{"id":15595,"date":"2021-02-03T09:00:45","date_gmt":"2021-02-03T09:00:45","guid":{"rendered":"\/gb\/en\/blog\/?p=15595"},"modified":"2023-02-25T09:40:10","modified_gmt":"2023-02-25T09:40:10","slug":"product-marketing-strategy-the-definitive-guide-examples-templates-strategies","status":"publish","type":"post","link":"\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/","title":{"rendered":"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &#038; Strategies"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Product marketing is often confused with other business and marketing processes. In this article, we will bust those myths once and for all and get to the bottom of what product marketing really is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketing is not a product strategy. Product marketing is not sales or digital marketing. Product marketing isn\u2019t even brand management.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No, product marketing is unique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketing focuses on the customer or potential customers. More than that, product marketing mobilises strategic product positioning to reach a target customer across every part of the customer journey from <\/span><strong><a href=\"\/gb\/en\/blog\/the-best-ecommerce-product-pages-of-2020\/\">eCommerce product pages<\/a><\/strong><span style=\"font-weight: 400;\"> to email marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, product positioning and messaging are regarded as the main responsibility of a product marketer by <\/span><a href=\"https:\/\/productmarketingalliance.com\/product-marketing-stats\/\"><span style=\"font-weight: 400;\">92.6% of PMMs.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Product marketing intersects all of these processes to facilitate product promotion through a strategic product marketing plan. We\u2019ll walk you through what a product marketing strategy looks like a little later, but first, let\u2019s cover the basics. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15596\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-6.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-274\" width=\"638\" height=\"359\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-6.png 638w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-6-300x169.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-6-250x140.png 250w\" sizes=\"(max-width: 638px) 100vw, 638px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/www.slideshare.net\/gerardodada\/defining-product-marketing\"><span style=\"font-weight: 400;\">SlideShare<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In this article we\u2019re going to discuss:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What is product marketing, and why is it important?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product marketing in practice.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What is a product marketing strategy?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to create a product marketing strategy using the marketing mix.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product marketing strategy templates.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product marketing for the future.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s get started.\u00a0<\/span><\/p>\n<h2><strong>What is Product Marketing and Why is it Important?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Product marketing encompasses all the processes associated with bringing a new product to market. In other words, product marketing facilitates the promotion and selling of a new product to a target market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A successful product marketing strategy will support the product strategy to keep everyone focused on your businesses\u2019 customer base and market segment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketing is not the same as brand management. The two are often confused, but brand management is very different and focuses primarily on product development, product features, and requirements.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In contrast, product marketing focuses primarily on customers\u2019 needs. Instead, product marketing and brand management can be thought of as two distinct functionalities that work together to bring a product to market. But their areas of expertise and responsibility are very different.\u00a0<\/span><\/p>\n<p>As businesses strive to establish a strong online presence in the digital age, search engine optimization (SEO) is a crucial component of any product marketing strategy.<\/p>\n<p>Optimizing your website&#8217;s content and structure and building high-quality links can help improve your online visibility and attract more qualified leads. Partnering with a <a href=\"https:\/\/accelerateagency.ai\/saas-seo-agency\">reliable SaaS SEO agency<\/a>, can help businesses achieve their online marketing goals. Don&#8217;t overlook the importance of SEO in your marketing efforts \u2013 it&#8217;s an essential ingredient to your online success.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-1536x1536 wp-image-16450\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/small-business-owners-vlogging-about-their-business-for-social-media-1-1536x1024.jpg\" alt=\"online-product-marketing-strategy\" width=\"840\" height=\"560\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/small-business-owners-vlogging-about-their-business-for-social-media-1-1536x1024.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/small-business-owners-vlogging-about-their-business-for-social-media-1-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/small-business-owners-vlogging-about-their-business-for-social-media-1-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/small-business-owners-vlogging-about-their-business-for-social-media-1-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/small-business-owners-vlogging-about-their-business-for-social-media-1-scaled.