The Founder’s Guide to Product Marketing

Kicking Off With An Ideal Go-To-Market Strategy

What is Product Marketing?

Product marketing encompasses a variety of activities aimed at ensuring your product reaches the intended consumers at the budgeted cost within the specified period. Yes, it involves marketing activities such as advertising and promotion, but there is much more going on beneath the surface. You need a product marketing strategy that takes into consideration important factors like user feedback, customer success stories, and sales data.

Four Essentials To Product Marketing Success

1. Speak the language of your market

Your product marketing strategy should never be an afterthought: it should always be informed by the research and feedback received throughout the life of your business. Market research is critical not only for product development but also for understanding how to communicate effectively with your market.

2. Sell your story

Storytelling is hardwired into our brains as a necessary component of our humanity. More than logic or might, stories are what convinces people to act — and they can influence how much your audience cares about your brand.

3. Get the right people on your team

Anyone can be a product marketer, in the same way, that anyone could theoretically become a doctor. However, at the end of the day, some people are better suited for the task than others due to experience, the right skill set, and a personal drive to excellence. And this will be evident in the end result.

4. Seek network support

Never believe that you’re alone. While starting a business can be intimidating, seeking assistance is much easier than it appears. Whether it’s helping you in conducting market research, developing your voice, honing your story, or simply connecting you with people who possess the necessary skills to join your team, a strong network is a secret weapon in any business’s arsenal.

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