Growth Marketing vs. Product Marketing.
A short explainer on the difference between growth marketing and product marketing.
For a very long time, I was very confused by the distinction between growth and product marketing because I often saw people use the two terms interchangeably like they mean the same thing but they don't.
The focus and core activities of a growth marketing role are very different from that of a product marketing role as you’ll see below.
Growth Marketing.
In growth marketing, your focus is the entirety of the marketing funnel. The goal of all your activities from launching experiments to optimizing campaigns across channels is to get your prospects and customers to move down the funnel.
For example, If I work as a growth marketer at Kuda bank, my job is to ensure the discovery of the Kuda Product (awareness) and move the prospects who are aware of Kuda bank down the funnel to the point where they become customers and evangelists of the brand. You can read more about the growth funnel here.
Product marketing.
As a product marketer, your job is to effectively communicate the value of your product and its benefit to your audience.
So a critical requirement to being a product marketer is an in-depth understanding of your audience. You should know:
Your audience's goals and problems.
The other tools your audience is using.
Where your audience goes for information.
How your product meets your audience's needs.
And your responsibility as a product marketer is to;
Define your product's positioning and messaging framework.
Communicate your product's features and benefits.
Ensure that your product's messaging is consistent.
Plan product launches.
Work with the product team to develop features that meet the customer's needs.
Liaise with customer-facing teams to understand your audience's experience with the product etc.
Product marketers are a lot more focused on activities relating to the user and ensuring that the product's value is being properly communicated to the audience.
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