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<h2><strong>What do Product Marketers Do?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Product marketers and<\/span><strong><a href=\"\/gb\/en\/blog\/10-skills-you-need-to-have-as-a-successful-product-marketing-manager-product-marketer\/\"> product marketing managers<\/a><\/strong><span style=\"font-weight: 400;\"> create promotional content to drive sales. Before a product launch, product marketers focus on positioning, messaging, and customer research to devise a marketing strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After launching the product, marketers turn their attention to sales enablement by optimising demand generation and product uptake. Product marketers are experts in product-customer positioning, with the end goal of helping sales teams generate as many sales as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In summary, the product marketer\u2019s role involves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Targeting the right buyer personas for a product.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating and implementing a product marketing strategy or roadmap.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Providing sales enablement materials to sales reps to give them the know-how to sell more effectively.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Using storytelling to position products in the market.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ensuring products meet the needs of their target audience.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keeping products relevant over time.\u00a0<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15599\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-4-8.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-129\" width=\"800\" height=\"342\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-4-8.png 800w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-4-8-300x128.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-4-8-640x274.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-4-8-768x328.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/medium.com\/@wiktoria.elzbieta.klusak\/storytelling-marketing-7-steps-to-maximize-your-sales-5db3dc27666c\"><span style=\"font-weight: 400;\">Medium\u00a0<\/span><\/a><\/p>\n<h2><strong>What is the Value of Product Marketing?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Product marketing is extremely beneficial for any company. It helps you identify the right products and the right customers for your particular brand. This is an essential step towards generating maximum sales. And, as we all know, sales mean profits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketers position products through strategic messaging. They can do this by having a deep understanding of their core customer and the market. Therefore, product marketers are a handy resource for brands trying to bring new products to market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketing is an essential pillar of any business marketing strategy. It helps products reach their full potential by offering them maximum reach and visibility. Product marketers are required to look at products critically and strategically to make sure they provide real value.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at some tangible ways product marketing generates value. Product marketing:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Targets buyer personas.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Positions products in the market.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Helps you understand your customers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Teaches you about your competitors.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keeps marketing, sales, and product teams in sync.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Boosts revenue and sales.\u00a0<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15605\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-10-6.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-179\" width=\"960\" height=\"540\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-10-6.png 960w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-10-6-300x169.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-10-6-640x360.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-10-6-768x432.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-10-6-250x140.png 250w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/medium.com\/swlh\/how-product-marketers-create-a-product-driven-startup-9581ac228b97\"><span style=\"font-weight: 400;\">Medium\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In summary, product marketing is valuable because it helps companies scale by mobilising consistent brand messaging. As businesses scale up, product marketing continues to provide updated market insights that help inform future updates.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketing facilitates the gathering of complex customer information. It defines brand identities, products, and audience expectations. It identifies and analyses the competition, and it helps optimise pricing for increased sales.<\/span><\/p>\n\t<div class=\"cta-banner  CID-2FdM5dTp IID-69d0c58b772d0\"\r\n\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t<div class=\"cta-banner-img-wrap\">\r\n\t\t\t<div class=\"cta-banner-img\" style=\"background-image:url(\/gb\/en\/blog\/wp-content\/uploads\/2018\/07\/hero-retal.jpg)\"><\/div>\r\n\t\t<\/div>\r\n\t\t<div class=\"cta-body\" data-dl-custom-type=\"ctaButton\">\r\n\t\t\t<span class=\"cta-sub-heading\">Cloud comms for retail<\/span>\r\n\t\t\t<h3 class=\"cta-heading\">Discover the benefits of cloud communications for retail<\/h3>\r\n\t\t\t<p>Learn about how RingCentral can provide your business with a single communications platform.