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What is flexible marketing?

If "Inbound Marketing" is similar to "Content Marketing" what would you call "Product Management"?

  • In the 1990s, I was taught that Marketing was primarily broken out into two camps - "Inbound Marketing" which is akin to Product Management/Product Development and "Outbound Marketing" which is Product Marketing, Corporate Marketing and the like. Relatively recently I have noticed that companies have redefined "Inbound Marketing" to be a synonym for "Content Marketing". If that is indeed the case, then does Product Management/Product Development have a "_______________ marketing" term associated with it? If so, what is it called?

  • Answer:

    Product Management is called "Product Management"; it is not a marketing role, though it has its fingers in Marketing efforts.  It is not a sales role, though it has its fingers in Sales efforts.  It is an entirely independent and distinct discipline that focuses on identifying market problems, proposing solutions to those problems, validating these solutions, and shepherding those solutions to market.

Cliff Gilley at Quora Visit the source

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You have dated yourself (and me) my friend. Strategic Marketing would be the closest analogue to what I think you're getting at re: Product Management,  although it doesn't get at technical product management or field marketing aspects of product management. The inbound / outbound distinction still applies I think to the activities relative to the market in product management, although you are right that inbound marketing has now come to mean content marketing.

Sandeep De

The classic sense of product management as inbound marketing still applies in the sense that customer research, competitive intelligence, industry analysis, trend analysis and understanding the competitive landscape are all still core. Some companies are positioning this as "social listening" or have built out tools with things like Autonomy's IDOL to automate the data capture and analysis, but the underlying principle remains the same.

Jake Ludington

Product Management vs Product Marketing I view Product Management as the liaison with the engineering team to drive the product lifecycle, and Product Marketing as the liaison with sales and marketing - the product evangelist, if you will. I think it would be fair to argue that Product Management has a product-centric focus and Product Marketing has a customer-centric focus.Inbound Marketing vs Outbound Marketing Instead of reaching "out" to customers with Outbound Marketing and essentially interrupting their time with ads, calls and emails, Inbound Marketing is like attracting bees to the honey pot. It seeks to take advantage of the "information gathering" stage that prospective customers largely do online these days. Therefore, it is imperative to optimize web presence for Google rank and "get in front of" the social networking chatter with information that helps the prospect make decisions. From the marketer's perspective, it means they are "greasing the wheels" to help prospects move forward along the sales pipeline. Content Marketing's purpose is the same as Inbound Marketing.

David James

In the 1990's, Inbound marketing did not yet exist (the internet was just born), and I can't remember the link with products. Do you have old articles about it?

Edwin Vlems

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