Product Marketing Essentials - Crash Course
#18 episode of the Tachless show with Kira Tchernikovsky. Show about people who succeed by doing things differently. Yana Persky, my go-to expert for Product Marketing questions, generously shares her knowledge about what Product Marketing really is in its traditional and innovative form!
Tune in and share your thoughts. Here's a quick outline.
WHAT IS PRODUCT MARKETING?
Product marketing is the process of understanding the market and presenting a product solution. It is a unique and challenging position at the intersection of product management, sales, and customer success. It varies from company to company according to the stage the company is at in its development. For a startup company, it is the busiest - you need to get to know the product well and become an expert because you start from scratch.
THREE PILLARS OF PRODUCT MARKETING
For product marketing to be successful, there are three things you have to do to bring the best to the market.
1. Research
Before, during, and after any type of launch, there is research to be done. Industry research, customer research, and market trends help understand the market you operate in. It also keeps you on top of your competitors.
2. Messaging and positioning
Messaging and positioning help frame your product in a way that shines. It is most relevant for the pre-launch phase. It helps convince the market to buy the product. As the market evolves and the product becomes more mature, you will have to fine-tune your messaging and positioning.
3. Product launch and go to market strategy
Product launch brings the product to the market while go-to-market strategy drives the product growth by communicating the value of the market.
WHAT DRIVES GROWTH once you launched your product?
For your product to grow after launch, you have to choose the best go-to-market strategy that works for your company. To get the most effective go-to-market strategy, you have to try new things and measure whether it works or not. Do not copy your competitors, be creative and innovative.
Find ways to increases your brand awareness. Create your content and be consistent. Some companies hire a digital marketing manager responsible for promoting the content. Also, maintain analyst relations.
WHAT IS ANALYST RELATIONS?
Analyst relation is a strategy for communicating with analysts who work for independent research and consultancy firm. It is an investment in the long term. Analyst relations companies have in-depth product reviews that help influence your purchase decisions and show you the future. They are your eyes and ears.
You don’t have to invest too much money to establish analyst relations. Just find the right companies, their areas of coverage, and the most relevant analyst covering your market. What you have to do is schedule a sales briefing and join for free. Tell your story. You’d need to prepare an in-depth deck and have a great case study to impress the analyst. In the long run, it will pay off.
** My Guest **
Yana Persky
Head Of Product Marketing at Pepperi - B2B Sales Platform for Brands & Wholesale Distributors
https://www.pepperi.com/
/ yana-persky-195518