Kathryn Lye

4 June 2015

1 Comment

The top 5 qualities of a Product Marketing Manager at Redgate

Product Marketing Managers at Redgate are valued people. They’re also busy people, with a lot of calls on their time and a lot of responsibility. But then what do you expect when our products are used by 91% of companies in the Fortune 100, and we have thousands of devoted users across the world? So what are the qualities you need to be a Product Marketing Manager at Redgate? Here’s my shortlist.

1. You need to like technology
Redgate is a technology company. It’s what we do – and what we do really well. We create products that resolve complicated problems but are ingeniously simple to use. As Product Marketing Managers, we bridge the product and commercial sides of the organisation. We’re expected to understand the technology behind the products and know how it works so that we can explain it to customers.

That doesn’t mean being a geek – it doesn’t even mean having a degree in computer science or maths or some other technology field. It does mean, though, that you’ve got to like technology and what it can do for people.

2. You need to be a storyteller

Storytelling is another important part of the job. Not making up stories, but working out how to relate technical aspects of our products in a way that customers can relate to their professional lives.

SQL Compare, for example, is one of our flagship products that allows database developers to compare and synchronize SQL Server database structures. That’s the product story, but the marketing story is that it helps developers compare and deploy database changes quickly, simply, and with zero errors.

See all those benefits? That’s what people need to hear.

Similarly, the way we develop products is sometimes a story in itself. When I worked on the launch of SQL Search, the bit that really got people’s attention was how it came about. We actually put a group of developers in a house near the sea and let them develop a really nifty tool. That kind of story inspires the people we talk to because they’re often developers as well.

3. You need to be open to learning

Join Redgate and you’ll have to learn about the product you’ll be working on. Some of it will be complicated at first but as long as you’re willing to learn, you’ll learn a lot in a very short time.

There will be times when you’ll be asked to provide data or insights for planning. You may have a pile of data and you won’t know what to do. Don’t worry. At Redgate, we have a lot of very talented people who can help you by explaining things clearly so that you get up to speed in new areas fast. As long as you’re willing to get stuck into the data and can draw conclusions from it, you’ll be on your way in no time.

4. You need to get on with people

Probably the biggest factor about being a Product Marketing Manager is that you talk to a lot of people every day. You’ll need to interact with sales, product management, and development teams, to get the information you need to form your plans and to ensure everyone is happy with the direction you’re headed.

At times, you’ll also talk to customers, end-users, Friends of Redgate (advocates of our products), and others at conferences and seminars. You’ll need to be confident about your knowledge of the product and the marketplace so that you can answer questions clearly, and listen to comments, suggestions, and advice.

5. You need to enjoy change

This is probably the most important on the list. Our products are developed constantly. The market changes constantly. We have to change as well. If AdWords isn’t working to promote the product, what will? Would influencer marketing be a better option? How could social media be used? What’s the competition up to? Could we do more in terms of marketing, or does the product need developing further? Lots of questions, and we’ll be looking to you for some of the answers.

It sounds tough

Tough? Maybe, but it’s enjoyable too. At Redgate, you work with very bright people, all of whom want to do the right thing. I guess that’s why I like it so much. No one day is the same, I get to work with lots of people from right across the business, and there are opportunities to develop my career in unexpected ways.

Some of my colleagues have moved on from product marketing into product management, progressed to managing our in-house publishing team or become our web manager, for example. If you bring confidence, ability, and a can-do attitude to Redgate, the rewards are waiting for you.

Want to find out more? Visit our Opportunities page.