Though not the primary role, much of what product marketers do has some sort of lead generation motive. And as I mentioned in previous articles, the product marketer needs to work hand-in-hand with the sales team to reach both their goals. Lead gen for product marketers is especially important in the enterprise and software industries.
The content product marketing delivers is key for several lead gen programs, such as:
- Webinars
- White papers
- Feature lists
- Blogging
- Conference/events
- Podcasts
- Collateral
- Social media
- Case studies