilliant product marketing strategy. Slack, a workplace messaging app, launched an advertising campaign with the tagline ‘So Yeah, We Tried Slack’ that, in a fun and raunchy manner, communicated how frustrated office employees were much more organized when they started using Slack to communicate. The advertisement was in a mockumentary style and a funny tempo marketed Slack’s product.

This story weaving that propositions Slack’s product as a chaos settler at the workplace is the job of a product marketing manager.

Here’s what they do:

Target Market Identification

A significant duty of the Product Marketing Manager is to decide and clearly define the potential customers to whom the company is selling the product.
Understanding the behavior, attitude, and demographics of consumers, they target this demarcated segment to promote the product and ensure it reaches the right consumer at the right time.

Unique Selling Propositions (USPs)

Carving out a unique selling propositions (USP) communicates to the consumer that the product adds exceptional value to their life.

For example, you can be a SaaS marketing agency, of which there are many in the market. However, you need to set it apart to establish a position in the market.

So, Infrasity assists early-stage SaaS companies with a USP that combines technical content writing and marketing with a comprehensive technical SEO strategy.

Effective Messaging

Every company has a clear brand message.

• Notion wants to empower individuals and teams to design a workflow with a collaborative structure.

Clear brand messaging goes a long way in building customer loyalty; every product must be marketed in line with the brand messaging.

Role of the Head of Content in Marketing a Product

Now, let’s discuss the role of the Content Head in marketing a product. SaaS products are highly technical. To communicate their features to end users, they need comprehensive documentation in the form of user manuals, guides, and technical blogs. This is the job of a Technical Content Head.

For instance, suppose you are a SaaS company whose product simplifies pushing and reviewing codes. Your product's technicalities must be communicated in an understandable way to enhance the user experience. This communication is the Content Head's team's job.

However, content heads can also be entirely non-technical, depending on the industry and product type.

Here's what they do:

Content Strategy in Accordance With the Brand Identity

• Devise a comprehensive strategy for the company to develop content (articles, videos, pictures).
• Ensure that all content distributed across platforms (social media, company blog, etc.) is aligned with the overall feel and appearance of the brand.

Search Engine Optimization (SEO)

• Ensure all content is written in accordance with a foundational SEO strategy.
• Determine topics for blogs, relevant keywords, and subheadings that should be present in the content to garner organic traffic.

The Content Head is crucial because they assist the company in reaching out to people. This involves working with writers, designers, and video producers to ensure that all work meets the desired quality.

Role of Growth Specialist in Product Marketing

Finally, there is the Head of Growth position; this person takes care of the company’s expansion and continuously looks for ways to increase the customer base and revenue. They are like the discoverer, seeking new opportunities to expand the company’s operations.

What the Head of Growth does:

Search for Growth Opportunities

They constantly seek fresh opportunities to bring in new customers or explore new demographic segments for selling products.

For instance, Shopify was previously targeting brands to sell their merchandise on Shopify. But then it decided to focus on a small section of this: influencers who wanted a platform to sell their merchandise—amazingly opening a new audience segment to foster growth opportunities.

Data Analysis

They analyze numbers and reports to discover what is working and what is not.

Standard tools for analyzing product engagement include:

• Mixpanel
• Amplitude
• Pendo

Google Analytics is the foremost tool for gaining insights into how well the content created around the product is performing on the Search Engine Results Page (SERP).

Customer Acquisition

They make arrangements to attract more customers to the business through advertisements, special offers, or partnerships.

This includes focusing on all three marketing funnel stages:

• ToFU (Top of Funnel) – Brings in organic traffic by appearing on the SERP.
• MoFU (Middle of Funnel) – Retains the generated organic traffic through strategies such as an informative landing page.
• BoFU (Bottom of Funnel) – Focuses on high-intent leads who are on the cusp of making a purchase.

Efforts directed towards scaling the business by acquiring new customers and retaining existing ones fall under the purview of a Growth Specialist.

How Do These Roles Work Together?

Cooperation between the Product Marketing Manager, Content Head, and Head of Growth is essential for business development. While each role has different responsibilities, they are all part of a product marketing team structure.

Hypothetical Example

Let’s take a hypothetical example of a fictional SaaS company named Runway that provides video editing tools to filmmakers and editors. Runway has newly launched AI-powered editing software.

• A Product Marketing Manager’s job will be to craft a compelling message that will position Runway as the best solution for video editing and will also emphasize the new AI features as the USP.
• The Content Head will create blogs that detail how to use the latest AI feature and its deep technicalities.
• The Growth Marketing Specialist will analyze performance metrics, conduct data-driven experiments, and work on acquisition and retention of clients to scale business growth by making people try the new AI-powered product.

This is how these three roles that comprise a product marketing team work together to market a product.

Conclusion

This article explored the need for a Product Marketing team comprising a Product Marketing Manager, Content Head, and Growth Specialist in customer acquisition and retention.

SaaS companies produce niche products that need a well-crafted strategy to reach their potential customers. A Product Marketing team focuses on particular products and communicates their features and benefits to end users through various means, such as:

• Advertising campaigns
• Informational blogs
• Technical SEO
• Keyword strategy
• Competitive analysis

Book a demo for end-to-end content marketing for SaaS companies, equipped with detailed technical documentation around your product and creative product marketing strategies.

Frequently Asked Questions (FAQs)

1. What are the 5 P’s of Product Marketing?

Product, Price, Promotion, Place, and People are the 5 P’s of Product Marketing. It essentially means that the narrative around a product is woven, keeping in mind:

• Target audience (People) – whom you want to sell to
• Place – where your target audience belongs
• Price point – affordability and value

Keeping Place, People, and Price in mind, a promotion strategy is devised to market the product.

2. What is the difference between a marketing team and a product team?

The Marketing team is responsible for the brand as a whole, while the Product Marketing team exclusively focuses on particular products made by the company.

For example, the Marketing team for Notion, a SaaS-based company that provides a collaborative work organization space, will focus on marketing Notion as a whole.

Whereas the Product Marketing team for Notion will concentrate on selling particular products, such as the new AI-powered organization feature.

3. What is the salary range of a Product Marketing Manager?

The salary range for a Product Marketing Manager in the United States is approximately $90,000 at entry level. It rises to about $160,000 in senior positions.

It is a job that requires impeccable communication skills and creativity.