More clarity about your company's value proposition and what makes it unique. Understand how to position your product and communicate its value to outperform the competition. Your product marketing strategy serves to guide the positioning, pricing, and promotion of your new product. It helps you take your product from development to launch and informs you about the new audiences and markets to which to launch and market your product.
When you're trying to build your brand and reach new customers, consistency is key. Your brand messages and images on each channel must be in line with your company's overall identity. A marketing strategy helps provide this alignment, ensuring that the message you convey is clear and consistent. Your product marketing strategy is a roadmap for positioning, pricing and promoting your new product to the market.
In the same way, you or your content team can write useful content for readers, help them attract customers and, at the same time, encourage customers to try what you offer. The four Ps may be a primitive marketing model, but if you combine it with data-based research, you'll know what customers value most about your product and how it differs from that of the competition. Before you start developing a marketing plan, you must understand the market in which you are going to operate. Conduct in-depth research to be able to develop a product that meets expectations, supported by a product marketing campaign that sells it as the best option.
Although it's less quantifiable from an internal perspective, it can help you develop a central message for your marketing efforts. Their creation and implementation require the collaboration of product managers, product marketing managers, salespeople, and sales teams. Instead, your job is to allow specialized teams, such as your social media and content team, to promote your company's products effectively. There are dozens of email marketing tools on the market, but MailChimp hasn't been swayed by the competition.
Depending on your company, you might work with other teams on this part of the strategy, or it might just be a job for you and your product marketing colleagues. If you work for a startup, you might be a product marketer who also helps create the content produced by the overall marketing team because of a shortage of resources and budget. The plan describes marketing activities on a monthly, quarterly, or annual basis, while the marketing strategy describes the overall value proposition. In other words, marketing strategies encompass general messages, while marketing plans define the logistical details of specific campaigns.
But who works in this type of marketing? Who helps create content that excites consumers with new and updated products, such as the Volkswagen bus? Who encourages consumers to buy? Product marketers. As a product marketer, one of the main roles you have is to define a specific target audience and create buying people for the product being sold (different products are likely to have different target audiences).