<\/p>\r\n\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\thref=\"https:\/\/www.ringcentral.com\/gb\/en\/office\/industry-solutions\/retail-business-cloud-phone-systems.html\" class=\"btn btn-primary\"\r\n\t\t\t\ttarget=\"_blank\" rel=\"noopener\" data-dl-additional-info=\"Discover the benefits of cloud communications for retail\"\r\n\t\t\t\tdata-dl-name=\"Discover the benefits of cloud communications for retail | Learn more\">Learn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n<h2><strong>Traditional Marketing Versus Product Marketing\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">One of the most valuable things about product marketing, as opposed to traditional marketing methods, is that it promotes a collaborative and holistic approach to bringing products to market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traditional marketers and demand generation teams focus on promoting a company or brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In contrast, product marketing teams prioritise working across teams to streamline product messaging company-wide.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mobilising <\/span><strong><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/video.html\">video conferencing<\/a><\/strong><span style=\"font-weight: 400;\"> software is a great way to facilitate in-house communication. Especially when more and more people are working from anywhere.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketers support wider marketing teams with strong leadership, messaging, and sales narratives that can be mobilised by marketing representatives. By focussing on marketing to customers, product marketers build brand narratives as part of a competitive strategy that drives demand generation and differentiates a brand from its competitors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As such, product marketing is now an integral facet of any marketing organisation.<\/span><\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_16452\" aria-describedby=\"caption-attachment-16452\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-1536x1536 wp-image-16452\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/woman-in-front-of-a-computer-teamworking-in-video-conference-1536x1024.jpg\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-89\" width=\"840\" height=\"560\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/woman-in-front-of-a-computer-teamworking-in-video-conference-1536x1024.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/woman-in-front-of-a-computer-teamworking-in-video-conference-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/woman-in-front-of-a-computer-teamworking-in-video-conference-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/woman-in-front-of-a-computer-teamworking-in-video-conference-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/woman-in-front-of-a-computer-teamworking-in-video-conference-scaled.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><figcaption id=\"caption-attachment-16452\" class=\"wp-caption-text\">In front of a computer team working in a video conference with a business colleague during the covid-19 pandemic.<\/figcaption><\/figure>\n<h2><strong>Product Marketing in Practice<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Product marketing is important for any business or organisation that wants to sell a product. Product marketing lies at the heart of customer-product connections. It is a useful company-wide. CEOs need content marketing as salespeople, landing page designers, SEO pros, and engineering teams.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why interdepartmental communications are so critical when it comes to product marketing. Everyone in an organisation needs to understand and propagate a clear brand message to parlay stakeholders and customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Three sectors where product marketing is critical, include B2B organisations, startups, and tech companies. For these types of business, product marketing is the best way to make a name for yourself, differentiate your products from competitors, and stand out.\u00a0<\/span><\/p>\n<h3><strong>1. B2B organisations<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">B2B organisations are prime candidates for product marketing strategies. Many B2B organisations are already mobilising effective product marketing agendas. B2B marketers use product marketing to create brand awareness, educate their audience, and build brand trust.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But many don\u2019t realise that product marketing can do more than this. B2B marketers would benefit from using product marketing to build subscribed audiences, ensure customer retention, and generate sales. That\u2019s because a wide range makes B2B purchasing decisions of stakeholders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To appeal to everyone from CEOs to sales teams, you\u2019ll need to demonstrate your product\u2019s value in a meaningful way. <a href=\"\/gb\/en\/blog\/definitions\/relationship-marketing\/\">Building a deep relationship<\/a> with your customer is the most effective method here.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understand the B2B customer journey. Did you know B2B buyers are, on average, <\/span><a href=\"https:\/\/www.smartsheet.com\/product-marketing-strategies-and-templates\"><span style=\"font-weight: 400;\">57% of the way<\/span><\/a><span style=\"font-weight: 400;\"> through their purchase decision-making before they talk to a sales rep of any kind?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means they\u2019ve already done the deeper research. To snap up their custom, your communication and <a href=\"\/gb\/en\/blog\/definitive-guide-customer-experience\/\">customer experience<\/a> credentials need to be miles ahead of the competition.