Product Marketer

Introduction
At IBM, we believe technology shapes the world, and we are a catalyst for that innovation and creativity. We are on the forefront of groundbreaking change – improving businesses, society, and the human condition. As a leader in Hybrid Cloud and AI, we are leading the charge in a world-wide digital transformation.
Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story and is responsible for positioning IBM in the market. We define and optimize IBM’s brand, capture the market’s attention, and articulate our point of view for clients, partners, the media, and even other IBMers. As part of our team, you’ll be surrounded by bright minds and keen collaborators – always willing to help and be helped – as you apply passion to work that will compel our audience to choose IBM’s products and services.
When you join IBM, you join a culture of openness, collaboration, and trust. You join a team of IBMers who are helping technology support a positive global transformation. So join us and experience a place where you can co-create your learning and opportunities. A place where teamwork and unique ideas are treasured. A place where you can bring innovation to life.
Your Role and Responsibilities
As the Product Marketing for new client acquisition, you will work on a highly skilled and dedicated cross functional team whose mission is to acquire new clients primarily through an inbound motion and product-led growth (PLG) approach to drive incremental revenue growth outside our core client base and build a flywheel for sustainable long-term growth.
We are looking for a Product Marketer focused on new client acquisition and creating useful content and product experiences that will resonate with our target buyer personas. Working in partnership with our dedicated product, sales, and ecosystem teams, you will plan, build, manage, and execute go-to-market strategies to improve performance across the digital and ecosystem routes for a one of IBM’s products, including market moments and product/offering launches, in order to drive new client acquisition. You will be responsible for understanding all aspects of our product-centric approach: use cases, target audience, and complementary IBM product capabilities and competitive differentiation, optimizing impact with new target buying groups – aligning product values to their most pressing needs and highlighting IBM competitive differentiation for acquiring new clients. You are able to articulate a point of view concisely and effectively, aligning unmet needs with a differentiated message that is consistently brought to life through full funnel product content and artifacts (internal and external client-facing focusing on small medium business and ecosystem).
Your responsibilities include, but are not limited to:

• Market Expertise: Develop robust market insights and audience understanding to inform product strategies and align them with business objectives for new client acquisition​
• Strategic Planning: Create and execute plans that align with business goals, driving acquisition by leveraging the Marketing Business Plan and targeting new clients effectively​
• Collaboration with partners: Effective communication and development of joint marketing, tapping into the partner networks and strengths to gain exposure to a wider audience to acquire new clients. Build strong alignment with digital sales and create content based on sales plays with a focus on progressing existing clients and prospecting new ones
• Client-Facing Deliverables: Develop and deliver client-facing materials, primarily product use cases that showcase innovation and differentiate us from competitors. These deliverables include compelling messaging through web content, client presentations, analyst proof points, product demos, event kits to attract for new client acquisition​.

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Required Technical and Professional Expertise

• Excellent writing skills for long-form and short-form content
• 3+ years of experience in B2B marketing, sales, or content
• Technology background with a foundational understanding of cloud-related concepts and software
• Strong collaboration skills to work across different functions of the business

Preferred Technical and Professional Expertise

• Bachelor’s degree
• Strong understanding of one or more of the following software products: Generative AI, Automation, Observability, Application Performance Management, Application Resource Management.
• Understand Go to Market strategies and experience in creating marketing business plans
• Audience Strategy.