What is Product Marketing? How Does It Work + Examples

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    What is product marketing?  

    Marketing for products is the method of aligning the positioning of a product to the needs of the customer to ensure that consumers purchase and use the product. It’s all about marketing the product and making it marketable. We accomplish this by analyzing our customer’s problems and making our product the solution to their issue.

    A day for a product marketer could be filled with writing messaging and positioning or launching new products and features, communicating with customers, or helping other teams to sell effectively. This is why we are at the crossroads of sales strategy, product strategy, customer success, and marketing.

    Although this demonstrates the enormous impact that product marketing could create, it makes it more difficult to create an all-encompassing description of our work.

    In some organizations, a product marketing department employee is focused exclusively on the product’s positioning. Others focus on the ability to drive the demand for and adoption of products. Some firms can manage all of these things.

    google product marketing manager

    How to start product marketing in 6 steps

    Step 1. Know your clients

    The process of promoting your products starts by getting to know your customers on a personal level.

    Who are they? What are they looking for? What are they looking for? Answering these questions can help you understand them better, create strong personas, and identify your user’s problems.

    Step 2. Research your market

    product marketing strategy

    Competitive analysis is a simple and reliable method to determine the competition.

    Who are your competitors? What do they sell? Are they getting the attention of customers? Do you think there is room to improve? These questions can help you identify similar products available in the marketplace, their distinctive positioning, and the characteristics of the companies that create these products.

    Step 3: Shape product positioning and messaging

    Take the information you gathered in steps 1 and 2. Then, you can translate it into an original and relevant product message that is a hit with your customers and your staff.

    In addition, product positioning allows you to stand out from your competition and attract different types of people.

    Step 4: Create a go-to-market strategy

    Follow steps 1 to 3 to create a strategic plan to effectively market your brand to people. A go-to-market strategy for your product determines the audiences, channels, and other elements that traditional teams of marketing require to support.

    When creating a go-to-market strategy, you determine who you are targeting for each campaign and the best way to do it; you’ll also establish crucial goals like engagement and adaption to evaluate the results in the future.

    Step 5: Brief sales and marketing

    After you have created a strategy for go-to-market, Now is the time to integrate everyone. That means all employees in your marketing and sales teams should be aware of your strategy and present a unified front.

    Also, you must ensure that your sales and marketing managers have the resources required to complete their work. This means they have money and resources for advertising, content creation products, product sampling, or any other method recommended by your go-to-market plan in step 4.

    Step 6: Launch your product and monitor results.

    Based on your product and the feedback you get from your customers, Your sales lead and marketing team will be aware of what to do to stay with the product in question, as well as when it is time to change to increase the effectiveness of your launch.

    7 Critical Steps of Product Marketing

    The marketing process can begin if product marketers know precisely the people they will target. Here are seven things that product marketers can do before as well as after their product is launched:

    1. The Product Research process: A beneficial and well-designed product can’t be created in an isolated space and isn’t sold in a singular. In the months and weeks before a launch, Product marketers collaborate with the product’s developers to evaluate the product internally and externally, using monitored beta testing environments.

    2. The Product Story: is introduced to the market through a story. What issue does the product solve? Who is facing this issue? What is the best way to address this issue? What can it offer that others don’t?

    3. Product-focused content: The next step for product marketing will be at the offices of content creators. Product marketers can develop or Test A/B various marketing materials, including blog content, case studies, and landing pages for their websites that are all geared towards providing information about the product.

    4. Planning for Launch of Product: The marketing department is complete without having a formal launch program that outlines every step of the marketing process and who is responsible.

    5. The Product Launch Event: Once the product launches, all those involved meet on the day the product is launched. Like the launch of a rocket and a rocket launch, this is the most important time for the product marketing professional as it’s the culmination of a marketing campaign for a product.

    6. Community Engagement: If the product’s marketing can generate enough buzz, it is normal for marketing teams to use what the market has to say about the product. This means reaching out to influencers, partners, and customers who are already in the market to provide feedback.

    7. Sales Enablement: When the product is being prepared to be released into the market, the sales staff is waiting to create a sales plan to capitalize on this business opportunity. It is the marketing team responsible for the product to talk with sales personnel before, during, and after the product goes out to the general public. This ensures that the marketing message developed for the product remains consistent from the initial launch until the initial sales phone call.

    Product marketing examples

    Before we dive into our strategies, let’s look at two brands with effective marketing campaigns for their products.

    1. Poo Pourri

    product marketing
    Poo Pourri

    Poo Pourri is a great illustration of a brand that created a product-based marketing campaign for a sexy and taboo topic (a bathroom spray that eliminates unpleasant odors associated with bathrooms.) It does it by using humor and humor since, after all, everyone poos.

    They placed their product in the right place.

    Their first-ever video advertisement was ranked among the top five most watched videos through the social media platform and earned the brand a cult following that has only grown over time.

    The first step is to discover your platform and work for it. Poo Pourri used video advertising to expand its fan base at the beginning of its existence. This included TV and online advertisements, which allowed the brand to challenge the norm by using humor.

    2. McDonald’s

    product marketing

    McDonald’s iconic chain of restaurants started in California in 1940. Their first strategy for marketing products was to establish their restaurants as places where people would like to eat. Their goal was to make each person who visited their establishment smile and keep customers at the forefront of their efforts.

    They established themselves as a top fast-food provider through an innovative mix of low prices and mixed prices (e.g., Happy food and meals). The brand’s name became immediately identifiable, with Ronald McDonald as the face of their story as a product’s marketing spokesperson.

    Additionally, they picked their niche market and target audience well, opening up chains across America and focusing on those looking for convenience and cheap food. They have also increased the cost of their food products by offering vouchers and discounts.

    3. Tesla

    product marketing

    Your perception of Tesla with these terms and other keywords in clean energy is due to a simple reason: they designed their entire brand identity, including every marketing strategy for their products that revolves around their brand’s statement.

    Just a small portion of Tesla’s brand’s statement is as the following:

    “Tesla produces not only electric vehicles, but also inexpensively renewable clean energy generation as well as storage solutions. Tesla believes that the sooner the world eliminates its dependence on fossil fuels and shifts toward a zero emission future the more efficient.”

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