Why product marketing must be a strategic process

I sometimes find that there is some confusion around the definition of product management versus product marketing. So, let’s clarify the difference before we dig into the details. Wikipedia defines it well: "Product marketing is the process of promoting and selling a product to an audience. Product marketing, as opposed to product management, deals with more outbound marketing or customer-facing tasks (in the older sense of the phrase)."

Pretty straightforward, isn't it?

The important role of product marketing

An efficient product marketing process is a foundation for successful product launches, effective SEO, eCommerce, and much more. Without compelling high quality product stories—including descriptions, specifications, how-to videos, images, cross-sells , and so on—it is very hard to provide a great product experience. The product experience is such a vital part of the customer's buying journey that, without a great one, it is almost impossible to convince anyone to buy anything. Unfortunately, despite its importance, product marketing is often not considered as a strategic process.

There is a big difference in how you need to communicate to B2B Buyers versus B2C Shoppers. It is important that you know to whom you are marketing before you start communicating with them, so there is always a need for buyer personas regardless of industry. However, personas are not persons, and persons have different contexts and intents during the buying journey. Most customers will move across touchpoints and devices, creating a need for content to be developed and stored granularly to help the front-end solutions select the right pieces and adapt the product story—in real time.

B2B buyers are mobile too

There seem to be a misconception that micro-moments are only happening within B2C, but B2B buyers are mobile too, and thus are constantly connected. The B2B buying journey is now as fragmented and unpredictable as it is within B2C. According to Google, 89% of B2B buyers use the internet during the B2B research process. Think with Google has written an interesting piece about this. With B2B marketing, also comes the complexity of often having more than one decision-maker, each of whom can have a different persona and be in a different phase of the buying journey.

Product marketing needs to be a strategic process

Digital marketing is extremely competitive. To win, companies need to have the resources, processes, and systems in place to create large volumes of high-quality content, manage knowledge about the customers, communicate effectively in real time, and have ways of analyzing and optimizing it all.

It is time to realize that without this in place, the other strategic processes and systems that are managing transaction and logistics, such as ERP, are going to have less and less to do in the future when sales are going down. That is why you need to make product marketing a strategic process. If it is not considered strategic to your organization already, it is time to make it so.

 

Johan Boström, Co-founder and Evangelist, inRiver