How is Product Marketing done? A Marketers Strategic Plan

In reality, product marketing is a critical part of any business marketing strategy. And without it, your product won’t achieve its maximum potential among its lead target audience. So, we’ll look at what product marketing does so you get a better idea of what I mean by this.

But, before we go into details of marketing products, your responsibilities as a product marketer may vary slightly vary at times. Based on industry, company, products, and company size and resources.

What is Product Marketing?

If you’re working for a startup, you may be a product marketer who also helps create the content. While the broader marketing team produces due to limited resources and budget.

And as the business grows, you may move onto a team whose sole job is product marketing.

What is Product Marketing?

Generally, product marketers start as product marketing specialists. Moving up to product marketing manager, then senior marketing manager, and finally to the director of product marketing or strategy.

But, many companies skip the specialist role altogether. Starting with the manager role and promoting from other marketing roles within the company. Their Key responsibilities in a product marketing campaign for business is to;

  • Understand your customers better.
  • Target your buyer personas effectively.
  • Learn about your competitors (products and marketing tactics).
  • Ensure the marketing, product, and sales teams are all on the same page.
  • Position the product appropriately in the market.
  • Boost revenue and improve sales.

There are also questions you, as a product marketer, will have to ask yourself and reflect on in regards to your product. Asking yourself these questions will help you ensure your product is a success among customers.

These questions include;
  • Is this product suitable for today’s market?
  • Is this product appropriate for our customers today?
  • How is this product unique from similar products of our competitors?
  • Is there a way to further differentiate this product from those of our competitor’s?
  • Are there any products we’ve sold in the past that we wouldn’t market or sell ever again now that we look back? Is so, why not?

As you can see, product marketing requires you to look at your products from a strategic perspective. While ensuring they’re successful among customers in your current market.

Which is the Best Strategy for Product Marketing?

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