How Can You Be a Product Marketer If You Don't Love or Believe in the Product?
As a recruiter in the B2B tech space, I often encounter product marketers grappling with a fundamental challenge: How can you effectively market a product you don't fully believe in or love? This question came into sharp focus during a recent conversation with a senior product marketing leader at a major B2B tech company. His insights offer valuable perspective for anyone in product marketing facing this dilemma.
Understanding the Root of Disbelief
Our discussion revealed that often, the lack of belief in a product stems not from the product itself, but from organizational issues surrounding it. The leader shared his experience with a company undergoing a challenging transition from on-premises solutions to cloud-based offerings. He noted, "70% of our customer base is on premise. And when we talk about cloud, like, it's interesting."
This disconnect between market messaging and reality can create a credibility gap that product marketers must navigate. It's not always about not believing in the product, but rather struggling with how the product is positioned or developed within the organization.
The BS Filter: A Product Marketer's Secret Weapon
One of the most intriguing points raised was the concept of a "BS filter." The leader emphasized, "I pride myself on understanding what I'm marketing. That's one of the key things. And if you don't get it, you're prone into hype and you get swayed by product people."
This "BS filter" is crucial. It allows product marketers to separate genuine product value from hype, enabling them to craft authentic, credible messaging. Even if you don't love every aspect of your product, understanding it deeply allows you to focus on its true strengths and potential impact.
Bridging the Gap Between Vision and Reality
Another key insight was the importance of bridging the gap between a company's vision and its current reality. The leader shared an example about the hype surrounding generative AI: "The market at the moment is just saturated with generative AI stuff. And because I've worked intimately with AI technologies, I kind of get, I get its limitations, I get its potential."
This understanding allows product marketers to craft messaging that acknowledges current limitations while painting a compelling vision of future potential. It's about being honest about where the product is today while exciting customers about where it's going.
Focus on Human Impact
Perhaps the most powerful point made was about shifting focus from product features to human impact. The leader stated, "Nobody buys software because the software's cool. I've never seen a procurement department say, reason for purchase: Cool stuff. Right. Nobody does that. It's. It unlocks potential in people."
This perspective allows product marketers to transcend any personal reservations about specific product features. By focusing on how the product can positively impact users and businesses, you can find genuine enthusiasm even for products you might not personally love.
Embracing the Role of Change Agent
Finally, the conversation highlighted the role of product marketers as change agents within their organizations. If you don't fully believe in your product, you're in a unique position to drive positive change. Use your insights to push for improvements, advocate for customer needs, and help shape the product's future direction.
Conclusion
Being a product marketer for a product you don't entirely love or believe in isn't about faking enthusiasm. It's about leveraging your critical understanding, focusing on genuine value, and driving positive change. By maintaining your integrity, focusing on human impact, and embracing your role as a change agent, you can not only market effectively but also contribute to improving the product and your organization as a whole.
Remember, your role isn't just to promote a product – it's to bridge the gap between what the product is today and what it could be tomorrow. That's a mission worth believing in, regardless of your current product's limitations.
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