In today’s fast-paced world of technology and innovation, product marketers have become indispensable players. These professionals are the driving forces behind successful product launches, the strategic minds behind effective positioning, and the engines propelling revenue growth.
Anubhav Rao is one such expert in the field, whose journey from a computer science graduate to a leading product marketer showcases just how vital these roles are in shaping a company’s success.
After completing his undergrad in computer science, he became an early key employee at a tech media startup called Pocket Aces. Anubhav honed his skills in business development and marketing, playing an instrumental role in the company’s meteoric growth to becoming a leading player in the digital entertainment space, reaching more than 50 million people on a weekly basis.
It was there he understood the importance of distribution. One of his favourite business quotes is by the founder of Twitch, who once said – ‘1st-time founders are obsessed with product, 2nd-time founders are obsessed with distribution’.
Understanding the need of distribution is what led him to continue growing in the product marketing career. Now, as a product marketer in the GenAI and DevTools sector, Anubhav excels far beyond traditional marketing tactics. In his role, he has been able to contribute immensely to the adoption of AI technology that is bringing innovation to businesses across the world.
But what are the skill-sets and responsibilities that have helped him achieve this? According to Anubhav, his work involves increasing awareness and adoption of services that are being used by numerous businesses across the world.
The role of product marketing involves owning the GTM strategy of innovative products, from conception to launch and beyond. This includes conducting customer research to understand market needs and preferences, crafting compelling messaging to resonate with target audiences, and selecting the most effective distribution channels to reach potential customers.
Strategic positioning is a crucial aspect of his role. By carefully analysing market trends, competitive landscapes, and customer feedback, he is able to differentiate his products from competitors and establish a unique value proposition that resonates with customers. This strategic positioning not only drives awareness and adoption but also lays the foundation for long-term revenue growth and market leadership.
As a product marketing expert, he also guides cross-functional teams through the entire go-to-market process, ensuring seamless execution and alignment across departments. From product development to sales and customer success, product marketers acts as the bridge, translating complex technical features into compelling value propositions that resonate with both internal stakeholders and external audiences
When asked where does he see the future of AI and marketing, Anubhav says he is really excited to see the innovation coming with AI and how that will help make companies more productive. Building products will become easier as the technological barrier lowers down, allowing non-technical people to build products easier than before.
This can lead to a cluttered market in every category and hence marketers will play a key role in driving the adoption of products for both businesses and customers because of the differentiation and distribution they will be able to bring to the table. In an increasingly competitive and dynamic market environment, the expertise and insights of product marketers like Anubhav Rao are invaluable assets that drive innovation, growth, and ultimately, business success.