What Should You Read if You Don't Have the Slightest Clue About Marketing?
During the 1950s, Volkswagen sold a passenger vehicle. Although now considered a classic vehicle, the passenger vehicle remains an icon for the car company decades subsequently. The cool role? Volkswagen announced their new VW Bus — it's electrical and features sleek, modern styling. Volkswagen'due south marketing for the vehicle is eye-catching, unique, and fun, and it complements the original "hippie" vibe the visitor was once known for. Image Source Volkswagen too released a Idiot box commercial for the motorcoach that's clever, minimalist, and on-brand. It introduces the new vehicle with the song The Audio of Silence playing in the background (hint: electric cars are silent) and ends with a brusk bulletin on the screen for viewers to read: "Introducing a new era of electrical driving." This sentiment touches on the fact Volkswagen is contributing to social club's involvement in electric, eco-friendly vehicles. It also relates to this being a new era for the bus. Then, who works on this type of marketing? Who helps create content that excites consumers about new and updated products, like the Volkswagen bus? Who encourages consumers to buy? Product marketers. Product marketing is the process of bringing a product to market, promoting it, and selling it to a client. Product marketing involves understanding the product's target audience and using strategic positioning and messaging to boost revenue and demand for the production. What makes product marketing unique? How is it different from conventional marketing? Let's unpack the differences. Product marketing is strategic whereas conventional marketing is all-encompassing. Product marketing is considered a component of conventional marketing. In fact, if you look at the seven Ps of marketing, you'll see product marketing is i of the well-nigh important aspects of a concern'southward marketing efforts. Production marketing is focused on driving demand for and adoption of a product amidst existing customers. It's focused on the steps people take to purchase your product then product marketers can build campaigns to support this work. Product marketing is well-nigh understanding a specific product's audience on a deep level and developing that product'south positioning and messaging to appeal to that audience. It covers the launch and execution side of a product in addition to the marketing strategy for the product — which is why the work of a product marketer lies at the middle of a business's marketing, sales, and product teams. Conventional marketing is focused on broader topics under the umbrella of marketing such every bit lead generation, SEO, and annihilation related to acquiring and converting new leads and customers. It'due south about promoting the company and brand as a whole, including the products that are sold. These marketers make sure at that place'due south a consistent, on-brand message behind all of the company's content. Product marketing is a critical part of any business'south marketing strategy. Without information technology, your product won't achieve its maximum potential among your target audience. To understand its importance, let's wait at the goals of product marketing. When you implement a product marketing strategy, your target audience can come across the value of having that specific product in their lives. Understanding how many customers gravitate to your product lets you conduct client research. Alongside understanding your customers in general, you lot can figure out the type of buyer persona to target for the future. Knowing the exact needs of your target can help you when innovating your product to amend conform their needs. When you lot market your product, you can compare your strategy and results to those of your competitors. What features and benefits of their products are making a statement within the marketplace? What ideas haven't they explored? What does their product offer that yours doesn't? Y'all tin employ this inquiry to your reward when crafting your product marketing strategy. Making your product offering abundantly clear for both buyers and your employees is mutually beneficial. Every team working together in your business can have a better understanding of the purpose of the production and ameliorate communicate that in their operations. In production marketing, you want your product, brand image and tone to be consistent and evoke the right feelings intended for your audience. When y'all brainstorm your brand positioning, some questions to consider are: There are as well questions y'all, as a product marketer, will have to inquire yourself and reflect on in regards to your product. Asking yourself these questions volition help you ensure your production is a success among customers. As you can meet, product marketing requires you to look at your products from a strategic perspective to ensure they're successful amongst customers in your current marketplace. Now, let's take a await at the specific responsibilities you have as a product marketer (or product marketing director). Your responsibilities as a production marketer may vary slightly based on industry, company, products, and visitor size and resources. If you're working for a startup, yous may be a product marketer who also helps create the content the broader marketing team produces due to limited resources and budget. As the business grows, you may move onto a squad whose sole job is product marketing. Allow's take a look at six common product marketing responsibilities. Yous must identify the heir-apparent personas and audience for your product so you can target customers in a way that'south convincing and makes them want to make a purchase. This will allow yous to tailor your product and its features to solve the challenges your audience is facing. Pro tip: Apply templates to create heir-apparent personas for your business organisation. Having a tangible outline of who you're catering to tin can help align different teams in your business organisation, and better position your product in the market. A production marketing strategy (which we'll review presently) allows y'all to create, build, and execute content and campaigns — this supports the steps that will lead your buyer personas and customers to brand a purchase. As a product marketer, you take to maintain a directly relationship with sales. Y'all'll work with sales to identify and attract the correct customers for the product at manus and provide sales enablement materials to reps to ensure they understand the production inside and out, along with all of its features. This fashion, you and your teams are on the same page in terms of what'southward being shared with customers, allowing you to provide a consistent, on-brand experience for anyone who comes in contact with the production. One of the nearly of import parts of your task is determining the product's positioning in the market. Recollect nigh this process in terms of storytelling — your positioning requires y'all to create and tell the story of your product. As a product marketer, yous'll piece of work with the broader marketing team and the production squad to tell this story by answering critical questions similar: You must also brand sure your product meets the needs of your customers and target audition. Through the research conducted to determine your buyer persona's and target audition, y'all should have uncovered the pain points and challenges you're working to solve with your product. If your product doesn't encounter the needs of your customers, they'll accept no reason to brand the purchase or cull your production over your competitor's. Your product needs to stay relevant over time. As needs, expectations, and challenges modify and evolve, it's your job to make sure your product marketing strategy, and the products themselves, remain relevant among customers. This ways you may have to manage slight changes in your product marketing strategy (which we'll discuss next), or updates and modifications to the product itself (you'll likely work with the production team, who actually creates the product, to exercise this). Your production marketing strategy serves to guide the positioning, pricing, and promotion of your new product. It helps you accept your product from development to launch and informs what new audience(s) and markets to which to launch and market your production. Now, let's take a look at v steps that can help you optimize your product marketing strategy. One of the main roles you take every bit a product marketer is to define a specific target audition and create buyer personas for the product being sold (unlike products will likely accept different target audiences). This is the start step to marketing your production. By understanding your customers and their needs, challenges, and pain points, you'll be able to ensure all aspects of your product marketing strategy (as in, the rest of the steps we'll define below) are tailored to that target customer and persona. This way, the product and the marketing content that'southward created for the product will resonate with your audition. Later on performing your client research and learning about your audience, yous'll have identified their needs, challenges, and pain points. From here, you can remember about how to highlight the ways your production resolves those challenges for your customers. However, that doesn't necessarily mean you've differentiated yourself from your competitors. Later on all, they are your competitors considering they solve the needs of your customers in a similar mode to your visitor. The primal to setting your product apart is positioning (which we touched on before) and messaging. Positioning and messaging answers key questions your customers might accept about your product and what makes information technology unique and and then turns those answers into the main points backside your product's marketing strategy. Information technology'southward your job as the product marketer to ensure your customers and audience know the answers to these questions and don't have to dig around for (or make assumptions about) them. Examples of questions you'll need to reply to develop your production's positioning and messaging include: Once you've answered these questions, you can compile these responses into 1, impactful, and shareable statement that captures your positioning and messaging as a whole. To practise this, follow these steps: Pro Tip: As product marketers, you lot should ensure the sales, product, and (the broader) marketing teams are as well aware of your positioning and messaging effectually the production so they likewise tin communicate the same information to prospects and current customers. This allows you to ensure the entire company is consistent in the content and information they share nearly your product. Additionally, you lot tin can provide this data to your support squad if y'all call up information technology's necessary, every bit they may be fielding support calls and working with your customers who've already invested in the product. Side by side, you'll desire to set goals for your product. These will vary based on your specific product, the type of visitor yous work for, your overall marketing goals, and more — your goals will be specific to your business and situation. Withal, let's review some common goals product marketers aim to achieve: Pro Tip: Feel free to combine several of these goals or just choose i to focus on — every company and product will take different goals. The central is making certain y'all view and prepare these targets in the SMART goal format, meaning they're specific, measurable, attainable, realistic, and time-bound. Use a free template to aid you create and achieve your SMART goals. As a product marketer, yous'll also have to contribute to the give-and-take of the price of your production. Depending on the company you piece of work for, you might work with other teams on this part of the strategy, or it might be a job only for you and your fellow product marketers. Either fashion, yous can consider competitive vs. value-based pricing. Competitive pricing ways you're basing your product'south price off of the similar products your competitors sell. It's ideal for companies who have created a production similar to 1 that several other companies sell. If y'all believe your unique features warrant a significantly higher price than those of your competitors', you might choose to toll your product above the other similar products on the market. A good mode to evaluate the fairness of the pricing of all of your competitors is past studying financial reports and manufacture trends. Value-based pricing allows y'all to maximize your profit, although it's a chip more fourth dimension-consuming to establish in comparison to competitive pricing. It'southward ideal for companies selling a product with very few competitors on the market place or 1 with exceptionally new and unique features. Value-based pricing quantifies your particular's value in a way your customer can relate to their profitability. It allows you to base of operations your product'due south toll on its value for your client rather than whatever the market, industry trends, and your competitors say. Now information technology's fourth dimension for the most of import part of your role as a production marketer — not to mention, the most exciting: the launch of the production yous've been marketing. There are ii main parts to the launch to focus on every bit a product marketer: the internal launch (what goes on within your company upon production launch) and external launch (what goes on outside of your company, with customers and audition members, upon production launch). As previously stated, your chore equally a product marketer entails making sure the entire organization is on the aforementioned page about your product. This way, your customers but receive consequent and accurate details near the product. The marketing, product, and sales teams at your company should be enlightened of the following information: At present, y'all might be wondering how to provide this data to marketing, production, and sales. Which channels are ideal for sharing these details with your fellow employees? Here are a few examples of ways to do this: Externally, at that place are many ways to marketplace your product launch and then your electric current base of operations of customers, prospects, and target audition learn near whatever information technology is yous're selling. Get-go, determine where you lot're going to focus your product marketing efforts. Here are some examples of channels and places to do this (you might choose several of these or just ane to focus on depending on your needs, goals, and resources). On any aqueduct yous choose to focus your production launch marketing efforts, y'all should include relevant product data (focused on your positioning and messaging) so prospects and customers can acquire all nearly your product and why they need information technology. This includes your product's features, what makes information technology unique, pricing, demos for customers, grooming for customers, and any other materials you lot've created and want to share. Congrats! You lot've just worked through the steps to marketing a product. Think, this process is one that should be thought virtually and updated as your products change and evolve and then they remain relevant among your customers. (This shouldn't exist an outcome as long as you take a member of your squad focused on product marketing, because it's 1 of their chief responsibilities.) Allow's review 4 real-life examples of stellar production marketing. Apple tree is a household name for leading engineering products and software. Non only are its products gorgeously well-designed; it's also super useful. Only Apple's production marketing doesn't focus on the many product features — it markets the user benefits. Image Source Apple doesn't simply listing the impressive features of their products; the brand uses those features to tell consumers who they could be and how they could work if they accept those products. Apple tree tells a narrative using its products and encourages people to buy in the process. Billie is a women's razor make. In a highly competitive market, Billie has helped its products stand out. How? Information technology established a abrupt competitive edge (no pun intended) past doing what no razor brand had washed earlier — show body pilus in its advertising. Non just did this advertisement approach get Billie'due south audition talking near the make, just they also appreciated the brand's accurate portrayal of women's bodies and body hair. These differentiators were more than enough to fix Billie apart from other razor brands and products. As a brand, Pepsi has positioned itself equally one with youthful energy and excitement, and this can be seen consistently through its production marketing campaigns. Pepsi'due south customers are mainly aged betwixt xiii and 35 years old with modern and active lifestyles, and so it only makes sense to rent popular celebrities like Doja Cat for a commercial in a homecoming tailgate. Through highly targeted positioning, repetitive advertising, and consistent branding, Pepsi has become a truly global household name and product. There are dozens of email marketing tools on the marketplace, but MailChimp hasn't been fazed by competition. In fact, the company has risen above its competition by positioning itself as more than an email marketing tool: it'south an all-in-one marketing platform that helps businesses grow. Similar Apple tree, MailChimp primarily highlights its benefits for the end-user, not just its production features. A contempo rebranding and site redesign further drives this narrative home. Production marketing is the process through which a company brings a product to market. Existence a product marketer (or product marketing manager) means you're at the middle of your company'due south marketing, sales, and product teams. You're an integral role to the success of your product, as you create and manage your product's specific marketing strategy, but you also serve every bit a liaison between all three of these departments, ensuring everyone is on the same page with your product, it's features, capabilities, and more. So, offset developing your latest product'southward marketing strategy to ensure it's a success amongst your target audience and customers. This post was originally published in February 2020 and has been updated for comprehensiveness. 
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What is product marketing?
Product Marketing vs. Conventional Marketing
Why is product marketing important?
Product Marketing Goals
Understand your customers better.
Target your buyer personas effectively.
Learn near your competitors (products and marketing tactics).
Ensure the marketing, production, and sales teams are all on the same page.
Position the product appropriately in the market.
2. How is this production different from our competitors'?
three. Is there a way to farther differentiate this product from our competitors' offerings?
4. Are there any products we've sold in the past that we wouldn't market or sell again? If and so, why non?
Heave revenue and better sales.
2. Is this product appropriate for our customers today?
3. How is this production unique from similar products of our competitor's?
4. Is there a manner to farther differentiate this product from those of our competitor's?
5. Are there any products nosotros've sold in the past that we wouldn't market or sell ever again now that we look dorsum? Is so, why not? Product Marketing Responsibilities
1. Identify the heir-apparent personas and target audition for your product.
2. Successfully create, manage and carry out your product marketing strategy.
3. Work with and enable sales to attract the correct customers for your new product.
four. Make up one's mind your production's positioning in the market.
5. Ensure your product meets the needs of your target audition.
6. Keep your product relevant over time.
Product Marketing Strategy
one. Ascertain your product'due south target audience and heir-apparent personas.
ii. Determine the positioning and messaging to set up your product apart.
three. Gear up goals for your product.
4. Price your product.
Competitive vs. Value-Based Product Pricing
5. Launch your product.
Internal Aspects of a Product Launch
External Aspects of a Product Launch
Production Marketing Examples
1. Apple
2. Billie
3. Pepsi Cola
4. MailChimp
Start Marketing Your Products
Originally published Dec 10, 2021 7:00:00 AM, updated Dec 10 2021
Source: https://blog.hubspot.com/marketing/product-marketing
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