Product Marketing
Product marketing is broken!
Yes, most companies talk about things that don’t matter to customers. Like talking
about a product’s features rather than its benefits. As a result, their customers don’t
understand the product and prefer to go elsewhere.
Not all SaaS products need the same product marketing strategy. Do they?
craft yours. Be it onboarding emails, videos, webinars, FAQs, etc.
Ultimately, you will be able to increase demand for your product by
increasing feature adoption, smoother onboarding, higher retention,
and more.
Let’s accept it. Buyer needs are changing.
And that’s how it should be, isn’t it? After all, buyers have aspirations.
Remember: Buyers have more options than ever.
That’s why product marketers must keep going back to the drawing
board to:
- Research what customers care about,
- Make a note of competitors,
- Talk to sales and customer success etc.
All of this drives demand, conversions, revenue, and adoption.
6 Tips To Set Up A Great
Product Marketing Strategy
Use our 6 tips to implement an impactful product marketing strategy.
Remember, it is not about your product or feature, but what your customer derives from of it. And, every one of your employees must know the product inside out.
Learn who your customers are and what they use it for. Knowing how they discovered your product and what they feel about it gives you valuable clues about what sell to them.
Learn who’s your biggest competition and why they’re doing well. This gives you a fair idea of what gaps your product can fill. Besides, learn their positioning and messaging.
Create content that suits your audience. A B2B company could create elaborate thought leadership content, while a B2C company might rely on social media posts. Because each customer persona varies.
Every marketing initiative requires the right tool. For example, email automation, onboarding, and customer success - all need specific tools. Use them to get your product marketing off the ground.
Remember, it is not about your product or feature, but what your customer derives from of it. And, every one of your employees must know the product inside out.
Learn who your customers are and what they use it for. Knowing how they discovered your product and what they feel about it gives you valuable clues about what sell to them.
Learn who’s your biggest competition and why they’re doing well. This gives you a fair idea of what gaps your product can fill. Besides, learn their positioning and messaging.
Create content that suits your audience. A B2B company could create elaborate thought leadership content, while a B2C company might rely on social media posts. Because each customer persona varies.
Every marketing initiative requires the right tool. For example, email automation, onboarding, and customer success - all need specific tools. Use them to get your product marketing off the ground.
Use metrics to define and measure product marketing efforts. For example, track activations, conversions, feature adoption, retention, churn, etc. It helps you fine-tune your product marketing strategy.
How do we work?
product marketing strategy customized for your business
product differentiat
es itself in the market.
questions to learn
about your buyers,
their challenges, and
how they use your
product. The biggest
takeaways from buyer
conversations become
the focus points of
your product
marketing strategy.
industry, the market
size, the existing
competitors, and what
makes their products
tick. Peep into online
conversations amongst
communities.
that match your target
profile and analyze
decision makers. Map
your solution features
directly to customer
challenges for
meaningful
conversations with
decision makers.
lead nurturing
campaigns for your
sales-ready
prospects. Moving
other prospects into
drip email sequences
until they’re ready.
we look back and
measure which
channels are doing
well, and we double
our efforts on
that channel.
Enough of scrolling
let’s get to work now : )
Tell us your problem, we will get back to you
