🔹 Job Title: Product Marketing Manager, Mid-Market
🔹 Company: ServiceNow
🔹 Location: Santa Clara, California, United States
🔹 Job Type: Full-time
🔹 Category: 📦 Product Marketing
ServiceNow is seeking a dynamic Product Marketing Manager to drive their Mid-Market segment growth strategy. This role will focus on customer acquisition, developing persona-based messaging, creating sales enablement materials, and executing event strategies. As a key contributor to one of ServiceNow's fastest-growing business areas, you'll help articulate the unique benefits of ServiceNow's platform and products—particularly Customer Service Management, IT Service Management, and AI Agents—to mid-market prospects across target industries.
ASSUMPTION: This is a mid to senior-level marketing position based on the required experience (8+ years) and scope of responsibilities that include strategy development and sales enablement.
✅ Research and understand the Mid-Market segment across ServiceNow's target industries (Tech, Telecom, Banking, Retail, Manufacturing, Healthcare) to inform strategic direction
✅ Develop positioning and messaging that articulates ServiceNow's Platform and product benefits specifically for Mid-Market customers
✅ Partner with customer marketing to create public-facing customer success stories
✅ Create content for various marketing touchpoints across the buyer journey (case studies, videos, ebooks, infographics, blog posts, website)
✅ Manage ServiceNow's strategy and presence for Mid-Market prospects at company events
✅ Develop and deliver sales assets and enablement materials that help the Mid-Market sales team build pipeline
✅ Partner with technical product marketers and product managers to define compelling demo narratives
✅ Gather feedback on message effectiveness to evolve assets and inform marketing materials
Education: Bachelor's degree or equivalent experience
Experience: 8+ years in enterprise software Product Marketing or equivalent
Skills:
Salary Range: $135,300 - $236,800 base pay, plus equity (when applicable), variable/incentive compensation
Benefits: Health plans, flexible spending accounts, 401(k) Plan with company match, ESPP, matching donations, flexible time away plan, family leave programs
Industry Comparison: This compensation range is competitive for Product Marketing Manager roles in the enterprise software industry in the Santa Clara area, reflecting the high cost of living in Silicon Valley and ServiceNow's position as a market leader.
Industry Position: ServiceNow is a global market leader in cloud-based workflow automation, serving over 8,100 customers including 85% of the Fortune 500®.
Company Size: Large enterprise with global presence
Company Stage: Established market leader founded in 2004, now a mature public company focused on continued growth through AI-enhanced technology
ASSUMPTION: While the company size in employees is not explicitly stated, ServiceNow is a well-known enterprise software company with a large global footprint based on their Fortune 500 customer base and market position.
Career Level: Mid to Senior level based on 8+ years of experience requirement
Reporting Structure: Not specified in job description
Team Size/Composition: Part of a broader product marketing team focused on different market segments
Growth Opportunities: Potential path to senior product marketing, team leadership, or specialized marketing strategy roles
ASSUMPTION: The role appears to be an individual contributor position that collaborates extensively with cross-functional teams. Growth opportunities are assumed based on typical career trajectories in product marketing at enterprise software companies.
Office Type: Flexible work model (ServiceNow mentions "work personas" that include flexible, remote, or required in-office categories)
Geographic Context: Santa Clara is in the heart of Silicon Valley, a global technology hub with a high concentration of tech companies and a high cost of living
Work Schedule: Standard full-time schedule with up to 10% travel for sales support and industry events
Regional Considerations: Silicon Valley offers excellent networking opportunities but comes with high housing costs and competitive talent market
ASSUMPTION: While the listing mentions work personas, the specific arrangement for this role isn't explicitly stated. Based on the nature of the role requiring cross-functional collaboration, it's likely a hybrid position with some in-office expectation.
Typical Process: Initial screening, followed by interviews with hiring manager, team members, and potentially stakeholders from product and sales teams
Key Assessment Areas: Strategic thinking, messaging capabilities, cross-functional collaboration skills, understanding of mid-market customers, experience with enterprise software, and AI knowledge
Application Tips: Highlight specific examples of successful product marketing campaigns, messaging development, and sales enablement materials you've created. Emphasize experience with AI-related technologies and mid-market segment if applicable.
