{"id":692,"date":"2022-03-07T23:37:40","date_gmt":"2022-03-07T23:37:40","guid":{"rendered":"https:\/\/pixelfy.me\/blog\/?p=692"},"modified":"2022-05-26T11:53:58","modified_gmt":"2022-05-26T11:53:58","slug":"what-does-product-marketing-do","status":"publish","type":"post","link":"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/","title":{"rendered":"What Does Product Marketing Do? &#8211; Complete Guide with FAQs, Tips, Advice, &amp; More"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#What_is_Product_Marketing\" >What is Product Marketing?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Tasks_of_a_Product_Marketing_Manager\" >Tasks of a Product Marketing Manager<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#How_Does_Product_Marketing_Work\" >How Does Product Marketing Work?&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_1_Research_the_Product\" >Step 1: Research the Product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_2_Develop_a_Story_for_the_Product\" >Step 2: Develop a Story for the Product&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_3_Decide_the_Type_of_Content_That_Will_be_Made_and_How_It_Will_be_Distributed\" >Step 3: Decide the Type of Content That Will be Made and How It Will be Distributed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_4_Develop_the_Product_Launch_Plan\" >Step 4: Develop the Product Launch Plan&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_5_Attend_the_Product_Launch_Meeting\" >Step 5: Attend the Product Launch Meeting&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_6_Engage_With_Your_Target_Audience_and_Community\" >Step 6: Engage With Your Target Audience and Community&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Step_7_Ensure_That_You_and_the_Sales_Team_are_on_the_Same_Page\" >Step 7: Ensure That You and the Sales Team are on the Same Page&nbsp;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#How_Do_I_Measure_the_Success_of_Product_Marketing_Campaigns\" >How Do I Measure the Success of Product Marketing Campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/pixelfy.me\/blog\/what-does-product-marketing-do\/#Wrapping_Things_Up%E2%80%A6\" >Wrapping Things Up\u2026&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><strong>Product marketing <\/strong>can be a bit difficult to define if you\u2019ve just started a new business and want to get it off the ground.&nbsp;<\/p>\n\n\n\n<p>The fact of the matter is that product marketing sits at the heart of most successful businesses.&nbsp;<\/p>\n\n\n\n<p>If you want your brand to be successful, it\u2019s crucial that you understand how it works and how you can implement it successfully.<\/p>\n\n\n\n<div class=\"wp-block-group has-text-color has-background\" style=\"background-color:#e2fcff;color:#292d34\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"has-text-align-left wp-block-heading\"> Quick Summary <\/h4>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-wide\" \/>\n\n\n\n<p>In this post, we will define what product marketing is and how it can play an important role in the success of your brand.&nbsp;<\/p>\n\n\n\n<p>We will also discuss what <strong>product marketers <\/strong>are typically responsible for and how you can implement such a strategy for your business.&nbsp;<\/p>\n\n\n\n<p>So without further ado, let\u2019s get into it.&nbsp;<\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_Product_Marketing\"><\/span>What is Product Marketing?&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Product marketing can be described as the process through which a new or existing product is advertised in the market. This includes the <strong>introduction <\/strong>of the product to the market, the <strong>launch <\/strong>of the product, and the messaging involved to communicate the need for it.&nbsp;<\/p>\n\n\n\n<p>The product marketing process also involves making sure that all salespeople involved in the selling process fully understand what the product is all about. This is important because you want your salespeople to be knowledgeable and well-informed about the product.&nbsp;<\/p>\n\n\n\n<p>If a customer feels that the salesperson representing your product is incompetent or doesn\u2019t know enough about the product, it could cost you a sale.