Introduction
Product marketers handle everything from launching a new product to ensuring customers keep loving it long after the launch. A strong B2B product marketing strategy helps brands stand out, attract the right audience, and drive long-term adoption.
In this article, we’ll explore 9 product marketing examples from top global companies, showing how they use positioning, storytelling, and customer insight to grow faster.
What does product marketing do?
Product marketing is like getting a product ready to be sold. It involves:
- Figuring out how to talk about the product?
- How to launch it ?
- How to make sure that people know about it?
The goal is to make people want and use the product, not just when it's new, but over time too.First, you make a plan for how to sell the product. Inbound marketing helps attract people who might like your product. Then, you come up with a story for the product. This means explaining who might want to buy it and why it's useful for them.Lastly, product marketing looks at how the product does in the long run. This means going back to the plan regularly to make sure the product keeps selling well over time.
9 B2B Product Marketing Examples to Inspire You in 2026
We looked at how others did it before. We made a list of nine brands that did an excellent job in marketing their products and gained a lot of lifelong fans. Let’s look at them:
1. HubSpot: inbound marketing excellence
HubSpot's inbound marketing methodology positions them as thought leaders in the B2B space. Their content strategy, including blog posts, webinars, and downloadable resources, not only educates but also attracts and converts leads seamlessly.
2. Salesforce: customer success stories
Salesforce uses the power of customer success stories to demonstrate the real-world impact of their solutions. Case studies, testimonials, and success stories humanize the B2B experience, providing social proof and building trust.
3. Adobe: interactive content
Adobe's use of interactive content, such as immersive webinars and dynamic product demos, engages B2B audiences effectively. Interactive content not only educates but also keeps potential clients actively involved in the learning process.
4. LinkedIn: targeted advertising
LinkedIn, being a B2B powerhouse, uses targeted advertising to reach specific professional demographics. Their Sponsored Content and InMail campaigns are finely tuned to deliver relevant messages to decision-makers and influencers in the business sphere.
5. Intercom: personalized email campaigns
Intercom excels in personalized email marketing. Their campaigns are organized according to specific segments, addressing pain points and offering solutions. Personalization in B2B emails enhances engagement and builds a sense of individualized attention.
6. Zendesk: thought leadership webinars
Zendesk establishes authority in the customer service software by hosting thought leadership webinars. These sessions talk about industry trends, best practices, and emerging technologies, positioning Zendesk as an invaluable resource for B2B professionals.
7. Cisco: visual storytelling through video
Cisco employs visual storytelling through video content to explain complex B2B solutions. Their video series, including product demonstrations and success stories, simplifies complicated concepts and makes them accessible to a wider audience.
8. Drift: conversational marketing
Drift introduces conversational marketing by integrating chatbots into their B2B strategy. Real-time engagement, immediate responses, and personalized interactions enhance user experience and streamline the buyer's journey.
9. Slack: community building
Slack's community-building approach involves building user communities and forums. These spaces allow B2B users to share insights, troubleshoot, and collaborate, creating a sense of camaraderie and enhancing the overall user experience.
Product marketing vs. conventional marketing
Product marketing and conventional marketing share common objectives, but they differ in focus, scope, and strategies. Let's delve into the distinctions between these two approaches:
Aspects Product Marketing Conventional Marketing Scope of Focus Primarily centers around promoting and positioning a specific product. Encompasses a broader spectrum, including branding, overall company image, and sometimes a range of products or services.
Objective Communicate the unique value proposition, differentiate from competitors, and drive sales. Build brand awareness, establish a company’s identity, and promote a holistic view of the organization.
Target Audience Specific audience interested in the features and benefits of a particular product. General audience or a broader market.
Approach Personalizes messaging and strategies to address the needs and preferences of the target audience for the specific product. May use a more generalized approach to appeal to a wider audience, focusing on overall brand image rather than specific product details.
Messaging and Positioning Emphasizes unique selling points, features, and benefits of the product. Focuses on broader brand messaging, values, and sometimes a lifestyle associated with the brand.
Tactics Utilizes targeted strategies such as product demonstrations, detailed product descriptions, and specific features-focused content. Utilizes a mix of strategies, including advertising, public relations, and content marketing, to create a holistic brand image.
Channels Leverages channels like product websites, social media, and product-specific advertising. Involves various channels, including television, print, online media, and events, depending on the brand’s overall marketing strategy.
Measuring Success Focuses on product-specific metrics such as sales, conversion rates, and customer satisfaction related to the specific product. May involve a combination of overall brand awareness, customer loyalty, and market share as key performance indicators.
Final Thoughts
Great product marketing is all about understanding your customers, delivering value, and showing how your product solves real problems. These examples prove that creativity, clarity, and innovation can transform a product into a movement.
If you want to apply similar strategies to your brand, our team at Revv Growth can help you build a product marketing engine that drives predictable B2B growth.
FAQs
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