Product Marketing Director

Burlington, MA, United States

Do you have a curious mind with a creative eye? Have you caught yourself grinning at the sight of a cleverly executed product launch campaign? Does the rapid evolution of technology inspire you? If so, keep reading - this may be the perfect opportunity for you.

L2L is on a mission to empower workers to manufacture better together. We are experiencing rapid growth, and now is the time for us to add a Product Marketing Director to our team to help us scale up.

The Role

As Product Marketing Director you will be responsible for driving the success of L2L products in market through a mix of market and competitor research, product messaging and storytelling, and go-to-market planning. We measure success by revenue pipeline creation.

Some of the immediate tactics and projects to support this include:

Developing an ongoing system for understanding our target persona challenges and available solutions.

Researching and outlining our competitive differentiator and value driver(s) within our target industry

Creating a value story that succinctly explains how L2L helps solve the challenges our personas face better than competing solutions.

Collaborating with Marketing, Product Management and Sales Enablement to improve Brand messaging, top-of funnel content marketing, and a sales enablement toolkit.

Ongoing Responsibilities:

Product Positioning and Messaging:

Develop a deep understanding of manufacturing pain points and translate product features into tangible operational benefits.

Establish a clear understanding of the competitive landscape.

Define and articulate clear product positioning and messaging tailored to resonate with key personas at manufacturing companies.

Go-to-Market Strategy:

Collaborate with Product Management to develop go-to-market strategies for new product launches and updates, ensuring alignment with needs of personas and larger manufacturing industry dynamics.

Collaborate with Product, Sales and Operations departments on product packaging and pricing.

Content Creation for Manufacturing Audience:

Collaborate with Product, Marketing, Sales and various subject matter experts across the business to develop compelling top-of-funnel content, such as webinars, whitepapers, blog posts, and case studies, specifically addressing the challenges and needs of the manufacturing sector.

Collaborate with the content team to ensure consistency in messaging across all channels, emphasizing manufacturing-specific use cases.

Content Creation for Sales Team:

Collaborate with the Sales Enablement team to provide Sales with manufacturing-focused tools, training, and collateral to effectively communicate product value propositions to various buyer personas.

Create and maintain a library of sales enablement materials, including buyer persona profiles, product guides, presentations, detailed competitive analysis, specific competitive battle cards, and objection-handling guides.

Customer Advocacy:

Gain insight into target audience through industry research, customer interviews, win/loss analysis and close collaboration with other functions that work directly with customers including customer support, sales, and product management.

Identify and cultivate customer advocates within the manufacturing industry who can contribute to case studies, testimonials, and other marketing activities.

Showcase manufacturing-specific success stories to highlight the tangible benefits of our SaaS solutions.

Industry Analysis:

Conduct in-depth research on the manufacturing industry, identifying trends, challenges, and opportunities.

Regularly meet with industry analysts to develop market insight and test concepts.

Analyze L2L and industry data to segment the market and tailor marketing strategies to address specific manufacturing needs.

Qualifications

Bachelor’s degree in marketing, business, or a related field. MBA is a plus.

5 - 10 years of Proven experience in B2B SaaS product marketing, ideally with a focus on the manufacturing industry.

Prior experience bringing new solutions to market, ideally for B2B SaaS products at a high-growth company.

Strong analytical skills with the ability to interpret manufacturing industry data and trends.

Excellent written and verbal communication skills, with a knack for tailoring messages to specific target personas.

Natural content creator, comfortable writing and producing blog posts, videos and infographics.

Familiarity with marketing automation tools and CRM systems.

Strong project management skills, ability to inspire cross-functional teams (from an executive level to individual contributor), spearhead complex plans, and present with ease to wide-ranging audiences.

Creative thinker with a strategic mindset, especially as it relates to the manufacturing sector.

Self-starter, with the ability to work through ambiguity.

Due to the collaborative nature of this role there is a preference for candidates within the greater Boston area.

About L2L

L2L is on a mission to empower workers to manufacture better together. How? By digitizing shop floor processes and presenting information to workers in ways that make plants more efficient, reliable and profitable.

L2L is a connected workforce platform that creates real-time visibility across all departments, enables the entire workforce to systematically identify and solve problems, and provides workers with the personalized information they need to do their best work. More than 225,000 frontline workers love how L2L gives them the confidence to perform at their best.

L2L is backed by M33 Growth, a growth-focused private equity firm in Boston Massachusetts that provides both capital and resources to develop already-great businesses into market leaders.

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