Principal Product Marketing Manager

About G2 - Our People 

G2 was founded to create a place where people will love to work. We strive to create meaning in work and provide more than just a job: a true calling. At the heart of our community and culture are our people. Our global G2 team comes from a wide range of backgrounds and experiences, and that’s what makes our G2 community  strong and vibrant. We want everyone to bring their authentic selves to work, and we do this through our company and team events, our G2 Gives charitable initiatives, and our Employee Resource Groups (ERGs). 

Our employee-led, leadership-supported ERGs celebrate the diversity of our team, foster inclusivity and belonging, and create a space to connect to each other. Through connections and understanding, we build a stronger and more dynamic global team and help every person reach their personal peak.

We support our employees by offering generous benefits, such as flexible work, ample parental leave, and unlimited PTO. Click here to learn more about our benefits. 

About G2 - The Company

When you join G2, you join the global team behind the largest and most trusted software marketplace. Every month, 5.5 million people come to G2 to inform smarter software decisions based on honest peer reviews. Authenticity is our focus, and every day we help thousands of companies, and hundreds of employees, propel their potential. Ready for meaningful work that starts and ends with compassion and heart? You’ve come to the right place.

G2 is going through exciting growth! We’ve recently secured our Series D funding of $157 million, which will further allow us to grow and develop our product and people. Read about it here!

About The Role

At G2, our Principal Product Marketing Manager for Buyer Intent and Data Solutions will lead the development and execution of comprehensive marketing strategies for our Buyer Intent Data, Marketing Solutions, and Data Solutions. This role requires a deep understanding of data sources, technology and software marketplaces, as well as experience with data for AI Agents. The ideal candidate will drive business growth by crafting compelling narratives, positioning our products for success, and collaborating with cross-functional teams to achieve strategic goals. You will report the VP of Product Marketing.

In This Role, You Will: 

Positioning and Messaging

• Develop Compelling Product Positioning and Messaging with Messaging Houses: Create differentiated and impactful messaging for Buyer Intent Data, Marketing Solutions, and Data Solutions, ensuring alignment with G2's overall brand strategy (20%).
  • Why: To effectively communicate the value proposition of our solutions to both buyer and seller audiences.
  • How: Collaborate with Product Management, Sales, and Customer Success teams to refine messaging and narratives.

• Market Differentiation: Conduct competitor analysis and market research to identify opportunities for differentiation and growth (10%).
  • Why: To stay ahead of competitors and capitalize on emerging trends.
  • How: Use market insights to inform product positioning and messaging strategies.

• Value Proposition Design: Craft foundational narratives that resonate with a variety of audiences and business leaders, highlighting the unique benefits of our solutions (20%).
  • Why: To build a strong brand identity and drive customer adoption, engagement, and product usage.
  • How: Work closely with cross-functional teams to ensure cohesive and compelling  messaging across all channels.

• Content Creation: Develop a wide range of customer-facing assets, such as whitepapers, solutions guides, and datasheets to communicate the value and differentiation of our solutions (5%).
  • Why: To provide valuable resources that support sales efforts and customer engagement.
  • How: Work with Content and Product teams to create impactful content.

Go-to-Market Strategy and Execution

• Go-to-Market Strategy Development: Lead the creation and execution of marketing requirements documents focused on a variety of buyer and seller audiences, including the launch of new solutions (10%).
  • Why: To drive business growth and increase market share.
  • How: Collaborate with Sales, Product Management, and other stakeholders to align marketing strategies with business objectives.

• Product Launch Planning: Oversee the development of comprehensive product launch plans, roadmap items, including pricing and packaging, ensuring successful execution and alignment with overall business goals (15%).
  • Why: To maximize impact, revenue and awareness of product launches.
  • How: Coordinate with cross-functional teams to execute launch strategies effectively.

• Data Analytics and ROI: Leverage product data, market research, revenue potential, adoption, and usage data to drive customer ROI, realizing both customer value and incremental revenue. (10%)
  • Why: To increase revenue revenue contributions and realize customer value for owned product areas.
  • How: Coordinate with Product Management, Data Analytics and Research Teams for data collection and insights.

Collaboration and Leadership 

• Cross-Functional Collaboration: Collaborate with Sales, Product Management, and Customer Success teams to ensure alignment and effective execution of marketing strategies (5%).
  • Why: To leverage diverse perspectives and expertise to drive business outcomes.
  • How: Foster open communication and collaboration across teams.

• Team Leadership: Mentor and guide junior marketing team members to enhance their skills and performance (5%).
  • Why: To build a high-performing marketing team.
  • How: Provide coaching, feedback, and opportunities for growth.

Minimum Qualifications:

We realize applying for jobs can feel daunting at times. Even if you don’t check all the boxes in the job description, we encourage you to apply anyway. 

• Bachelor's degree in Marketing, Business Administration, or a related field.
• At least 7 years of experience in product marketing, preferably in technology and software marketplaces.
• Proven track record of developing and executing successful go-to-market strategies.
• Strong understanding of AI and data-driven solutions.
• Excellent communication, writing, presentation, and interpersonal skills.
• Ability to influence stakeholders and build consensus.
• Experience aligning product development efforts to revenue targets. 
• Experience in the development of AI Agents and AI solutions.
• Travel: Willingness to travel for industry events and meetings.

What Can Help Your Application Stand Out:

• Certifications: Product Marketing Alliance (PMA), Pragmatic Institute or similar certifications a plus.

Our Commitment to Inclusivity and Diversity

At G2, we are committed to creating an inclusive and diverse environment where people of every background can thrive and feel welcome. We consider applicants without regard to race, color, creed, religion, national origin, genetic information, gender identity or expression, sexual orientation, pregnancy, age, or marital, veteran, or physical or mental disability status. Learn more about our commitments here. 

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