&nbsp;<\/p>\n\n\n\n<p><strong>The main aim of <a href=\"https:\/\/pixelfy.me\/blog\/marketing\/product\/\">product marketing<\/a> is to increase the sales, usage, and prevalence of a product.\u00a0<\/strong><\/p>\n\n\n\n<p>Many people wrongfully believe that <strong>product marketing <\/strong>only deals with the launch of a product into the market. This, however, is not the case. If that were the case, product marketers that work exclusively for a single product wouldn\u2019t have much to do after it\u2019s launched.&nbsp;<\/p>\n\n\n\n<p>Once the product is launched, <strong>product marketers <\/strong>work to <strong>maintain the relevance of the product <\/strong>within the market. They also work to ensure that the people who would be interested in the product are made aware of it.&nbsp;<\/p>\n\n\n\n<p>This could be through digital marketing campaigns, awareness programs, and other techniques.&nbsp;<\/p>\n\n\n\n<p><strong>Product marketers <\/strong>also work to listen to the feedback provided by customers that already own the product. They can then use this feedback to provide insight on how the product could be improved in the future.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/4CimzN3GCIEK0Yi2G_MYSydpur9HkAoq4KD-omuvddVFGH-OVmgkeM0k-rYIejw3TNYUNp_8Drcse2sItJtXVpVSpcNs9qJBVVIPn_t565ogZ5DbWTbpi2ngY2uDE6mctk_D7L-W\" alt=\"product marketing sales enablement product marketing product marketers product marketer product marketers\" \/><\/figure>\n<\/div>\n\n\n<p>It\u2019s a good idea to implement <strong>inbound marketing strategies <\/strong>into your overall marketing strategy, to begin with, product marketing. <strong>Inbound marketing <\/strong>focuses on trying to reach the correct audience that would be interested in the type of product that you have.&nbsp;<\/p>\n\n\n\n<p>Once that target demographic is successfully reached and converted by your product marketing team, further efforts are made to ensure they remain loyal customers. It\u2019s the go-to-market strategy for many large corporations.<\/p>\n\n\n\n<p><strong>Loyal customers <\/strong>are crucial for the longevity and relevance of your brand since they can be strong advocates for your product(s). That\u2019s why you have to always strive for customer success.<\/p>\n\n\n\n<p>Now that we\u2019ve defined what product marketing is let\u2019s take a closer look at the responsibilities and tasks that a <strong>product marketing manager <\/strong>typically performs.<\/p>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tasks_of_a_Product_Marketing_Manager\"><\/span>Tasks of a Product Marketing Manager<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Simply said the goal of a <strong>product marketing manager <\/strong>is to market the products and their features to their company\u2019s target audience. Basically, they have to <strong>communicate the value <\/strong>of your products to potential customers.&nbsp;<\/p>\n\n\n\n<p>You can expect a <strong>product marketing manager <\/strong>to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Become familiar with the products your brand has to offer.<\/li><li>Identify and highlight the key features of your products.<\/li><li>Develop a message that will help your brand to communicate these key features to your target audience.<\/li><li>Develop detailed <a href=\"https:\/\/pixelfy.me\/blog\/marketing\/\">marketing <\/a>campaigns to tap into new as well as existing audience segments.<\/li><\/ul>\n\n\n\n<p><strong>Some specific duties that a product marketing manager may take care of include:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Developing content plans for future <a href=\"https:\/\/pixelfy.me\/blog\/how-to-create-a-marketing-campaign\/\">marketing campaigns<\/a>.<\/li><li>Determining the distribution channels that will be utilized for said marketing campaigns.<\/li><li>Sitting down with content creators for your brand and determining what type of content they will create. Product marketing managers will ensure the message sent with the content reflects your <strong>brand\u2019s image and identity.\u00a0<\/strong><\/li><li>Developing a content publishing schedule and ensuring that all tasks are completed according to it.\u00a0<\/li><\/ul>\n\n\n\n<p>These are just some tasks that product marketing managers have to deal with but this is not an exhaustive list. Naturally, there can be many other tasks that product marketing managers have to deal with.