The Product Marketing Manager is a marketing professional with a track record of success in taking enterprise software products to market and managing marketing activity for multiple product initiatives. With an entrepreneurial flair, the Product Marketing Manager will be responsible for supporting our Marketing and Sales organizations as a direct resource for strategic planning, industry & product-based research, messaging & positioning, go-to-market planning & execution, sales tools & enablement, and promotional communications. The Product Marketing Manager must be able to work with cross-functional teams inside and outside of Tripwire leveraging support for product and strategy content for the creation of product-focused marketing.
What You Need to Succeed:
Champion the Product: Deliver a compelling vision which incorporates key input from customers, sales, product management, marketing communications and others to influence product & solution marketing strategy and planning, the analyst & press community, and product definition.
Unified Positioning and Messaging: Guide and develop positioning, messaging and branding for the product suite.
High-impact Marketing Content: Develop and maintain product content and ensure alignment with key stakeholder groups including sales, marketing communications, product management, business development, and management.
Communicate and Sell the Value: Drive and deliver the development of compelling content for Tripwire products (internally and externally) which deftly balances the technical details with the business benefits. Align the Tripwire eco-system behind Tripwire’s value proposition. Drive value-based selling of key products by developing and managing go-to-market initiatives.
Product Go-To-Market Management
Plan, develop, execute & sustain all elements of go-to-market initiatives, including worldwide product launches, strategy, market research, target market analysis, outbound messaging & value propositions, differentiation, sales training & tools, and demand generation & thought leadership communications activity.
Lead tactical planning & execution of go-to-market launches between cross-functional groups.
Define all aspects of product positioning and rollout.
Establish sales processes & communication strategies.
Develop the key messages and positioning to support the brand, describe the benefits of the solutions, and convey the image of the company, throughout all marketing elements.
Define distinctive competence of product set, specifically defining the product differentiators in the context of a target buyer analysis.
Create & deliver materials for reference by Sales organization, including sales training, presentation materials, and battlecards that help drive market adoption and sales excitement & success.
Define and compose materials for external use to support product initiatives. Materials include website content, hardcopy and electronic collateral, news flash, white papers, and other documents.
Interact with customers in seminars, tradeshows, and in customer visit settings.
Define and conduct product-related presentations internally and externally.
Define marketing promotional programs and ensure sustainability.
Internal Marketing Activities
Responsible for generating “buzz” within the company, especially the sales channels, to create excitement around designated solutions.
Define and champion thought leadership within industry and product categories.
Develop vertical market strategies.
Research and develop go-to-market strategies that balance market/competitive sensitivity with internal return on investment of development.
Conduct sales analysis and win/loss analysis, including definition of progress metrics (e.g. forecast sales projections, evaluation-to-lead conversion, average order size).
Incorporate results into activity planning to identify the market segments on which to focus sales activity.
Minimum Education and Experience :
Bachelor of Science, Business Administration or Communications required. MBA desirable.
5+ years experience in enterprise software Product Marketing role, including the launch of a successful software product.
Management of marketing activities across multiple products required.
Some competitive analysis experience/industry experience desirable.
§ Familiarity with Professional Services and Strategic Partners and prior experience marketing/selling to CIO’s and senior IT management is a definite advantage.
§ Ability to simplify and articulate complex IT concepts through written and verbal communications. Presentation and training experience is highly desired.
§ Must demonstrate good communications skills, both written and verbal.
Must demonstrate good teamwork skills, including the ability to collaborate and build consensus in a cross-functional team decision situation.
Must be a self-starter and able to work independently with an entrepreneurial spirit.
Must demonstrate the ability to work effectively in a fast-paced, high-growth environment.
Must demonstrate leadership and program management skills, including the ability to define goals and tasks, identify contributors, and focus cross-functional participants toward scheduled activity.
Must demonstrate the ability to formulate, communicate, and establish overall strategy and plans.
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