Although traditional PMs aren't usually responsible for marketing their products (big companies have marketing divisions for that) it's important to have an understanding of how PMs do engage in marketing processes and how marketing initiatives are led.
It is vital that you understand exactly who your intended user base is. This way you can come up with a strategy for not only developing the most useful product, but also how to market to them in the most effective way possible. It's important to have direct communication with your ideal users to understand their perspective and their needs, in addition to the best way to market to them!
You not only need to understand your audience, you also need to have an in-depth understanding of your product. This is especially when your product is in its early stages. You need to think of yourself as the all-knowing expert on your offering:
Fortunately, you have plenty of flexibility here in order to create a plan that works best for you and your unique product. Here are some questions you’ll want to be sure to answer when hashing out your next steps: