Product marketers help develop the narratives for integrated marketing campaigns and work alongside marketers to develop campaigns for the year. The needs of the organization are being met across the board.). It’s a positioning statement that defines what makes your product different. This way, you and your teams are on the same page in terms of what’s being shared with customers, allowing you to provide a consistent, on-brand experience for anyone who comes in contact with the product. Growth Ramp is a product marketing agency with a mission to help 1,000 entrepreneurs from idea to scale. That’s not only true in the C-suite, but also extends to every product and department in your company. You can call a product strategy to be the vision of the product. How will it make their lives better? (They buy solutions, not products.) One example is the line of beverages that Coca-Cola offers. You can frame your product marketing plan, or marketing mix, with the Four Ps: Product, Price, Place, and Promotion, a process developed by E. J. McCarthy in 1960. One reason might be the lack of understanding of what product marketers actually do. The product must sit squarely in the strategic vision of the organization. Ensure the marketing, product, and sales teams are all on the same page. Organize a Pre-Launch Giveaway For a product to take off quickly, you need to create a feeling of expectation and excitement for its release, starting weeks or even months in advance. Example – Victorinox as a brand has several elements which can help differentiate between the genuine products vs a fake one. How does your messaging shape the perception of your product, whether it’s in a store or online? You also need to decide the packaging and labelling to use besides considering the effect of all these expenses on the marketing mix. Again, this is a generic overview of the roles often needed to run a product marketing function. Management guru Peter Drucker is often quoted as saying, "You can't manage what you can't measure." Place: Place can mean the brick-and-mortar store where customers find your product, but it also extends to include all the distribution channels you use to get your product to your customer. What resources changes will be made in the coming year, including marketing staffing and budget? It helps you take your product from development to launch and informs what new audience(s) and markets to which to launch and market your product. Zoom, a video conferencing software that saw success in the B2B world – even before COVID – was pushed into the spotlight as much of normal life went online. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved. This is when the rubber meets the road and customers start coming in. They need to bring the teams together and make sure everyone is on the same page. Churn reduction and upgrades were mentioned quite a bit less frequently as primary goals. You’re an integral part to the success of your product, as you create and manage your product’s specific marketing strategy, but you also serve as a liaison between all three of these departments, ensuring everyone is on the same page with your product, it’s features, capabilities, and more. With these best practices in mind, let’s dig into four brands nailing product marketing in their industries. What new products are being discussed? The opportunity here is to demonstrate the value of your product in a way that deepens the relationship with your customer—and can’t be duplicated by the competition. For more information on writing SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) goals, read this article. Today it is a staple discipline on any product-based marketing team. These are some of the key elements you’ll need to start framing your marketing plan: Product: While you will spell out the unique designs, features, services, and other elements that describe your product, your marketing plan covers more than the details. For our purposes – and to help frame the examples here – let’s agree on a few key attributes. According to Casey Winters, Chief Product Officer at Eventbrite, product marketing has gone through a bit of an identity crisis over the years. The main positioning and messaging statement reads as follows: “All-in-One Inbound Marketing Software: Everything you need to launch effective marketing campaigns that make people interested in your business and happy to be your customer.”. It meets customer needs by making them feel safer with fewer mice. Create a marketing brief at the beginning of your process and use it for regular updates across the organization.