Marketing has a duty to collect as much information as possible about needs, behaviors, triggers, expectations, problems, burdens, commitments, and anything else that can be used to inform the product. They also have a responsibility to share this information with the rest of the organization. Marketing plays a fundamental role in sales. The marketing department introduces products to the consumer and creates strategic messages that increase attractiveness and ultimately drive sales.
The marketing team measures consumer feedback and responses at a variety of levels. Advertising is a way to see what's working and what's not working. Marketers will observe trends and demand in their specific markets. This influences new product development, as the marketing team can work with product developers to create products based on that demand.
The role of marketing management is to establish this connection and find an effective way to communicate the marketing department's response to the product development team. That information should influence how the product development team approaches and designs its new product line. Basically, the team can design based on real market feedback and competitive analysis. During the new product development process, product marketing supports the product team in their research.
This data serves as the basis for product ideation and iteration, helping the product team to make the necessary strategic adjustments. Whether your company is developing new products or introducing improvements to classic designs, your product marketing strategy helps new customers capture the interest of new customers. Knowing how your product competes with those of the competition, adjusting your company culture around a brand and allocating funds should be part of your marketing strategy. Positioning, messaging and value proposition are three important strategic pillars of how you are perceived in the market.
Combining traditional marketing methods, such as television, radio, and print ads, with digital marketing trends, such as websites, social media, and email, helps reach a wider audience faster, less cost, and with fewer resources. A product marketing strategy prepares your company to allocate funds and resources, assess risks, and manage your product's time before it reaches new market segments. A go-to-market strategy is a guiding framework for determining who you'll target, how you'll sell your product, how you'll win against the competition, and a high-level launch schedule. To complete tools like this with accurate and useful information, base your answers about the workflow on market research and not on educated guesses.
While marketing and product development are often segregated within a company, the two departments benefit from communicating and working together. Join more than 100,000 growth marketers, optimizers, analysts, and user experience professionals and receive a weekly email that will keep you informed. While a product's marketing plan may evolve as the product and market change after its launch, the marketing strategy focuses more on the launch of the new product itself. As your product is about to be ready for the market, create a marketing and go-to-market plan that highlights how you'll improve the customer experience.
Leverage your inbound marketing channel to ensure a steady flow of leads for your sales reps' cold and outbound prospecting campaigns (as well as for any account-based marketing strategy). As product marketers are experts in the product and its positioning, you'll need to inform all departments about resources such as sales scripts and advertising material. The two departments can exchange ideas and ultimately create a better product that is marketed in the best possible way. The relevance of Privy (email marketing for online brands) and its benefits (create your list, save abandoned carts, etc.).
