- IANS divides sales enablement responsibilities between Sales (Sales Training) and Marketing (Product Marketing).
- The Product Marketing function at IANS supports Sales, and includes competitive and positioning materials, which is the main function of this role.
JOB DESCRIPTION
*2 days on site in Boston required (hybrid)
The Marketing team at IANS is looking for a strategic and results-driven Product Marketing Manager to support go-to-market efforts. In this role, you will be responsible for defining product positioning, messaging, and differentiation, driving demand and adoption through compelling content, and sales enablement. This is a highly collaborative role with visibility across multiple functions, including Product, Sales and Revenue Operations.
Responsibilities
- Craft clear, compelling messaging and value propositions based on deep understanding of the cybersecurity landscape, buyer personas, and competitive differentiators.
- Partner closely with Product to gain a deep understanding of product vision, upcoming functionality, and determine how best to communicate this externally. Plan and execute product launches and feature releases.
- Work with the content marketing team on product-related PR, high-quality whitepapers, blog posts, videos, and campaign materials.
- Equip the sales team with tools, battle cards, talk tracks, email templates and competitive intelligence to close deals more effectively.
- Support and integrate product value prop messaging into sales enablement tools
- Create content for user personas, including customer success stories, to highlight the value of our solutions.
- Monitor market trends, customer insights, and competitor movements to inform strategy and product direction. Create and maintain competitive materials.
Reporting & Analytics:
- Report and provide insights on Sales Enablement to improve lead conversion rates & efficiency for the Sales team.
- Monitor use of sales enablement collateral and tools, and % of Sales team using, to identify what is resonating and what needs to be adjusted.
Qualifications:
- 5+ years of product marketing or related experience in B2B technology, preferably in cybersecurity, or advisory services.
- Strong understanding of cybersecurity products, market trends, threat landscape, and buyer needs (e.g., CISOs, SecOps, CIO).
- Excellent verbal and written communication skills, with experience creating impactful content for technical and business audiences.
- Proven ability to collaborate cross-functionally and manage multiple projects in a fast-paced environment.
- Strong analytical mindset and data-driven decision-making.
- Familiarity with tools like Salesforce, Allego, and Outreach.
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