Product marketers occupy an inward and outward-facing role with a company.Inside the organisation, they typically work with researchers, customer experience designers or data scientists to get insights into how customers use a product. They then share this customer intelligence with the product management team to articulate and set priorities, in order to meet customer needs.On the customer-facing side, product marketers work with brand marketing, communications and sales teams to develop positioning and marketing messaging, and to identify the access points and channels where target customers will interact with the company and where conversion happens.Typically, a product marketer’s role will be broken down into 8 key functions.These are:Identifying the target audience for the product and creating buyer personas.Articulating the buyer persona pain points that the product addresses.Benchmarking the competition.Creating a compelling product value proposition.Determining the right pricing strategy.Identifying purchasing and customer interaction channels and methods.Securing internal alignment across product management, marketing and sales around the product’s purpose, its functionality and core messages.Ensuring that customer feedback reaches these teams in order to keep the product relevant across its lifecycle.