95 / The Product Marketing Framework: Connecting the Market to the Product

As consumers of everything from soap to software, all we’re looking for is better, easier, simpler. Most of the time we can’t explain why a thing is better; we just know delight when we experience it. “That’s the height of product management done well,” says Martina Lauchengco. “And it’s also when product marketing takes over to help the world understand why your product is truly different.”

Martina Lauchengco is a Partner at Costanoa Ventures and author of LOVED: How to Rethink Marketing for Tech Products. In this episode of the Product Momentum Podcast, she joins Sean and Paul to explore the role product marketing plays in a go-to-market strategy. Too often, Martina explains, we emphasize the marketing piece and fail to recognize the connection between our product and the humans who are using it. And that’s the big thing that gets missed. “Product marketing is the act of connecting the market to the product, not just promoting the product in the market.”

There’s actually a strategic framework for all the activities that bring your product successfully to market, she adds. “And it represents a very big difference in terms of the actions that are taken. First is the when and why. Then comes the what, followed by the how. In that order.”

Martina’s framework examines not only the activities we product managers need to navigate. We’re also responsible for encouraging our teams to share product market-facing activities – each of which is assigned a specific role.

Listen to the entire pod to learn more about Martina’s product marketing framework, including the fundamental roles responsible for its execution: the Ambassador, the Strategist, the Storyteller, and the Evangelist.

Other insights from Martina Lauchengco:

• Owning the market is about owning the conversations in your category – and you can do that pre-launch.
• Product marketing is more a framework than a checklist of activities.
• Building software is not about the features you add; it’s about making someone more successful at the job they’re trying to do.

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