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/8qY_Kalp10wP4zKetnYUq7OBXKZnfJXZgsFOsYQ2c05CACGNqwGRTn8kVMWDz1gOnGA49K_hUxBfGFQqRhM65GLExwJqUJj0kESN2igSt_Wvk-SCn0WDdexkUEklyVbKTessk-oZ\" alt=\"product marketing product marketing customer success product marketers product marketing team product marketers\" \/><\/figure>\n<\/div>\n\n\n<p>However, all of them are typically related to how the value of your product(s) can be communicated to the masses.<\/p>\n\n\n\n<p>Now, let\u2019s look at what the efforts of <strong>product marketers <\/strong>actually look like. In the next section, we will analyze what a typical <strong>product marketing cycle <\/strong>involves. It\u2019s the job of product marketers to ensure this cycle yields fruitful results.&nbsp;<\/p>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Does_Product_Marketing_Work\"><\/span>How Does Product Marketing Work?&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The first thing you must understand as a product marketer is that product marketing is a process that is solely aimed at potential and\/or existing customers. That\u2019s why anything you do as part of the product marketing process, it has to be done with the customers in mind.&nbsp;<\/p>\n\n\n\n<p>Product marketing can be a great tool for sales enablement but only when done properly.<\/p>\n\n\n\n<p><strong>A great product or service won\u2019t benefit you at all if the people who would be interested in them are not aware of it.&nbsp;<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/9rYGghtG1gKuVN4R4amiMSw7Rgm5S7WzkryfK9sv3eo8hjTXtKND1yvqFUNuPnHCcyJOvY5eGzA62ZB66C8iM55XvQw1mqyoGdj42_Ike0otlVfc_CMjQcM3KmQsGHtdJvcgQ2ee\" alt=\" product marketing go to market strategy sales enablement product marketing product marketers product marketer\" \/><\/figure>\n<\/div>\n\n\n<p>That\u2019s pretty much why product marketing and marketing in general exists: To make the customer aware of the problem they have and communicate how your product can solve that problem.&nbsp;<\/p>\n\n\n\n<p>So the <strong>first step <\/strong>for product marketers is to <strong>figure out who their target audience is.&nbsp;<\/strong><\/p>\n\n\n\n<p>Look at your product and think about the type of person that would be interested in it. You and your product marketing team don\u2019t have to think of one person. It\u2019s a good idea to create different groups and <strong>audience segments.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How old would they be?&nbsp;<\/li><li>What would be their gender?&nbsp;<\/li><li>What kind of job would they do?&nbsp;<\/li><li>What would their typical income be?&nbsp;<\/li><li>What would their geographical location be?&nbsp;<\/li><li>What type of online channels and social media platforms would they use?&nbsp;<\/li><\/ul>\n\n\n\n<p>These are just some questions you can ask yourself to identify the type of people you want to send your message to. However, we encourage you to take some time to define some more characteristics of the people within your target audience.&nbsp;<\/p>\n\n\n\n<p><strong>In most cases, the more specific your target audience is, the higher the chance that you will be able to convert them.&nbsp;<\/strong><\/p>\n\n\n\n<p>It\u2019s a good idea at this stage to create a few <strong>buyer personas <\/strong>for your brand.&nbsp;<\/p>\n\n\n\n<p>A <strong>buyer persona <\/strong>can be described as a fictional character that could serve as a template for the typical customer that would be interested in your product(s). You would outline their characteristics including their hobbies, interests, job title, income, etc.&nbsp;<\/p>\n\n\n\n<p>We recommend that you create <strong>at least 2 &#8211; 3 buyer personas <\/strong>before you actually implement any product marketing strategies.&nbsp;<\/p>\n\n\n\n<p>The different buyer personas that you create might be quite different from each other. As a result, you can create different marketing campaigns for each of them.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/3H8ytocEgiyrla9w5Wm6_ZVnfUN7SkPExcyf5mIwDfwLbI2gbz4_Igr33ihTBeLjD6qZSgpDYG4ewGPhO9wC20PRzQtMMCk9EljUApFTxaDnoHmz-92RwRE3YwB_o7ODqcg6XUcZ\" alt=\" product marketing team product marketers product marketer define product marketing\" \/><\/figure>\n<\/div>\n\n\n<p>Each campaign\u2019s messaging might be different and personalized to one specific persona. Remember that the more personalized your messaging and communication is, the higher the chances that you\u2019ll convert a person from that specific <strong>audience segment.