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A Product Marketing Manager is responsible for achieving revenue, retention, and awareness goals for MarketScan. This position is responsible for 1) applying expertise in market, audience and product(s) to marketing strategy; 2) using those insights to build differentiated value propositions aligned to target buyer segments; 3) developing strategy and tactics to generate awareness and demand to achieve business goals; and 4) ensuring enabled routes to market. This role works across multiple disciplines, within marketing and across the business, to build successful marketing strategies and GTM plans.Key Responsibilities and Expected Outcomes*
Market: Expertise in market, audience, and product, applied to marketing strategy.
Understand and apply market size, addressable market, market needs, and market trends for your product(s) to marketing strategy.
Quantify and segment market opportunity, understanding how we compare versus the competition.
Build and apply competitive positioning at product capability level to marketing activities, directly against competitors.
Interview all members of buying group (buyers, users, influencers) and complete win/loss analysis to deeply understand audience and all members of buying group.
Leverage customer feedback to help guide the future direction of your product roadmap and ensure it has the capabilities that address the most important needs of our buyers.
Messaging: Differentiated value propositions and compelling messaging for your product(s), aligned to market insights and segmented by key buying groups.
Develop and refine clear, differentiated value proposition and messaging, focused on how product(s) solves market problems, and reflective of evolving markets and competitive pressures.
Test and refine value propositions and messaging with customers, analysts, and sellers.
Apply NPS results and verbatims to drive product and journey improvements.
Enablement: Enabled routes to market to ensure achievement of signings and revenue targets for your product(s).
Understand full deal flow – pipeline metrics, key deals, yield rate, avg deal size, length of sales cycle, customer acquisition cost, and customer lifetime value – to optimize and adjust marketing plan.
Partner closely with sales enablement team on training initiatives to ensure sellers, partners, and digital consultants are enabled to effectively identify, validate, progress, and sell your product.
Grow partner ecosystem for your product.
Programs: Appropriate mix and volume of tactics to generate awareness and demand, aligned to business goals for your product(s).
Ensure compelling end-to-end buyer journeys, optimizing messages and tactics to buyer needs.
Support sales-led activity to achieve signings and renewal rate targets.
Develop marketing programs to generate and accelerate prospects through funnel.
Build and lead go-to-market and launch/release plans aligned to product roadmap, including sponsor user programs
Influence customers, analysts, media, etc, to understand value delivered by your product(s).
Facilitate external speaking and media engagements for customers, internal SMEs, and influencers.
Complete compelling customer references for your product(s), aligned to key themes.
Ensure compelling end-to-end content journeys for your product(s).
It is the policy of Merative to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, Merative will provide reasonable accommodations for qualified individuals with disabilities.
Merative participates in the federal E-Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E-Verify program, please click here: http://www.uscis.gov/e-verify/employees
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