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15601\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-6-8.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-226\" width=\"599\" height=\"385\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-6-8.png 599w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-6-8-300x193.png 300w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by<\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/b2b-marketing\"><span style=\"font-weight: 400;\"> Hubspot<\/span><\/a><\/p>\n<h3><strong>2. Startups<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Product marketing is essential for <\/span><strong><a href=\"\/gb\/en\/blog\/how-to-start-an-online-business\/#ring-off-uk\">early-stage companies<\/a><\/strong><span style=\"font-weight: 400;\">. In the world of startups, the company is the product. In other words, when trying to get your name out there, you\u2019ll need to market your entire company as a product, itself.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Startups must focus on creating and defining these new roles clearly early on. This is the best way to get yourself seen, facilitate scalability, and generate a deeper understanding of your customer base. This is how startups grow and develop into successful businesses.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By mobilising a product marketer or product marketing team early on, startups can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improve their product-market fit.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Segment their ideal customers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Understand the competition.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Streamline cross-team communications.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build a solid product marketing strategy.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Get demand generation in motion.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-1536x1536 wp-image-16453\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/colleagues-discussing-in-meeting-room-during-video-conference-1536x1024.jpg\" alt=\"online-product-marketing-meeting\" width=\"840\" height=\"560\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/colleagues-discussing-in-meeting-room-during-video-conference-1536x1024.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/colleagues-discussing-in-meeting-room-during-video-conference-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/colleagues-discussing-in-meeting-room-during-video-conference-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/colleagues-discussing-in-meeting-room-during-video-conference-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/colleagues-discussing-in-meeting-room-during-video-conference-scaled.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<h3><strong>3. Technology companies<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Technology companies face a lot of competition\u2014the likes of Amazon, Google, and other goliaths exist in the niche. Product marketing is essential for organisations if their tools, software, and services stand out in a saturated market. Launching new products or features without warning is the worst thing tech companies can do.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers are more likely to respond to consistent products. Products and updates should follow a pattern and be driven with a convincing storytelling narrative.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15607\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-12.gif\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-362\" width=\"940\" height=\"174\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/www.ironpaper.com\/lead-generation\/\"><span style=\"font-weight: 400;\">Ironpaper.com\u00a0<\/span><\/a><\/p>\n<h2><strong>What is Product Marketing Strategy?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">A good product marketing strategy lays out company vision, <a href=\"https:\/\/venngage.com\/blog\/data-visualization\/\">data insights<\/a>, product life cycles, and company goals. For a <a href=\"https:\/\/venngage.com\/blog\/marketing-plan\/\">successful marketing strategy<\/a>, all of these key elements must inform your business\u2019s product marketing plan. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-1536x1536 wp-image-16454\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/pie-charts-experts-1536x1024.jpg\" alt=\"marketing-strategies-stats\" width=\"840\" height=\"560\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/pie-charts-experts-1536x1024.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/pie-charts-experts-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/pie-charts-experts-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/pie-charts-experts-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/pie-charts-experts-scaled.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<h3><strong>1. Vision<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Your products should align with your company vision. Having a clear vision and company narrative into which your products fit facilitates product development and helps customers invest in your company story, purpose, and ethos. This is the way to build repeat, loyal custom.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Part of your vision should include clear goals and initiatives. Vision defines your product, but goals define that which you want to achieve. This is an integral step towards growth and, ultimately, success. Think about your priorities. What is it that you want your business to improve in the short and long-term?