This is where product marketing comes in , a strategy that aligns development and communication to establish a product's positioning and genuinely connect it with its target audience.
And understanding product marketing well is essential for marketers who want to not only generate awareness, but also concrete conversion results.
In this article, we’ll explore how it works, its practices, and how to apply it to real campaigns to turn launches into sales successes. Let’s go!
The ins and outs of product marketing
Product marketing is more than just promoting a usa email database new launch. It’s about connecting the dots between product development, brand positioning, and audience needs on an ongoing basis.
This type of marketing focuses on highlighting the unique value of a given product , helping the sales team understand and communicate those values to reach the right audience.
Imagine a company that launches new financial management software aimed at small businesses, for example.
To highlight the unique value of the product, product marketing can focus on exclusive features , such as integration with local banks and automation of tax reporting, which are important for smaller businesses looking for convenience and time savings.
This way, the sales team will be well-informed about these specific characteristics and can address them directly in conversations with small business owners, facilitating connection and increasing the chances of conversion.
Therefore, product marketing acts as a bridge between product creation and the market, with strategies focused on positioning and differentiation.
Which companies usually use it?
Product marketing benefits a wide range of companies, especially those that need to communicate important differentiators to their audience.
Technology and software companies , for example, have complex products that frequently receive updates and new features. In these cases, this approach strengthens the company's positioning in a highly competitive market saturated with similar alternatives.
Startups and fast-growing businesses can also benefit greatly from product marketing, as they often deal with innovative or disruptive products that are not yet well-established and require a market education service.
Additionally, consumer goods companies seeking differentiation in the market, such as those that stand out for their sustainability, innovation in materials or unique design, can also use product marketing to strengthen their brand identity.
Several well-known companies, such as Amazon, Google and Apple, use product marketing. Apple, for example, is an icon in communicating the differences of products like the iPhone in a clear and attractive way, presenting each new feature with a context that attracts and engages its audience. See how it does this on the iPhone 16 launch landing page, with a slide carousel about the product's differences:
Source: Apple website .
Practical difference with other marketing modalities
Understanding product marketing can be confusing, as it works in conjunction with a range of other marketing strategies and modalities — we’ll talk about this later.
But product marketing, in short, distinguishes itself from other approaches by its specific focus on positioning and valuing a product's differentials throughout its life cycle.
Unlike strategies such as content marketing or inbound marketing , which cover the entire sales funnel and aim to attract and convert leads through educational content, product marketing focuses primarily on advanced stages of the funnel , especially the decision and retention phase .
It can even be considered a specific methodology for these stages, focusing on how to communicate the exclusive values and benefits of a product.
The joint application of product marketing with other methodologies
Despite all this, in the current scenario, it is important to emphasize that product marketing rarely acts alone .
Instead, it integrates with other methodologies such as SEO , Inbound, and content strategies.
This synergy allows the product to reach the target audience at different points of contact, creating broader and more effective communication, connecting each stage of the customer journey to the central purpose of the product.
Product marketing's responsibility at the bottom of the funnel
As explained, product marketing works especially at the bottom of the funnel, focusing on providing in-depth information about the product and converting potential buyers.
There are several responsibilities at this stage that, as a whole, help convert leads into customers and strengthen retention.