PMM for Industrial Wireless Products
Product Marketing manager for industrial wireless products for their entire lifecycles
improved efficiency for marketing activities and provided marketing leadership across different teams and responsible for key success
created marketing strategies and provided analytics for marketing activities throughout the year
The Situation
I was the product marketing manager for the industrial wireless products team. I worked closely with the product manager to create marketing strategies for the team and go-to-market plans for new product introductions and new product updates.
- I worked with OEM products, so I was included in the product development process and contributed to the go-to-market strategy presented at these meetings.
- Led the marketing strategy for the industrial communications team
- Led the marketing analytics reviews: we looked at data from the website, email sends, and engagement (such as collateral downloads) to advise on marketing activities for the group
- Device lifecycle management from product launch to end-of-life
The Results
- Improved product marketing processes: I streamlined our product marketing processes, helping us to improve communication and teamwork within the marketing team. It also gave us a better understanding of our target customers and their needs, resulting in more successful products.
- Highest order amount ever: our wireless products had a record-breaking Q2 in 2022, shipping more units than any other previous quarter. We have a great product-market fit and were able to convey that message to our target audience.
- A better understanding of customer needs: through reviewing our data (on our website, emails, collateral downloads, online event attendance), we were able to identify relevant marketing content that resonates with our customers.
- Strengthened customer communication channels: keeping our customers informed was one of our challenges. I analyzed our email data and advised them to improve our content continually and grow our mailing list.