How Product Marketing Helps Communicate Product Value
Posted: Sun Jan 19, 2025 6:59 am
Marketers are experts in how consumers benefit from a product. Find out how they use this skill to increase sales.
In the high-tech and consumer goods industries, responsibility for communicating the benefits of a product falls to the marketing specialist or marketing manager.
What is product marketing?
It is the process of identifying the unique value of a norfolk island b2b leads product and communicating that value to the target audience. It is emphasizing value and being able to tell a story about the benefits of a product and getting the best out of it.
Product Marketing and Brand Marketing
Brand marketing involves creating a story about the brand to establish an emotional connection between the brand and customers. Product marketing, on the other hand, focuses on how the product meets specific needs.
Product marketing is much more about claims, benefits and positioning, as opposed to brand marketing, which is more about visual storytelling and emotional appeal.
Sometimes, especially in smaller companies, marketing managers are responsible for both product and brand marketing. Marketing campaigns may include elements of both. Even in larger teams, product and brand marketers often work together to ensure alignment.
Marketing and Product Management
Management or development is the process of creating a product and ensuring that it functions optimally for customers. Marketing involves positioning it in the market and communicating its benefits to the target audience.
Without marketing professionals, product managers would not have the insight needed to create an effective development strategy, including ideas for new products or feedback to improve existing products.
What do product marketers do?
Marketing professionals, sometimes called product marketing managers (PMMs), are involved in every step of bringing a product to market. Some of their key responsibilities include:
Product positioning
Positioning involves identifying unique value and is a key component of marketing. Marketers conduct market research to predict what need their product will satisfy. They then test the positioning to ensure that the target audience feels the same way.
Other ways to validate positioning include A/B testing different versions of advertising copy, consumer perception studies, and customer surveys.
Sending out product messages
A message is the language you use to communicate about a product. To create effective messages, a marketer needs excellent writing skills and a basic understanding of human psychology.
Once approval for messaging is received (which can require a lot of writing and rewriting), marketers develop marketing guidelines and launch assets using the agreed-upon messages.
Product idea
Marketers don't just promote existing products; they come up with ideas that will hit the market in a few years.
The job of a marketing specialist is to figure out what is missing in the current market and then work with the development team to develop a product that customers may not yet know they need. Also provide feedback on products that are in development.
Confirmation of product requirements
Marketing professionals are responsible for verifying any claims about the benefits of their product. Marketing professionals help develop a go-to-market (GTM) strategy for each new product. A GTM strategy is a plan for bringing a new product to market.
Marketing of existing products
A marketing specialist does not stop working on a product after its launch. His responsibilities also include ensuring competitiveness.
After-sales period
Marketing professionals are involved in the entire product development process, from developing ideas to supporting existing products. Here's what the marketing process might look like:
1. Market research
Bringing a product to market starts with market research. Understanding what competitors are doing and identifying gaps in the market is how you achieve market fit.
Marketers can conduct social media listening to determine whether their target audience has expressed a desire to purchase additional products.
2. Product development
Marketing specialists help screen ideas early in development to ensure that they meet business goals, such as attracting new customers or generating new revenue from existing customers. The marketing team also shares research with developers and advises them during the development process to ensure that the product meets consumer needs.
3. Positioning and messaging
As the product development phase nears its end, marketers begin to develop positioning and messaging: how the company will share its product's story with its audience.
4. Product launch
Launch is a dynamic, multi-channel event that requires marketers to work closely with other teams.
Create resources for sales and retail teams to reach your target market of busy urban professionals.
Collaborate with digital and creative teams to ensure consistent messaging across the company's website, social media, email and blog.
5. After launch
A product's marketing strategy doesn't end when it hits the market. Marketing professionals will monitor sales and engagement. The goal is to learn which channels and messages are most effective and decide whether to discard ineffective strategies and choose winning ones.
