Product Marketing Manager - Geospatial Technologies - job 1 of 2

The Product Marketing Manager at Esri is responsible for driving product awareness and demand while collaborating cross-functionally with teams like product management and corporate marketing. The role involves leading communication strategies around product changes, executing global product release activities, and creating educational materials that showcase the technology's capabilities.

To apply for the Product Marketing Manager role at Esri, candidates should have at least 2 years of experience in product marketing, business development, or a related field. A bachelor's degree in business, marketing, or GIS is required, with recommended qualifications including experience in geospatial technologies and strong communication skills.

The Product Marketing Manager plays a crucial role in supporting Esri's mission by promoting innovative geospatial solutions that address significant global challenges. By crafting effective messaging and leading product strategies, this role helps drive awareness and adoption that ultimately lead to positive global change.

Essential skills for a successful Product Marketing Manager at Esri include strong verbal and written communication abilities, project management, problem-solving skills, and the ability to convey complex technical information in an accessible way. A background in Geographic Information Systems (GIS) is also highly advantageous.

At Esri, the work environment for a Product Marketing Manager is dynamic and collaborative. You will work in a cross-functional team with a diverse group of professionals who are passionate about technology and making a difference. The company values inclusion, allowing all employees to contribute fully to their roles.

When crafting product messaging and positioning, I start by understanding the unique needs and pain points of our target audience through market research. I focus on the core benefits of the product, ensuring that the messaging resonates with users. Collaboration with product management and engineering is critical to distill technical features into clear and compelling messages.

In a previous role, I managed a marketing campaign that involved launching a new software feature. I created a comprehensive plan that included webinars, email outreach, and social media promotions. The campaign successfully increased adoption by 30% within the first three months, and I utilized customer feedback to iterate and improve the messaging throughout.

To measure the success of a product launch, I track Key Performance Indicators (KPIs) such as product usage rates, customer feedback, media coverage, and overall sales figures. I also analyze engagement metrics from marketing materials and campaigns to assess how effectively we reached our target audience.

In a fast-paced environment, I prioritize by assessing the urgency and impact of each task. I utilize project management tools to keep track of deadlines and collaborate with team members. Regular check-ins help ensure that we’re aligned on priorities and can adapt as needed.

Customer feedback is integral to my marketing strategy. It allows me to understand the user experience and determine areas for improvement. I incorporate feedback into product messaging and promotional strategies to better align with our audience's needs, and conduct follow-up surveys post-launch to refine our approach continuously.

I stay up-to-date with trends in product and marketing strategies by reading industry publications, attending webinars, and networking with professionals in the field. This allows me to bring fresh insights and innovative ideas to my role, ensuring that our strategies are current and effective.

My experience working with cross-functional teams has been quite enriching. I believe in open communication and collaboration, ensuring that all stakeholders are kept informed and engaged. I seek input from diverse perspectives, which often leads to creative solutions and successful marketing initiatives.

To educate prospects and users about new products, I develop a mix of informative content, including webinars, case studies, and tutorial videos. I also utilize targeted email campaigns and social media to reach our audience effectively. This multi-channel approach ensures comprehensive coverage and engagement.

If a product receives negative feedback, I would first gather all the information to understand the concerns fully. I would engage with users to discuss their experiences and relay these insights to the product team for potential improvements. Transparency in addressing the feedback can rebuild trust and show that we are committed to resolving issues.

In past roles, I have used various marketing technology tools like HubSpot for inbound marketing, Google Analytics for tracking campaign performance, and Salesforce for managing customer relationships. These tools help streamline processes, gain insights and ultimately enhance the effectiveness of marketing campaigns.