&nbsp;<\/strong><\/p>\n\n\n\n<p>We always recommend our readers to perform <strong>segmentation <\/strong>whenever they come up with <strong>target demographics <\/strong>and <strong>buyer personas <\/strong>for their brand.&nbsp;<\/p>\n\n\n\n<p>It\u2019s also important that you don\u2019t do all of this in a vacuum. <strong>Have your team on board <\/strong>and communicate with personnel within the marketing as well as the sales team(s). This is to ensure that every person involved in the campaigns is on the same page.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/GI2bECpRLQALkbp4QacjrH62xvLDbU31awvm9VP2EwmOMLHmgc8TBR8p54Ad-J0Rwl69iIuozHj0p4i0ullNKMUkedrvKuhN0rp23nz-QdIAzcsMHyHAjEYS7wAd616_GgZjS-PW\" alt=\" product management product marketer\u2019s job product marketers product marketer key roles product marketing sits\" \/><\/figure>\n<\/div>\n\n\n<p>You don\u2019t want the customer receiving different types of messages from different personnel within your company.&nbsp;<\/p>\n\n\n\n<p><strong>Once you have a fair idea of what type of people would be interested in your product(s), you can begin to plan the product marketing process.&nbsp;<\/strong><\/p>\n\n\n\n<p>Here are some steps that a <strong>product marketer <\/strong>will typically take before, during, and after the product\u2019s launch:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_1_Research_the_Product\"><\/span>Step 1: Research the Product<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>You may think that as a product marketer, your job starts once the product is ready to be sold. However, that\u2019s definitely not the case.&nbsp;<\/p>\n\n\n\n<p>To be an <strong>effective product marketer, <\/strong>you need to understand the product inside out. You must know how it works, what its different features and components are, and where it shines.&nbsp;<\/p>\n\n\n\n<p>To develop an understanding of the product, you need to work closely with <strong>product developers <\/strong>during the stage at which it\u2019s being developed. Communicate with the developers and have them give you insights into the product as it goes through prototypes and testing stages.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/Tdz0igWwapqo2SPr5ChghXUTTBgtRhbZkousj3BRG6JIoJiFDrrU7G5vYnwLDzuEJMkRl7KD4120So5iBuZ48_HKpt_I7uuduO739_oSLRL0Oo49PLxw9K56rYP8aC24iNgJns1X\" alt=\"product marketer\u2019s responsibilities marketing teams sales materials product marketing\" \/><\/figure>\n<\/div>\n\n\n<p><strong>You won\u2019t be able to send an informed message as part of your marketing campaign unless you have a thorough understanding of how the product works.&nbsp;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_2_Develop_a_Story_for_the_Product\"><\/span>Step 2: Develop a Story for the Product&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If you\u2019re a B2C company (<strong>Business to Consumer<\/strong>), then it\u2019s important that you compose a message that is <strong>emotion-based <\/strong>rather than <strong>data-driven.&nbsp;<\/strong><\/p>\n\n\n\n<p>Some statistics and data here and there help, but the focus should be to deliver a message that communicates a problem and how the product solves that problem.&nbsp;<\/p>\n\n\n\n<p>The goal is to identify what the product does best and what unmet needs it can meet for your target audience. Once that\u2019s identified, you have to work to compose a message that effectively communicates it.&nbsp;<\/p>\n\n\n\n<p>In many cases, your customer may not realize that they have a problem that your product solves. Here, you\u2019ll have to highlight the problem first and then explain how the product solves it.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/Vf0a8euxyMvzkrGDR4X9EFVTfy5Uj_ESxN7oWBMvDxGc3dFwQp0Nnsoo-VIqzHMjofRnGussTeC6qEgh3Zt7Ij7vrU6M_J2vo3O9SHaGviHHmxs7mGPGaMt6SOYoyzOsZhEoX4ex\" alt=\" define product marketing product management product marketing product marketer\u2019s job\" \/><\/figure>\n<\/div>\n\n\n<p><strong>You can also study your competitors at this stage <\/strong>to identify what your product does better than them. Once you identify a feature that works better in your product than your competitors, you can include it in your marketing message.