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Sr. Product Marketing Manager

Apollo


2 months ago

Job type: Full-time

Hiring from: Anywhere

Category: Product


The Company
 
Apollo.io's mission is to help every business to fulfill their full market potential by connecting companies with amazing solutions with those who need them most. We've built a database of 250 million business contacts and 10 million companies, and our software helps sales and marketing identify and convert their most likely potential customers. We've raised over $10 million from Silicon Valley investors such as Y Combinator, Nexus Venture Partners, SV Angel, and Social Capital, and are profitable and continuously growing. We're headquartered in San Francisco, CA with a brilliant worldwide remote team.
 
Apollo is the foundation of your entire go-to-market strategy.
 
Your Role & Mission
 
At its core, the Sr. Product Marketing Manager needs a deep understanding of the customer and the market, to ensure that:
- A product and its new features are appropriately positioned on the market,
- Sales and marketing teams have all the necessary knowledge and materials enabling them to attract new customers,
- The product could satisfy the target audience’s needs and overcome their pain points,
- Product demand and adoption are on continuous rise, and
- The product remains relevant as markets evolve.
 
Competencies/Key Traits
- You are someone who is creative, a quick learner, and is deeply curious
- You have excellent written and strong verbal communication skills
- You have a deep understanding of product marketing fundamentals
- You are a strategic thinker and have a good eye for design
- You are naturally customer obsessed and have deep customer empathy
- You are intelligent and have a high EQ
- Strong team player
 
Daily Adventures/Responsibilities:
 
General
- Market intelligence—be the expert on our buyers, who are they, how they buy and their key buying criteria.
- Understand the competitive landscape—be an expert on our competition and how they are positioned.
- Collaborate with product management and marketing communications to develop product positioning and messaging that resonate with our target buyer personas.
- Understand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make. Then drive changes to our sales and marketing processes based on what you learn.
- Develop a marketing plan for the products you support in conjunction with our marketing team, including key activities and budgets to support the retention of existing customers and the acquisition of new customers.
- Assess the effectiveness of the marketing programs that support your products on an ongoing basis, and report back to the business on required changes.
- Plan the launches of net-new products and releases of existing products, and manage the cross-functional implementation of the plan.
- Act as the primary thought leader for the products you support externally, including speaking engagements and written works.
- Understand and support our sales channels; train them on the problems we solve for our buyers and users; develop internal tools and external collateral and teach them how and when to use it.
 
For Launches
Let’s look at a product marketer’s responsibilities in each stage leading up to a product launch to get a better look at the life of a product marketer
 
Stage #1. Customer Development
Pre-launch, a product marketers job is to play a key role in defining the target market and understanding the potential customer.
 
Stage #2. Positioning & Messaging
After customer development, it’s the product marketer’s job to turn those learnings into something actionable. This typically comes in the form of a positioning document or a list of key messages. Product marketers try to answer these three questions with their positioning: Who is this product for? What does this product do? Why is this product different than what’s out there?
 
Stage #3. Teaching Out Positioning & Messaging
Now that positioning and messaging has been developed, it’s the product marketers job to make sure that everyone at the company knows it. Positioning won’t stick unless everyone is on the same page, so it’s important for product marketers to get buy-in and teach out they key messages across the organization.
 
Stage #4. Creating A Launch Plan
Product marketers own the creation of a launch plan, which typically involves various teams from across an organization, including traditional marketing, sales, support and more. At the end of the day, most product marketers are measured on demand (whether it be new signups, cross-sells or feature adoption) so creating an effective launch plan is critical to a successful launch.
 
Stage #5. Creating Launch Content
Launch content is the glue to any launch plan. Product marketers will work with almost every team inside of an organization on launch content, including everything from demo decks to product screenshots, sales materials, blog content, landing pages and website updates.
 
Stage #6. Preparing The Team
Internal communication can be just as important as external communication for a product launch. It’s the product marketer’s job to make sure the entire time is prepped and ready to go before launch. This usually means everything from making sure the website is ready to go live to making sure that the support team is ready to field calls.
 
Stage #7. Launch
The launch is the defining moment for a product marketer. This is when the rubber meets the road and customers start coming in — but the best product marketers are ready to adjust everything for a launch on the fly.
 
Expected Outcomes
 
The tangible results of the Sr. Product Marketing Manager includes:
- Buyer personas that provide structure and insight for a company.
- Positioning and messaging that that attracts and converts prospects and leads.
- Sales enablement materials that help reps close more deals.
- Competitive intelligence that gives the team a deep understanding of the market.
- Go-to-market strategy and launch plans that outline in detail how the product will be promoted and sold.
 
What You'll Love about Apollo
 
We're a technology-first team dedicated to building the greatest engagement software available. Besides the culture that thrives in openness and excellence, we invest tremendous effort to developing our remote employees's careers. You’ll be a significant part of a lean, remote team, empowered to really own your role as a proactive product marketing manager. We’re very collaborative at Apollo, so you’ll be able to lean on your teammates, even in adjacent departments, to help you achieve lofty goals. You’ll be supported and encouraged to experiment and take educated risks that lead to big wins. And, you’ll have a whole team remotely by your side to help you do it!

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