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some typical (and beneficial) business goals include making your customers feel safer, improving customer communications, and distributing your product in new areas. Whatever your particular goals, make sure they\u2019re SMART- specific, measurable, achievable, relevant, and time-bound.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15606\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-11-4.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-205\" width=\"1350\" height=\"900\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-11-4.png 1350w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-11-4-300x200.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-11-4-640x427.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-11-4-768x512.png 768w\" sizes=\"(max-width: 1350px) 100vw, 1350px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Photo by<\/span><a href=\"https:\/\/unsplash.com\/@uxindo?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"> <span style=\"font-weight: 400;\">UX Indonesia<\/span><\/a><span style=\"font-weight: 400;\"> on<\/span><a href=\"https:\/\/unsplash.com\/s\/photos\/customer-research?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"> <span style=\"font-weight: 400;\">Unsplash<\/span><\/a><\/p>\n<h3><strong>2. Data insights<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Your product marketing strategy should mobilise key industry insights. What are other companies offering, and how can you offer something better? Who are your target customers, and what is their major pain point? How will your product offer value, and what does it solve?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By conducting qualitative and quantitative customer research, you\u2019ll arm your product marketing team with the data insights necessary to answer these questions and inform product development accordingly.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15611\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-60\" width=\"1333\" height=\"1000\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1.png 1333w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-300x225.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-640x480.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-1-768x576.png 768w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/www.thebalancesmb.com\/differences-primary-and-secondary-research-2296908\"><span style=\"font-weight: 400;\">The balance Small Business<\/span><\/a><\/p>\n<h3><strong>3. Product life cycle\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A good product marketing plan will consider the duration and shape of your particular product\u2019s life cycle. Products do not last forever and, as such, companies need to anticipate future demand fluctuations &#8211; both up and down.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modelling a predicted product life cycle is the best way to stay ahead of the game. Product marketers can then mobilise customer insights to alter their marketing strategies over time. By expecting the unexpected, you can prepare improvements, updates, and new products in advance.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15597\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-2-7.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-37\" width=\"554\" height=\"238\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-2-7.png 554w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-2-7-300x129.png 300w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/cxl.com\/blog\/product-lifecycle-marketing\/\"><span style=\"font-weight: 400;\">cxl.com<\/span><\/a><\/p>\n<h2><strong>How to Create a Product Marketing Strategy Using the Marketing Mix\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The marketing mix refers to a set of actions or strategies used by a company to promote itself in the market. The marketing mix has traditionally been broken down in terms of the four Ps of product marketing. The four Ps (product, price, place, promotion) hone in on key business strategies employed when bringing a new product to market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In recent years, expert opinion has criticised the four Ps method, replacing it instead with the four Cs (customer, cost, convenience, communication). The four Cs approach shifts the focus of any given product marketing campaign to the target customer.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15604\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-9-6.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-159\" width=\"1999\" height=\"1133\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-9-6.png 1999w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-9-6-300x170.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-9-6-640x363.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-9-6-768x435.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-9-6-1536x871.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by<\/span><a href=\"https:\/\/courses.lumenlearning.com\/marketing-spring2016\/chapter\/putting-it-together\/\"><span style=\"font-weight: 400;\"> Lumen Learning<\/span><\/a><\/p>\n<h3><strong>The Four Ps<\/strong><\/h3>\n<p><strong>1. Product<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Your product marketing should form a clear statement that positions your brand, product, or service, and defines what makes your brand different from others on the market.\u00a0<\/span><\/p>\n<p><strong>2. Price<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Market your product at the right price. Your product is only worth what the customer is willing to play. Understand your product\u2019s true value in the marketplace. Consider the cost of production, how customers value your product, market demand, and competition.\u00a0<\/span><\/p>\n<p><strong>3. Place<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Focus on location. Everything from the brick-and-mortar store to each single distribution channel needs to be thought through strategically. Get your product where your customers are, whether it be online or customer-facing, and make sure delivery is efficient.