Summary
The Senior Product Marketing Manager reports to the Vice President of Product Marketing. This position is responsible for the messaging and go-to-market of RealPage’s utility management, sustainability, vendor, and spend management solutions in the multifamily real estate industry. This role creates compelling product messaging, planning and executing go-to-market programs, and educates and enables internal teams on new products and capabilities. This role is the expert on buyers, how they buy, and their purchasing criteria – using that knowledge to empower the Product, Marketing and Sales teams as we drive adoption and expansion of our solutions.
Primary Responsibilities
- Go-to-Market Programs: Help define, plan, and execute go-to-market for a set of integrated products, in coordinated partnership with Product Management, Marketing and Business Development / Sales teams.
- Product Strategy Support: Be a valued partner to Product Management in identifying and prioritizing product capabilities required to address market needs. Drive clarity around market trends, customer needs, and industry best practices. Independently gather, analyze, and synthesize data to define buyer segments and business value delivered.
- Product Messaging / Positioning: Develop succinct, compelling, and differentiated product messaging, supported by measurable proof points.
- Pricing and Packaging: Define, evaluate, and support pricing and packaging recommendations to ensure market competitiveness, appropriate margin, and business sustainability.
- Marketing and Sales Content: Develop and deliver high-impact assets such as collateral, presentations, case studies, battlecards, playbooks, business briefs, competitive positioning, etc.
- Sales Enablement: Create sales and customer success training materials that cover industry trends, buyer personas, pain points, solutions, value proposition, sales plays, and competitive positioning.
- Marketing Strategy: Collaborate with Demand Generation, developing strategies to target accounts and segments, messaging, and promotions to generate leads
- Competitive Intelligence: Provide an informed point of view and deliverables articulating where competition is headed or will emerge, and how to win at an individual product and competitor level.
- Buying / Sales Cycle Analysis: Blueprint the buyer’s journey and personas, and map decisions/information needs at each stage.
- Subject Matter Expertise: Serve as a subject matter expert on your products and buyers in support of marketing and sales programs.
- Product Marketing Expertise: In depth understanding of internal processes and expectations to ensure uninterrupted and smooth delivery of launches and support functions.
Required Skills/Knowledge/Abilities
- 5 years’ experience in B2B software product marketing.
- Experience marketing software solutions in one or more of the following software segments is highly desirable: multifamily property management, accounting/finance, utilities, sustainability, procure-to-pay, spend management, accounting/finance, vendor management, or related areas.
- Background in product management, sales engineering, customer success, implementation, or software engineering, is a plus.
- Bachelor’s degree in marketing, business, computer/information science, or related disciplines.
- MBA is a plus, but not required
- Excellent writing skills, with the ability to independently create compelling marketing content without editing assistance.
- Creative storyteller that can craft elegant and compelling messages for complex products and succinctly explain complex ideas.
- Strong analytical mind, skilled in assessing problems and making recommendations supported by data.
- Assertive and persuasive personality that can confidently take a seat at the table and be a full thought partner (not just an order taker) with others, regardless of title.
- Deep understanding of B2B sales processes and how best to support sales teams and equip them for success.
- Pragmatic self-starter that is outcomes-oriented and can juggle multiple work streams.
- Very strong project management skills, with the ability create, drive, and manage detailed, multi-role projects with on-time delivery and regular communication.
- Ability to lead and influence cross-functional teams effectively to deliver required results.
- Excellent collaborator that values relationships and takes pride in helping others succeed and bridging the gap between people and teams.
- Passion for growth, excellence, and continuous improvement of existing processes.