Guide to Product Marketing in 2022

A Brief Overview on Product Marketing

Product Marketing is a process that enables customers and in-house sales teams to have sufficient knowledge about the product and its role in the market. Product marketing also helps create customer needs and understand how the product can meet those needs. Consumer marketing, on the other hand, focuses on customer needs and how the product can meet customer needs.

There are different types of product marketing, including but not limited to:

– Product Positioning
– Product Launches
– Product Management
– Product Mix

Each of these types of marketing serve a specific purpose in getting the most out of a product. Product positioning, for example, is used to create a unique selling proposition (USP) for product. This is done by differentiating the product from the competition and creating a clear statement of who the target market is for that product. Product launches are used to build brand value, trust, and customer loyalty over time, by reinforcing a company’s commitment to its customers. Product management refers to making sure that a product meets customer needs after it has been launched. Product mix is made up of all products sold in a given category or industry.

In order to meet customer needs through each type of this marketing process, there must be a constant flow of information shared with customers about the product being developed. Product managers take care of ensuring that when they release new features to customers, when they test new forms of distribution, when they change their pricing model, etc., they have an understanding of how all of these changes will affect customer behavior. Product marketing managers ensure that the product meets customer needs and then communicate this information to customers through the right channels (social media, webinars, etc.). Product marketers also use market research to find new insights within their target audience.

Although there are many similarities between consumer marketing and product marketing, consumer marketing is more focused on bringing brand awareness to a company’s brand name or main products. Product marketers focus on building up detailed knowledge about each individual product they sell or produce for their customers. Product marketers must make sure that each part of the supply chain has done its job prior to moving on to the next step in order for the product to meet customer needs successfully. Product marketers play an important role in making sure that customers are aware of a product and understand its value so that they may be more likely to buy it.

In order for companies to keep up with the latest changes in the market, they need to have a team of skilled product marketers who can make sure that their products are able to meet customer needs. Product marketing is an important process in any company, and it will continue to be an essential part of product development in 2022 and beyond.

As Product Marketing continues to be a critical piece of the Product Management puzzle, we thought it might be helpful to use this space as a repository for Product Managers and Product Marketing professionals. This guide is intended as a general overview and outline of the Product Marketing function.

We’ve broken Product Marketing into 5 key areas:

1. Product Overviews – Outline how the product works and interacts with other products in the market as well as how it interacts with external stakeholders such as end-users, support teams, etc.

2. Product Positioning – Focus on why customers should care about this product over others in the market by means of illustrating customer needs that this product addresses effectively.

3. Product Packaging – Detail the various aspects of how the product will be packaged and presented to customers, including pricing, branding, and competitive analysis.

4. Product Launch Plans – Create a timeline and checklist of all the tasks that need to be completed in order for a successful product launch.

5. Product Maintenance – Document the policies and procedures in place for monitoring customer feedback, managing feature requests and bug reports, and making necessary changes/updates to the product.

In addition to these key areas, Product Marketing professionals should also have a strong understanding of:

– The company’s overall business strategy

– How the product aligns with (and supports) other company products

– The competitive landscape and how the product stacks up against competitors’ products

– How Product Managers collect, analyze, and use customer feedback/requirements

– Product Management best practices

The Product Marketing approach you choose depends on your company’s Product Management strategy. Product Marketing is not simply the job of Product Managers or Product Development folks. Instead it requires collaboration with everyone from Sales to Support teams in order to be effective. A Product Marketing professional should understand each of these functions well — ideally, more than anyone else in the company!