If you work in demand generation (or any form of marketing), and you aren't a good product marketer then you can't and won’t be a good demand gen marketer. I know that is a very committed statement, and I will get into the why, but I want you to think back to your favorite marketers, and think about their characteristics.

Marketers should be the most knowledgeable about the product they sell.

For my argument, I am going to break down 4 essential elements of product marketing, including product, audience, messaging, and promotion.

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