&nbsp;<\/p>\n\n\n\n<p>When you highlight aspects of your product that work better than your competitors, it\u2019ll obviously give you a significant edge amongst customers within the market.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_3_Decide_the_Type_of_Content_That_Will_be_Made_and_How_It_Will_be_Distributed\"><\/span>Step 3: Decide the Type of Content That Will be Made and How It Will be Distributed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>At this stage, you have three things to work with:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>You know who your target audience is.&nbsp;<\/li><li>You know what the product you want to promote is along with its key features.<\/li><li>You know the story you want to tell with the marketing campaigns for the product.<\/li><\/ol>\n\n\n\n<p>Now, you are ready to meet with <strong>content creators <\/strong>and decide what type of content will be made for the brand to communicate the message you\u2019ve crafted.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/iJ6Lr2zPuYVskWl-rOU6SE9rjUKr_4uq-JZkVJCBcfw5xdpNrodjdJ8Fj0YudwsRfVkdw0eVLYhwlfEBjrxH-bnnphJqIc2bajxXV2oqmcQH-fnEkSX4StFOrOWwVEjRuQpV_e9r\" alt=\" product marketing aims customer facing teams product manager new customers customer feedback\" \/><\/figure>\n<\/div>\n\n\n<p>It\u2019s important to stay in touch with content creators and communicate your message effectively and consistently to all of them. This will ensure that all of the content made for the product matches your <strong>brand identity <\/strong>and <strong>messaging.&nbsp;<\/strong><\/p>\n\n\n\n<p>Along with the <strong>tone of the messaging, <\/strong>you must also decide which type of <strong>distribution channels <\/strong>will be used to distribute the content that will be made.&nbsp;<\/p>\n\n\n\n<p>Again, the distribution channels you choose will depend on who your target audience is. You\u2019ll have to figure out that based on the typical hobbies of your target audience, which platforms would they most frequent?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group has-text-color has-background\" style=\"background-color:#e2ffee;color:#292d34\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em>For example, if you have a product that is mainly aimed at <\/em><strong><em>teenagers<\/em><\/strong><em>, then you would most likely use social media channels to distribute the content. The <a href=\"https:\/\/pixelfy.me\/blog\/why-social-media-marketing-is-important\/\">social media<\/a> platforms you use would also depend on what\u2019s popular among teenagers.\u00a0<\/em><\/p>\n\n\n\n<p><em>Typical examples of such platforms would be TikTok, Snapchat, Twitter, and more.&nbsp;<\/em><\/p>\n\n\n\n<p><em>On the other hand, if you have a product that is mainly aimed at <\/em><strong><em>senior citizens, <\/em><\/strong><em>then social media would definitely not be the correct option.\u00a0<\/em><\/p>\n\n\n\n<p><em>Instead, it would be much wiser to use more traditional methods of marketing such as <\/em><strong><em>print media <\/em><\/strong><em>and <\/em><strong><em>TV advertising.<\/em><\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<p>Once the content has been developed, it\u2019s a good idea to perform some <strong>A\/B testing <\/strong>to see what works best.&nbsp;<\/p>\n\n\n\n<p><strong>A\/B testing <\/strong>refers to when you create two varying versions of the same content. Then, you test it out amongst a small audience segment to see how both of them perform. The version that performs better is what will be used in the actual marketing campaign.&nbsp;<\/p>\n\n\n\n<p>One thing we\u2019ve always told our readers is to have their messaging be as <strong>concise <\/strong>and <strong>to the point <\/strong>as possible. This is especially important if you use social media platforms like <strong>Twitter, <\/strong>where the character count for every tweet is quite limited.&nbsp;<\/p>\n\n\n\n<p>In this case, your messaging has to be short and sweet. It can become difficult to do so when you have to include a link to your landing page or store page. To overcome this issue, you can use a <strong>link shortener. <\/strong>&nbsp;<\/p>\n\n\n\n<p><strong><em>To shorten your link through <\/em><\/strong><a href=\"http:\/\/pixelfy.me\"><strong><em>Pixelfy<\/em><\/strong><\/a><em>, register an account for yourself and log in.