Welcome to San Diego Product Marketing Group

We're your local product marketing consulting agency, and our mission is to help founders and organizations build the right product marketing framework from the start. But what exactly is product marketing, and why does it matter? Let's use an analogy.

The house analogy

Say you're building a house. Before the interior design or the plumbing, you need a blueprint and a solid foundation. Who is this house for? What do they need? How many rooms, what layout? Get that wrong and nothing else matters.

Product marketing is that blueprint and foundation: your positioning, your target customer, and your messaging.

Everything built on top depends on it. Demand gen is like listing the house and driving buyers to the open house. Campaigns are the staging and the curb appeal. You can have a beautiful listing and a packed open house, but if you built a family home and you're marketing it to first-time buyers looking for a studio, no one's putting in an offer.

Why it falls to founders first

That's why product marketing usually falls to startup founders as they set the course: what problem are we solving, and who is the right customer? But founders are wearing a lot of hats, and they're often not product marketing experts. Another common mistake is hiring a demand gen manager to generate leads before that foundation is in place. Without it, even great demand gen work can go to waste.

That's why bringing in product marketing help early can save a lot of pain down the road. You can hire an agency like us on a project basis, or bring someone on full time. Both work, depending on your stage and what suits you best.

Cheers, and see you in the next mini blog!