Conclusion
Product marketing specialists will also work with customer service and customer success teams to conduct surveys and analyze customer feedback. This ensures that the product remains competitive throughout its lifespan.
In the high-tech and consumer goods industries, responsibility for communicating the benefits of a product falls to the marketing specialist or marketing manager.
What is product marketing?
It is the process of identifying the unique value of a norfolk island b2b leads product and communicating that value to the target audience. It is emphasizing value and being able to tell a story about the benefits of a product and getting the best out of it.
Product Marketing and Brand Marketing
Brand marketing involves creating a story about the brand to establish an emotional connection between the brand and customers. Product marketing, on the other hand, focuses on how the product meets specific needs.
Product marketing is much more about claims, benefits and positioning, as opposed to brand marketing, which is more about visual storytelling and emotional appeal.
Sometimes, especially in smaller companies, marketing managers are responsible for both product and brand marketing. Marketing campaigns may include elements of both. Even in larger teams, product and brand marketers often work together to ensure alignment.
Marketing and Product Management
Management or development is the process of creating a product and ensuring that it functions optimally for customers. Marketing involves positioning it in the market and communicating its benefits to the target audience.
Without marketing professionals, product managers would not have the insight needed to create an effective development strategy, including ideas for new products or feedback to improve existing products.
What do product marketers do?
Marketing professionals, sometimes called product marketing managers (PMMs), are involved in every step of bringing a product to market. Some of their key responsibilities include:
Product positioning
Positioning involves identifying unique value and is a key component of marketing. Marketers conduct market research to predict what need their product will satisfy. They then test the positioning to ensure that the target audience feels the same way.
Other ways to validate positioning include A/B testing different versions of advertising copy, consumer perception studies, and customer surveys.
Sending out product messages
A message is the language you use to communicate about a product. To create effective messages, a marketer needs excellent writing skills and a basic understanding of human psychology.
Once approval for messaging is received (which can require a lot of writing and rewriting), marketers develop marketing guidelines and launch assets using the agreed-upon messages.
Product idea
Marketers don't just promote existing products; they come up with ideas that will hit the market in a few years.
The job of a marketing specialist is to figure out what is missing in the current market and then work with the development team to develop a product that customers may not yet know they need. Also provide feedback on products that are in development.
Confirmation of product requirements
Marketing professionals are responsible for verifying any claims about the benefits of their product. Marketing professionals help develop a go-to-market (GTM) strategy for each new product. A GTM strategy is a plan for bringing a new product to market.
Marketing of existing products
A marketing specialist does not stop working on a product after its launch. His responsibilities also include ensuring competitiveness.
After-sales period
Marketing professionals are involved in the entire product development process, from developing ideas to supporting existing products. Here's what the marketing process might look like:
1. Market research
Bringing a product to market starts with market research. Understanding what competitors are doing and identifying gaps in the market is how you achieve market fit.
Marketers can conduct social media listening to determine whether their target audience has expressed a desire to purchase additional products.
2. Product development
Marketing specialists help screen ideas early in development to ensure that they meet business goals, such as attracting new customers or generating new revenue from existing customers. The marketing team also shares research with developers and advises them during the development process to ensure that the product meets consumer needs.
3. Positioning and messaging
As the product development phase nears its end, marketers begin to develop positioning and messaging: how the company will share its product's story with its audience.
4. Product launch
Launch is a dynamic, multi-channel event that requires marketers to work closely with other teams.
Create resources for sales and retail teams to reach your target market of busy urban professionals.
Collaborate with digital and creative teams to ensure consistent messaging across the company's website, social media, email and blog.
5. After launch
A product's marketing strategy doesn't end when it hits the market. Marketing professionals will monitor sales and engagement. The goal is to learn which channels and messages are most effective and decide whether to discard ineffective strategies and choose winning ones.
Conclusion
Product marketing specialists will also work with customer service and customer success teams to conduct surveys and analyze customer feedback. This ensures that the product remains competitive throughout its lifespan.