What is product marketing?
Product marketing is the driving force behind getting products to market – and keeping them there. Product marketers are the overarching voices of the customer, masterminds of messaging, enablers of sales, and accelerators of adoption. All at the same time.
Product marketers are some of the world’s most accomplished plate-spinners.
The Product Marketing Framework
Product market sits at the heart, the intersection, and the core of all successful companies. It’s vital and exciting – but it can be a little complicated.
Our Product Marketing Framework covers all the necessary areas required to navigate the product marketing journey, from A to B to C to D… the list goes on.
The framework defines five fundamental phases of product marketing: discover, strategize, define, get set, and grow. We recommend familiarizing yourself with the full framework to really get to grips with each of the moving parts.
But in the meantime, here’s a whistle-stop tour:
Discover – This is the stage in which you gather the info and insight to turn your assumptions into an educated hypothesis. Customer feedback and sussing out the competition are just two of the key elements involved – and they’re both product marketing gold dust.
trategize – Whether it’s product-market fit, your GTM plan or your pricing, strong product marketing always comes with a strategy.
Define – This is all about identifying your personas and applying what you garnered from your discovery stage to shape customer journey and communications.
What does product marketing do?
Our 2020 State of Product Marketing report revealed that only 5% of product marketers are 100% sure that the role of product marketing is fully understood.
So, let’s try and clear this is up.
Done right, in a nutshell, product marketing:
Represents the voice of the customer – before, during and after launch,
Clearly articulates a product’s value in a way that resonates with the market, and
Drives product adoption and advocacy.
Product marketing is a new concept in marketing. In general, product marketing is the process of launching a specific product into the market and ensuring its success. Product marketing is a combination of researching to understand customers’ needs, deciding the product’s positioning, creating the product’s messaging, and driving demand and revenue for the product.
A good product is nothing if it cannot reach its potential consumers who will benefit from it. Product marketing involves determining the product’s target audiences and finding approaches to them.
Product marketing plays a significant role in setting the perception of customers and other internal teams about a product. It makes these people understand the value of the product.
We have to take note that marketing a product does not stop after the product’s launch. Not only bring it to the market, but it must also go further to ensure the product’s growth. The product marketing team has to collect customer feedback to reposition an existing product.
The key to differentiating product marketing from other types of marketing such as corporate marketing, brand marketing, or regional marketing is that it just focuses on a particular product and acts as a customer champion.
Product marketing can be the bridge between sales, marketing, product, and support teams. Product marketers take the data from all other teams to analyze customers’ demands. Also, they support other teams to enhance their effectiveness and efficiency.