An Introduction to Product Marketing

Product marketing is a complex area and it takes a lot to get right especially for start-ups and SME's. In many cases, due to limited time and resources, start-ups don't give product marketing the attention it deserves.

Therefore we decided to create a short video series to cover the basics of product marketing and for this we invited our friend, Lucas Weber to share his knowledge on the topic. Lucas is the author of The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company. 

In this video series we will cover: product launches, sales enablement, positioning and messaging. 


PRODUCT LAUNCHES

In this video we take a look at how to prioritize different types of product launches and their deliverables as well as how to build release steps and training programs for each type of launch.


SALES ENABLEMENT - PART 1

The first of our two-part focus on Sales Enablement, this video introduces the use of Learning Management Systems but also addresses the importance of both microlearning and empathy when considering your target audience.


SALES ENABLEMENT - PART 2

The second of our two-part focus on Sales Enablement, this video highlights the usefulness of Product Battlecards, Product Playbooks, Flowcharts, and Document Management Systems.


POSITIONING

Ideally, everyone in your company should have the same product-focused elevator pitch. In this video, we identify the key steps to creating the positioning for a product or product line.


MESSAGING

You can have the best product in the world but without compelling messaging, no one will know or care about it. In this video we take a look at Persuasive versus Descriptive and multilayered messaging.


Not sure if product marketing is for your business?

We can help you. Book a time with one of our consultants and find out what product marketing can do for your business.


Screen Shot 2018-05-18 at 13.47.20.png

THE PRODUCT MARKETING MANAGER:RESPONSIBILITIES AND BEST PRACTICES IN A TECHNOLOGY COMPANY

The Product Marketing Manager plays the crucial role of defining the positioning, messaging, and unique selling proposition of a product or product line. This involves taking detailed and technical product information and distilling it into key marketing and sales messages as well as working among several teams in an organization to plan and execute product releases and launches.