Simply copy and paste the following command line in your terminal to create your first Strapi project.
npx create-strapi-app my-project --quickstart
Product Marketing is a discipline that’s difficult to define. It’s fairly new, its scope varies from one company to another and it’s one of the reasons people very often ask themselves what is Product Marketing. When I interact with my counterparts in other companies, we first share how Product Marketing is organized in their company and I often hear comments like:
"There’s confusion about what is Product Marketing.”
“It’s hard to measure the effectiveness of Product Marketing in our company.”
“My teammates don’t understand the value of Product Marketing, and we struggle to have an impact”.
If you ever thought the same way, look no more. In this article, my goal is to share what we learned since we’ve been building the Product Marketing team at an open-core software company like Strapi, to help you understand the role and responsibilities, what is Product Marketing, and how to get organized to be the most productive possible.
Product Marketing is an incredibly cross-functional role. Product marketers are the connectors inside an organization. They are at the corner of product, marketing, sales, customer success and help connect all these teams together.
However, only 5% of Product Marketers are 100% sure that the role of Product Marketing is fully understood by other teams and stakeholders within their organization - based on the State of Product Marketing research by the Product Marketing Alliance.
In proprietary software companies, their role mainly focuses on business value. Product Marketing concentrates on bringing the product to market, making sure key decision-makers, sellers, and customers understand it.
In a developer-first, product-driven company like Strapi, Product Marketing is even more specific as it’s deeply linked with product education. It could be renamed Knowledge-based Marketing! As the source code is open for all to see, copy and customize, and as all updates are transparent, developers are the most engaged audience and the most likely to discover the product. Therefore, they are at the forefront of the decision process on buying a new technology product. They need to be able to understand the code themselves and see the value they’ll get from using your solution.
On top of the scope described above, Product Marketers must educate this community reluctant to traditional marketing tactics on every technical aspect of the product. With transparent and honest communication, they aim to make them understand the updates, choices, architecture, and future evolution of the product as mentioned on the roadmap.
Product Marketers are very cross-functional and their responsibilities include researching, positioning, launching, and driving the adoption of the product.
If you want to know how it’s like at Strapi, listen to Anastasiia, Product Marketing Manager, to know more! You could also have a read at our Handbook where we explain our ins and outs, in the most transparent way possible. Stay tuned, we’re regularly adding more pages in there.
Yves is managing Product and Corporate Marketing at Strapi. Loves music, strategy and his dog. Write me on twitter @yvesdo
Get all the latest Strapi updates, news and events.