Product Marketing Specialist

2 months ago

Topeka, United States myGwork - LGBTQ+ professionals & allies Full time

Product Marketers leverage a deep understanding of the market, customers, Pearson products, the competition, and the sales pipeline to inform product development and define go-to-market strategies that enable Pearson to win. Working across a broad set of internal and external stakeholders – including product management; sales; other marketing teams; and faculty and student customers – Product Marketers take an 'ownership' mindset focused on growing and monetizing Pearson market share. Key Functions Of The Product Marketer Include: Capture the voice of the customer and sales to inform product plans, platform roadmaps, pricing & product model strategies, and go-to-market plans Create product stories, value propositions, positioning, core messaging and sales tools that enable Pearson go-to-market teams to win Work with the Director of Marketing to inform go-to-market priorities to ensure that go-to-market teams are focused on the markets and products that offer the greatest opportunities for share growth and monetization Define go-to-market strategy, goals and success metrics focused on gaining and monetizing share in priority markets Responsibilities: Capture, document, and continuously update market, customer, sales, and competitive insights to inform product plans and go to market strategies that enable Pearson to win Gather and synthesize data to document insights that: Inform product plans, platform development roadmaps, and product/platform investment Inform pricing and product model strategies Identify market and sales opportunities to grow share Inform winning product & platform value propositions, positioning and messaging Keep up with competitive product releases, threats, and opportunities Engage customers, Product Sales Specialists, and Sales Reps virtually and in the field to capture the voice of the customer and sales Create product stories, value propositions, positioning, and core messaging for key products and customers that enable Pearson teams to beat the competition Develop product and platform attributes into product stories, value propositions, and core marketing messages Create comparative analyses of internal and competitive offerings that differentiate our own products and that demonstrate how our products beat the competition Develop product value propositions and core messaging specific to key competitors and customer personas Synthesize market data, customer insight, sales feedback, pipeline opportunity analysis, product release plans, and competitive intelligence to inform go to market priority setting with the Director of Marketing Contribute to an annual go-to-market prioritization process focused on maximizing our ability to grow and monetize share in the coming year Reinforce alignment to priorities across product, sales, and marketing teams to ensure go-to-market success Develop go-to-market plans that define the go-to-market strategy in key markets; are focused on accelerating the sales pipeline; and that establish goals and success metrics Develop specific plans for go-to-market success focused on how we win Accounts & pipeline opportunities to target Competitors to beat Priority products and features Establish goals and metrics for the go-to-market plan Unit/revenue adoption retention goals Pipeline progression & win/loss rates Collaborate with Campaigns on the execution of the go-to-market strategy through targeted campaign plans Create and maintain core sales tools and participate in the execution of sales training in collaboration with Training & Development and Product Sales Specialists Qualifications: Undergraduate degree required 1-3+ years of B2B product marketing experience OR 3-5+ years developing, promoting, or selling digital solutions in the higher education content/ed tech space Proven collaboration skills and the ability to lead through influence Strong analytical skills and the ability to leverage data and insight to inform, measure, optimize, and document the performance of go to market strategy High integrity, energy, and a desire to work in a results-oriented, diverse team environment

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