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/pixelfy.me\/blog\/wp-content\/uploads\/2022\/03\/image.png\" alt=\"gather customer feedback landing pages new brand identity customer satisfaction initial smart goal landing page promotional calendar\" class=\"wp-image-652\" width=\"234\" height=\"234\" srcset=\"https:\/\/pixelfy.me\/blog\/wp-content\/uploads\/2022\/03\/image.png 935w, https:\/\/pixelfy.me\/blog\/wp-content\/uploads\/2022\/03\/image-300x300.png 300w, https:\/\/pixelfy.me\/blog\/wp-content\/uploads\/2022\/03\/image-150x150.png 150w, https:\/\/pixelfy.me\/blog\/wp-content\/uploads\/2022\/03\/image-768x768.png 768w\" sizes=\"(max-width: 234px) 100vw, 234px\" \/><\/figure>\n<\/div>\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background\" href=\"http:\/\/pixelfy.me\" style=\"border-radius:4px;background-color:#f775ea\">SIGN UP FOR FREE TRIAL<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p><strong><em>Step 1: <\/em><\/strong><em>After you log in, you will be greeted with the dashboard page. Here, you can look at analytics for previously shortened links.&nbsp;<\/em><\/p>\n\n\n\n<p><em>This is something that can come in handy when you want to analyze the results of your marketing campaign(s).&nbsp;<\/em><\/p>\n\n\n\n<p><em>You also have access to the URL shortener box which is present at the <\/em><strong><em>top of the page.&nbsp;<\/em><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/E70yckONADpPam62sHYmaP6jDfZLixDNFDv5nm_KXRp-zKDeyFdBTXNfc_02TpBnvBFl-R7nFIiisYfyGPXVjZYx0XZhPbImm0NquC-au4-eFv8F5iPfMIduIFCQYyRn-ltMXTlj\" alt=\"product marketing strategy go to market defining product marketing position product marketing alliance\" width=\"840\" height=\"410\" \/><\/figure>\n<\/div>\n\n\n<p><strong><em>Step 2: <\/em><\/strong><em>To receive a shortened URL to the link you want to use within your marketing campaign(s), copy it and paste it into the URL shortener box as shown below.&nbsp;<\/em><\/p>\n\n\n\n<p><em>After you copy it, you will automatically get redirected to the next page. If you don\u2019t get redirected, simply click on the <\/em><strong><em>\u201cShorten\u201d <\/em><\/strong><em>box.&nbsp;<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/5l41VBlrn06UPccpi0xHiBuHjpmdp2JXCsndSa7Zru0Wyxwgu8SPOsNOQ7pTO3AeifvRq8ymVCKZ2GGcbHhEwNRKHY9vOxrxGJNXSxYcg7Ml9u8fd-NeynWB52idjmmuSCZMsd8n\" alt=\" customer success teams product team product marketing alliance product launches demand generation teams\" \/><\/figure>\n<\/div>\n\n\n<p><strong><em>Step 3: <\/em><\/strong><em>Once you\u2019re on the next page, you\u2019ll receive the shortened URL you can use. Simply copy it and use it wherever you like within your marketing campaign(s).<\/em><\/p>\n\n\n\n<p><em>Remember that you can always return to the dashboard for analytics on the shortened URL, such as <\/em><strong><em>impressions, clicks, <\/em><\/strong><em>and more. <br><\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/hM1douv-1FrzUwMC_AwmaBuzbHFLjQtiyKtKtE2VcL_WUDF_eKzhkg7RPAYPPItK4FDWbCjuOA80pUqDLc5w5G8lrTMOpi-K1to4mhcDyRPTk-8aD-QpgQqn5HC4eLbSd8ZdX6yS\" alt=\" product launches product marketing successful companies market research product marketing\" \/><\/figure>\n<\/div>\n\n\n<p>The types of content you can have are limitless such as&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Blog content&nbsp;<\/li><li>Short-form videos&nbsp;<\/li><li>Long-form videos&nbsp;<\/li><li>Infographics&nbsp;<\/li><li>Images&nbsp;<\/li><li>Live streams&nbsp;<\/li><li>Stories (on platforms like Snapchat and Instagram)&nbsp;<\/li><li>Podcasts&nbsp;<\/li><li>Landing pages<\/li><\/ul>\n\n\n\n<p>And much more.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_4_Develop_the_Product_Launch_Plan\"><\/span>Step 4: Develop the Product Launch Plan&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As the content for your marketing campaign(s) is being made, you should work to develop the <strong>product launch plan.&nbsp;<\/strong><\/p>\n\n\n\n<p>The product launch plan will have all the details of the product marketing process that will occur leading up to as well as after the product is launched.