Marketing has many facets. Here on Rock’s blog, you’ll have read a lot about Content Marketing , which is our main focus.
However, since most aspects are related in some way, it is always worth talking about other types of marketing and how they can contribute to a business strategy.
Today, we’ll be looking at Product Marketing. Have you seen that expression anywhere? If this is the first time you’ve come across this term, don’t worry. We’ll explain everything about it in this post. Happy reading!
- What is Product Marketing?
- What are the stages of Product Marketing?
- The last question
What is Product Marketing?
Product Marketing germany phone number list is a type (or “branch” or “school”) of marketing that focuses on connecting products and people .
Its goal is to find the right consumers for a particular product and create a way of selling it that is interesting to these consumers.
For this job, understanding the buyer profile is essential.
Let’s define the functions of Product Marketing in a few words. Let’s see:
- develop product positioning;
- develop the company’s message about the product;
- develop the competitive advantage of the product, compared to the competition;
- develop alignment between sales and marketing teams.
As you can imagine, therefore, Product Marketing is essential when launching a new product on the market .
Another situation where its role is crucial is when a product that already exists is going to be introduced into a new market, where consumers are still unaware of it.
Similarly, an interesting use of Product Marketing is to test the reception of a small group of consumers to a new release, before releasing the product to the general public.
What are the stages of Product Marketing?
Every product three ways to maximize lead generation potential has a life cycle . This cycle consists of four phases: market introduction, growth, maturity, and saturation or decline. Before the first phase is where the work of Product Marketing is concentrated — and it also has different stages.
In general, we can point out seven stages of Product Marketing:
- consumer profile development;
- positioning and message;
- business education on positioning and messaging;
- creating a launch plan;
- content creation for the launch;
- team preparation;
- launch.
Now, let’s look at the activities involved in each of these stages.
Consumer profile development
As we have seen before, part afb directory of the job of Content Marketing is to understand the buyer profile – and this is where it is done. The goal is to define the target audience and develop a complete vision of the company’s potential customer.
Positioning and message
At this stage, we try to answer three basic questions: what does the product do, who will use it, and why is that product different from its competitors . The result of this process is a document that positions the product within the market or even a set of relevant messages about the product.
Business education on positioning and messaging.
In addition to the previous stage, it is time to ensure that the entire company knows the basics of the product.
This work is very important, as it helps to maintain alignment in the information that will be transmitted to customers (and partners, media and other stakeholders). It is also necessary that everyone “buys into” the new product idea.
Creating a launch plan
The creation of the plan involves several professionals from different areas of the company, but the Marketing sector still leads the work. At this stage, there is a strong concern about deadlines and the division of activities .
Creating content for the launch
In the introduction of this post, we said that most aspects of marketing are related. And it is at this stage that Product Marketing speaks to Content Marketing!
We are talking about producing press releases, manuals, demos, web pages and even interviews with product developers or company directors.
All of this is very important to take advantage of the launch. The content will guarantee greater impact and visibility for the product. In addition, it will also be possible to obtain better sales results , provided that an appropriate strategy is developed.
Preparing the team
Again, this is an internally focused state. The key question here is: is everyone ready?
Each department—and each employee, individually—must be aware of the launch and prepared to meet the demands that will result from it. The sales team, for example, must be well trained to answer all customer questions.
Launch
As incredible as it may seem, the work is not over! Even after the launch, Product Marketing is still in demand. You need to be prepared to make adjustments based on the profitability obtained from the market. This is crucial to ensure long-term success.
The last question
Now that you know what Product Marketing is and how it works, you probably have one question left: what makes this type of marketing different from the others? Well, the answer involves a bit of a concept.
It is important to understand that most elements of marketing focus on getting leads, attracting new customers. Another basic concern is promoting the business, the brand. Meanwhile, Product Marketing is more concerned with generating demand for a product.
Customers may already exist—they already buy other products from the company. However, these customers need to be educated about the product’s existence and develop an interest, desire, or need for it.
The challenge is great, especially when the product is very innovative. In revolutionary cases, as happened with the launch of tablets years ago, it is necessary for the market to realize that it needs a product that never existed .
However, when done well, this work defines which products win consumer preference and remain in the market, with an extended life cycle.
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