\u00a0<\/span><\/p>\n\t<div class=\"cta-banner  CID-2FdM5dTp IID-69d0c58b7734d\"\r\n\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t<div class=\"cta-banner-img-wrap\">\r\n\t\t\t<div class=\"cta-banner-img\" style=\"background-image:url(\/gb\/en\/blog\/wp-content\/uploads\/2018\/11\/state-of-omnichannel.jpg)\"><\/div>\r\n\t\t<\/div>\r\n\t\t<div class=\"cta-body\" data-dl-custom-type=\"ctaButton\">\r\n\t\t\t<span class=\"cta-sub-heading\">The State of Omnichannel in UK Contact Centres<\/span>\r\n\t\t\t<h3 class=\"cta-heading\">Find more facts about omnichannel,<\/h3>\r\n\t\t\t<p>Download our report The State of Omnichannel in UK <a href=\"https:\/\/www.ringcentral.com\/gb\/en\/contact-centre\/overview.html\">Contact Centre<\/a><\/p>\r\n\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\thref=\"https:\/\/www.ringcentral.com\/gb\/en\/lp\/contact-centre-state-of-omnichannel.html\" class=\"btn btn-primary\"\r\n\t\t\t\ttarget=\"_blank\" rel=\"noopener\" data-dl-additional-info=\"Find more facts about omnichannel,\"\r\n\t\t\t\tdata-dl-name=\"Find more facts about omnichannel, | Learn more\">Learn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n<p><strong>4. Promotion<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Promotion is usually the first thing that comes to mind when we think about product marketing. Make sure every aspect of your promotion is centred around <a href=\"https:\/\/www.referralcandy.com\/blog\/storytelling-examples\/\">product storytelling<\/a> (messaging). How can language and imagery help you reach the right customers?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think unified, consistent advertising, sales, social media, content, and events. This will add value to your product in the eyes of the customer. Did you know that the average return on investment (ROI) for email marketing campaigns is an impressive <\/span><a href=\"https:\/\/penji.co\/marketing-strategies-increase-sales\/\"><span style=\"font-weight: 400;\">4,300%<\/span><\/a><span style=\"font-weight: 400;\">?<\/span><\/p>\n<p><a href=\"\/gb\/en\/blog\/how-businesses-can-benefit-from-live-streaming\/#ring-off-uk\"><span style=\"font-weight: 400;\">Live streaming <\/span><\/a><span style=\"font-weight: 400;\">is another increasingly popular option. Live streaming is a cost-effective marketing tool that encourages real-time engagement and reaches broad audiences.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15600\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-228\" width=\"672\" height=\"685\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8.png 672w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8-294x300.png 294w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8-640x652.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8-40x40.png 40w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8-24x24.png 24w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-5-8-48x48.png 48w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by<\/span><a href=\"https:\/\/software.intel.com\/content\/www\/us\/en\/develop\/articles\/get-ready-the-four-ps-of-marketing-for-indie-game-developers.html\"><span style=\"font-weight: 400;\"> Intel at Developer Zone\u00a0<\/span><\/a><\/p>\n<h3><strong>The Four Cs\u00a0<\/strong><\/h3>\n<p><strong>1. Customer solutions<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Frame your products as customer solutions. More often than not, new customers seek a solution to a problem when they choose to buy something.\u00a0<\/span><\/p>\n<p><strong>2. Cost\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Focus on cost, not price. That means asking yourself \u201cwhat is the value of my product for my intended customer?\u201d Set a price that your customer is willing to pay.<\/span><\/p>\n<p><strong>3. Convenience\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Focus on convenience over the place. In other words, make it easy for your intended customer to find you and your products, whether in-person or online.\u00a0<\/span><\/p>\n<p><strong>4. Communication\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Do away with promotion and focus instead on real communication. Promotion is one-way dialogue and can come across as too salesy. Set up social media channels, feedback forms, and open communications to talk with your customers and gain insights<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15603\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-95\" width=\"572\" height=\"572\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8.png 572w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-300x300.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-150x150.png 150w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-100x100.png 100w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-250x250.png 250w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-40x40.png 40w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-24x24.png 24w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-48x48.png 48w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-8-8-96x96.png 96w\" sizes=\"(max-width: 572px) 100vw, 572px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/www.princetoncreative.com\/the-4-cs-of-marketing-goodbye-4-ps\/\"><span style=\"font-weight: 400;\">Princeton Creative Marketing\u00a0<\/span><\/a><\/p>\n<h2><strong>How to Create a Sales Guide<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You\u2019ve followed the four Cs and come up with a unique product marketing strategy for your business. For this strategy to take effect, you\u2019ll need to ensure its uptake company-wide. The best way to translate your strategy for use within other departments is with a sales guide that can be used, alongside sales teams, to market your new product with a consistent narrative.