&nbsp;<\/p>\n\n\n\n<p>It\u2019s your responsibility as a <strong>product marketer <\/strong>to lay out all the responsibilities that everyone in the team has during every stage of the product marketing process. It\u2019s a good idea to be as thorough as possible so that nobody\u2019s confused about their roles and duties.&nbsp;<\/p>\n\n\n\n<p><strong>The more detail-oriented you are, the smoother the product launch will be.&nbsp;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_5_Attend_the_Product_Launch_Meeting\"><\/span>Step 5: Attend the Product Launch Meeting&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/8QH4fGi-1pwAeBpcrnviLrnfzUvjLkBgnQbQlDHPVrV4Uhmt0SNEiyM1MFgjPoYeKG8wnAJbpuURt6Z0QDDh2gG_5ht-A8Lpo4DfbTxK4y7nGAXJ0we_sHhPDRMISWNqozQ9wW7I\" alt=\"solve product marketing product market fit product marketing key metrics product marketing\" \/><\/figure>\n<\/div>\n\n\n<p>This goes without saying but it\u2019s paramount that you have a meeting on the day of the product launch. The purpose of the product launch meeting is to finalize what everyone\u2019s responsibilities are.&nbsp;<\/p>\n\n\n\n<p>Ensure that you as well as everybody else on your team, perfectly know what their duties and responsibilities are so that nothing goes wrong during marketing.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_6_Engage_With_Your_Target_Audience_and_Community\"><\/span>Step 6: Engage With Your Target Audience and Community&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As your product is launched and all of the marketing campaigns you planned to go into effect, it\u2019s natural for a buzz about your product to be created within the industry.&nbsp;<\/p>\n\n\n\n<p>&nbsp;During this stage, it\u2019s important that you amplify the buzz by further engaging with the community and interacting with them.&nbsp;<\/p>\n\n\n\n<p>As people start to buy your product, they may run into issues or have questions about it. It\u2019s important that you have a <strong>customer satisfaction team <\/strong>dedicated to this. Do not leave your audience alone out there once you\u2019ve sold your product to them.&nbsp;<\/p>\n\n\n\n<p>Answer their questions thoroughly and with care. This will show them that you\u2019re a brand that truly cares about them, and as a result, they may become <strong>loyal customers. <\/strong>Loyal customers are a great asset to have because they\u2019ll be advocates for your product and brand.&nbsp;<\/p>\n\n\n\n<p>Not only that but every time you launch a new product in the future, there\u2019s a high chance that they\u2019ll buy that product from you.&nbsp;<\/p>\n\n\n\n<p>If you ignore your customers immediately after you launch your product, you\u2019ll fail to secure any loyal customers. Even the customers that bought from you once might be turned off by the lack of care and communication you have with your customer base.&nbsp;<\/p>\n\n\n\n<p><strong>Hence, make sure that you make an effort to engage and be a prominent presence within the community after you launch your product.&nbsp;<\/strong><\/p>\n\n\n\n<p>Another thing you can do is to reach out to other influencers, content creators, and existing customers for feedback and commentary.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Step_7_Ensure_That_You_and_the_Sales_Team_are_on_the_Same_Page\"><\/span>Step 7: Ensure That You and the Sales Team are on the Same Page&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is something that you constantly have to make sure of <strong>before, during, and after <\/strong>the product launch.&nbsp;<\/p>\n\n\n\n<p>It\u2019s important for the marketing team to be in constant communication with the sales team to ensure that the messaging for the product is consistent.&nbsp;<\/p>\n\n\n\n<p>There\u2019s nothing that can throw off a customer more than inconsistencies between the marketing for a product and what a salesperson says on a sales call.&nbsp;<\/p>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_I_Measure_the_Success_of_Product_Marketing_Campaigns\"><\/span>How Do I Measure the Success of Product Marketing Campaigns?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>After each product marketing campaign comes to an end and also while a marketing campaign is running, it\u2019s important to analyze the results you receive.&nbsp;<\/p>\n\n\n\n<p><strong>It\u2019s a good idea to keep an eye on the results and analytics while a marketing campaign is running. <\/strong>This is because if you are not getting the results you expected, you can make adjustments in real-time.