Part of the Product Marketer’s role is to create content, messaging, and positioning for use at the top and middle of the funnel. I partner with demand gen and growth teams to drive awareness and consideration, generating thousands of leads. My approach is to work across product, go-to-market, and marketing teams with a foundational set of strategy and messaging briefs that efficiently capture the nuances of the target ICP (Ideal Customer Profile) — where they live, what resonates with them, and what they’re looking for in a business solution. In addition, I roll up my sleeves. I’ve written copy for landing pages, email campaigns, social media posts, and more that has driven thousands of leads and acquired hundreds of customers. My goal is to establish Product Marketing as the “quarterback” of the marketing function. We serve as the “glue” between product strategy, marketing, and sales. Over the years, I’ve developed a library of campaign templates honed over time to align the marketing team (demand gen, growth, field, content) and sales team (via enablement). This has proven to be a powerful approach to fuel integrated marketing programs to drive awareness, consideration, purchase, and then advocacy because it ensures there are no “random acts of content”. The entire sales motion is tightly focused on winning messages, and thus every marketing execution in the demand funnel builds upon the next to form a drumbeat across the marketplace.