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What Is Product Marketing?

6 minutes, 18 seconds Read

Essentially, product marketing is the subfield of marketing responsible for messaging, promotion, and go-to-market flow. It is the marketing function that has the most direct influence on the success of a product.

User research

Investing in user research can help you save time and money in the long run. By understanding what people need, you can design products that are easy to use and meet their needs. You can also avoid costly mistakes and failures later on.

There are several different types of user research that can be conducted. You can find information through focus groups, in-person interviews, surveys, and usability tests. Some methods are more quantitative and more objective than others.

The most important thing to remember when conducting user research is to know what you are trying to achieve. This will help you determine which questions you should be asking. It’s also important to avoid creating a mess with jargon and unnecessary steps.

A survey is a tried and true way to gather information. A representative sample of users is sent a questionnaire and the results provide a good idea of how many people are interested in the product. You can also conduct other types of surveys such as expert interviews.

In addition to using the right tools, you should be able to explain the purpose of your research. This will help you align the process with your company’s goals and OKRs.

You should also be prepared to share your findings with the rest of the team. You may have to make a few tweaks to the presentation of your results. However, the results should be clear and the findings should be presented in a logical order.

It is also important to consider the cost of delay. This will allow you to identify projects with the greatest potential payoff. You will also be able to compare timelines and impact. It is a good idea to identify projects that may have a more impact on your bottom line, such as a product launch or a new service.

Go-to-market strategy

Taking a product to market has a lot of moving parts. A go-to-market strategy is a key part of the process. It identifies what you will need to offer, how you will communicate the benefits, and how much it will cost to get there. It also helps you prepare for the launch of your product or service.

A go-to-market strategy is crafted by senior product marketing leaders, usually in coordination with the cross-functional product team. The strategy defines the target audience, the value of the product, how to translate the technical functionality into messaging, and how to launch the product or service.

Defining the target demographic and the market segments can help you prioritize your go-to-market strategy. For example, if you are launching a new software product, you may need to prioritize your market segments by type, location, and demographic. You can also consider the influence of the buyer in the marketplace.

If you have a new product, you may want to include a customer referral program. This is an effective way to cut through to your customers. Alternatively, you can sell through your established resellers. In either case, you need to ensure that your onboarding process is designed well. The right onboarding will ensure that your customers are happy.

For a software platform that manages employees, you need to understand the needs of HR professionals. The more you know about the professional group, the better you can target them. This will make it easier to scale up your business.

You need a good understanding of your product to successfully deliver real value to your customers. This includes the ability to provide all of the information a customer might need.

Building user personas

Creating user personas for product marketing can help businesses better serve their customers. They’re a powerful tool for analyzing customer data and sharing the results with your team. They can help you segment your product features, identify qualified leads, and better understand your target audience. They can also help you communicate your findings to other internal teams.

A good user persona is a distilled collection of the most important attributes of your target demographic. These include things like favorite brands, frustrations, and traits. They can be compared using a score. They can also be grouped by point of comparison.

Creating a persona isn’t as easy as it sounds. It can take a bit of time and research to put together. You’ll want to think of it as an exercise in empathy. The result will be a product that’s better suited to the needs of your target audience.

While a user persona isn’t the be all and end all of product marketing, it’s an important tool for a company to have. The information it contains should be valuable and provide tangible benefits to drive adoption.

While you’re collecting data, it’s also a good idea to make a survey to find out what your customers are interested in. The best way to do this is to circulate the survey to your targeted channels.

This could be a simple spreadsheet, email, or a popular social media platform. Be sure to ask a few of the more interesting questions about your target group to get a better sense of their motivations and goals. You might be surprised how much it helps you define your group.

Creating user personas for product marketing is an essential step to take in order to develop a better understanding of your target audience. Whether you create a document or poster, you can use your personas to share findings with other team members, and show your prospects why they should care.


Whether you’re trying to launch a new product or optimize your existing one, tracking metrics can help you determine whether it’s successful. The right metrics can help you increase your revenue, improve your product’s profitability, and improve your marketing strategy.

Metrics provide objective data that allows you to evaluate your digital product’s performance. Some of the most important metrics you can track are Product Usage, Adoption Rate, Retention, and Revenue. They’re used by both the product and marketing teams to measure the success of your marketing campaign. Depending on your product’s goals, you may need to track more than just these metrics.

Retention is a metric that measures a product’s ability to keep users engaged. It’s also a strong indicator of customer loyalty. Increasing Retention helps reduce the costs associated with acquiring new customers. In addition, a high Retention rate can lead to increased revenue.

Retention is typically a responsibility of the product team. Using Metrics to measure your Retention can help you identify ways to improve your product and your business.

The Customer Lifetime Value (CLV) is the total profit that your company receives from a customer during their lifetime. A high CLV is an indication that your product has reached customers that value what you offer. In addition, it’s a useful metric for guiding your investment decisions.

Another metric that you can use to gauge your product’s performance is Customer Engagement Score. This metric is a simple survey that asks customers how they feel about the product. It can be measured on a scale from 1 to 10. It’s a great way to see how satisfied your customers are with your product.

Another metric you can use to gauge your product’s effectiveness is Net Promoter Score. This is a survey that asks your customers how likely they would recommend your product to a friend. A high NPS number is a good indicator of customer satisfaction.

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