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/tPYoJ_nF2wghvo4vmnGGsZfouLcmqBFT5eDWk3aPNfQv5kmpo3SVRnuGRYne4kwTPUylTg_qp1e_F4___dj28SGbMsd1dYQelCvQExoA77IyFVn0jbjaCiNfZef3ur0ijPc5KRoh\" alt=\"business objectives traditional marketing product marketing product positioning deep understanding\" \/><\/figure>\n<\/div>\n\n\n<p>After a marketing campaign ends, it\u2019s <strong>crucial <\/strong>that you analyze the results so that you can understand which tactics worked and which ones didn\u2019t. This can help you make better decisions in future campaigns.&nbsp;<\/p>\n\n\n\n<p>However, the question remains: How exactly do you measure how successful a marketing campaign is?&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/Y1rS152yI9QmpakYp80YfIl7S9A76rA4FWRjkkCfcFJ-ZPVSAib_5HvH3PyD4xCavR_QjdLBHEgbyhIqualDuXO1RB7LbEYjuiYrJJAN-Q_L392FQFSTGoE4T2smpfbcoAnvFEm8\" alt=\"product marketing traditional marketing product roadmap product marketing product sales teams\" \/><\/figure>\n<\/div>\n\n\n<p>Thankfully, in today\u2019s digital age, tools and software exist that take note of a wide variety of metrics that you can look at to measure success.&nbsp;<\/p>\n\n\n\n<p><strong>Some metrics you can take a look at to measure the success of your marketing campaigns include:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Number of sign-ups&nbsp;<\/li><li>Number of sales&nbsp;<\/li><li>Revenue generated&nbsp;<\/li><li>Number of impressions on online marketing posts across social media platforms&nbsp;<\/li><li>Number of clicks on links to landing pages&nbsp;<\/li><li>Number of paid activations&nbsp;<\/li><li>Net Promoter Score (NPS)&nbsp;<\/li><li>Cost per acquisition&nbsp;<\/li><li>Customer lifetime value&nbsp;<\/li><li>Active product usage<\/li><\/ul>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wrapping_Things_Up%E2%80%A6\"><\/span>Wrapping Things Up\u2026&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>So that\u2019s all about <strong>product marketing.&nbsp;<\/strong><\/p>\n\n\n\n<p>As you can probably tell, it\u2019s a crucial part of any brand that hopes to successfully market a product to its potential audiences. Many new entrepreneurs put a lot of emphasis on research and development but not enough on marketing.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t be one of those entrepreneurs. Take a step back and really assess how many resources you should provide to your <strong>product marketers. <\/strong>When you provide them with the appropriate resources, you\u2019re bound to see the results.&nbsp;<\/p>\n\n\n\n<p>For more information and answers to any questions, you may have, please <a href=\"https:\/\/pixelfy.me\/blog\/\">reach out to us<\/a> in the comments section below.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is product marketing? What is the most effective product marketing strategy? If you&#8217;re a beginner looking for answers, we suggest that you go through this guide.<\/p>\n","protected":false},"author":3,"featured_media":693,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[33,26],"tags":[70,71,72,73,74],"class_list":["post-692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product","category-marketing","tag-what-is-product-marketing","tag-tasks-of-a-product-marketing-manager","tag-how-does-product-marketing-work","tag-engage-with-your-target-audience-and-community","tag-how-do-i-measure-the-success-of-product-marketing-campaigns"],"acf":[],"post_mailing_queue_ids":[],"_links":{"self":[{"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/posts\/692","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/comments?post=692"}],"version-history":[{"count":9,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/posts\/692\/revisions"}],"predecessor-version":[{"id":1300,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/posts\/692\/revisions\/1300"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/media\/693"}],"wp:attachment":[{"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/media?parent=692"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/categories?post=692"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pixelfy.me\/blog\/wp-json\/wp\/v2\/tags?post=692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}