ATS Keywords: product marketing, mid-market, enterprise software, AI, messaging, positioning, customer acquisition, sales enablement, customer service management, IT service management, solution messaging, persona-based marketing
ASSUMPTION: These insights are based on standard interview processes for product marketing roles at enterprise software companies and the specific requirements mentioned in the job posting.
CRM platforms, content management systems, marketing automation tools, analytics platforms, presentation software, video production tools, AI-powered marketing technologies
ASSUMPTION: While specific tools aren't mentioned, product marketers in this role would likely use standard enterprise marketing technologies and platforms that support content creation, analytics, and customer engagement.
Company Values: Innovation, customer-centricity, making work better for everyone
Work Style: Fast-paced, collaborative, action-oriented, detail-focused, self-starting
Self-Assessment: Consider whether you thrive in environments requiring cross-functional collaboration, can balance strategic thinking with execution, and enjoy developing compelling messaging for complex technology products.
ASSUMPTION: Company values are inferred from the company description which highlights innovation, customer impact, and making work better. Work style is inferred from the job description's emphasis on collaboration, self-starting, and thriving in fast-paced environments.
The role requires balancing multiple priorities across different stakeholders (product, sales, marketing) and target industries. Managing a comprehensive Mid-Market strategy while executing on specific deliverables could be demanding. The position also requires staying current with rapidly evolving AI technology in the enterprise software space.
ASSUMPTION: These challenges are inferred from the scope of responsibilities and the fast-moving nature of both ServiceNow's business and the enterprise software market.
This Product Marketing Manager role focuses specifically on the Mid-Market segment, whereas similar roles might target enterprise or small business segments. The position combines strategic market insight, messaging development, and sales enablement, with a particular focus on AI and specific ServiceNow products. Comparable roles at other companies might include Solution Marketing Manager, Segment Marketing Manager, or Industry Marketing Manager.
ASSUMPTION: This comparison is based on standard industry patterns in enterprise software marketing organization structures.
1. Developing a comprehensive mid-market messaging framework for ServiceNow's AI Agents that resonates with technical decision-makers in targeted industries
2. Creating a customer journey map for mid-market prospects with tailored content assets for each stage
3. Producing a series of customer success stories showcasing mid-market implementations of Customer Service Management
4. Designing and executing a mid-market focused track at ServiceNow's major industry events
5. Developing sales enablement playbooks that help the team effectively position against competitors in the mid-market space
ASSUMPTION: These projects are illustrative examples based on the listed responsibilities and typical product marketing initiatives in enterprise software companies.
1. How does the mid-market strategy differ from ServiceNow's enterprise approach, and what are the key growth objectives for this segment?
2. What metrics will be used to measure success in this role, both in terms of marketing effectiveness and business impact?
3. How do the product and sales teams collaborate with product marketing to ensure alignment in the mid-market segment?
4. What are the biggest challenges ServiceNow faces in communicating its value proposition to mid-market customers?
5. How is ServiceNow integrating AI capabilities into its products for mid-market customers, and what messaging challenges does this present?
6. Can you share an example of a successful mid-market marketing campaign or initiative at ServiceNow?
ASSUMPTION: These questions are suggested based on the role type and typical areas of interest for product marketing positions in enterprise software companies.
⚠️ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
1. Tailor your resume to highlight experience with mid-market customers, AI technologies, and enterprise software marketing
2. Include specific keywords from the job description in your application to optimize for ATS screening
3. Prepare a portfolio of messaging examples, sales enablement materials, or campaign results that demonstrate your product marketing expertise
4. Research ServiceNow's products, particularly their Customer Service Management, IT Service Management, and AI capabilities
5. Connect with current ServiceNow employees on LinkedIn to gain additional insights into the company culture
6. When applying, articulate how your experience aligns with ServiceNow's focus on making work better through intelligent cloud-based platforms