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A well thought out sales guide helps sales teams sell your products at optimum capacity. It does so by focussing on the differentiating features of your product or services. In other words, what makes it special and different from other, perhaps similar, competitor products on the market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus on unique product features, distinguishing advantages, and key benefits associated with your particular product. Once you\u2019ve decided how to angle your sales content, develop data-sheets, training materials, and plenty of collateral for your sales team to use.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-1536x1536 wp-image-16455\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/young-husband-and-wife-browsing-for-a-dishwasher-with-a-store-seller-assisting-them-in-an-upscale-kitchen-appliances-and-renovation-shop-1536x1024.jpg\" alt=\"employees-talking-about-product-marketing-strategy\" width=\"840\" height=\"560\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/young-husband-and-wife-browsing-for-a-dishwasher-with-a-store-seller-assisting-them-in-an-upscale-kitchen-appliances-and-renovation-shop-1536x1024.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/young-husband-and-wife-browsing-for-a-dishwasher-with-a-store-seller-assisting-them-in-an-upscale-kitchen-appliances-and-renovation-shop-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/young-husband-and-wife-browsing-for-a-dishwasher-with-a-store-seller-assisting-them-in-an-upscale-kitchen-appliances-and-renovation-shop-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/young-husband-and-wife-browsing-for-a-dishwasher-with-a-store-seller-assisting-them-in-an-upscale-kitchen-appliances-and-renovation-shop-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/young-husband-and-wife-browsing-for-a-dishwasher-with-a-store-seller-assisting-them-in-an-upscale-kitchen-appliances-and-renovation-shop-scaled.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<h2><strong>Product Marketing Strategy Templates<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re looking to implement a product marketing strategy, but don\u2019t know where to start, don\u2019t worry. There are lots of options available to make the process as simple and easy as possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try searching for \u201cproduct marketing strategy templates\u201d in a search engine of your choice. You\u2019ll be met with plenty of results to inspire your own strategy and kick start your planning process. There are many product marketing strategy templates available, such as<\/span><a href=\"https:\/\/www.smartsheet.com\/product-marketing-strategies-and-templates\"><span style=\"font-weight: 400;\"> this<\/span><\/a><span style=\"font-weight: 400;\"> downloadable template by Smartsheet.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15608\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-13-2.png\" alt=\"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies-384\" width=\"771\" height=\"705\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-13-2.png 771w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-13-2-300x274.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-13-2-640x585.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/12\/product-marketing-strategy-13-2-768x702.png 768w\" sizes=\"(max-width: 771px) 100vw, 771px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image by <\/span><a href=\"https:\/\/www.smartsheet.com\/product-marketing-strategies-and-templates\"><span style=\"font-weight: 400;\">Smartsheet<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">A product marketing strategy should comprise all the elements we discussed above. That means vision, data-insights, and product life cycles, alongside the four Ps and Cs. But depending on your particular business speciality, the template you choose will vary.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Typically, templates are categorised into functionalities such as these:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Competition analysis.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Audience persona.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">User survey.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creative brief.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product launch.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you opt for using a product marketing strategy template, make sure you choose one carefully. Make sure that it suits your particular organisational needs, aims, and functions.\u00a0<\/span><\/p>\n<h2><strong>Product Marketing for the Future<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The future of product marketing lies in strategy. Developing a robust product marketing strategy is essential for both business-to-consumer (B2C) and business-to-business (B2B) organisations. This is the best way to stand out from competitors and make your brand known.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In today\u2019s internet age, product marketing needs to be about more than just isolated advertising. Product marketing requires strategic, continuous, and consistent messaging to be a success. That means a unified brand narrative across multiple platforms, including social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product marketers are now a mainstay of any brand. Product marketing teams are an essential foundation to scale your business, boost sales and generate revenue. For early-years businesses, forming a strong product marketing team should top on the to-do list.<\/span><\/p>\n\t\t<div class=\"bottom-cta style-3 mid  CID-cta-2FdM5dTp\"\r\n\t\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t\t<div class=\"bottom-cta-copy text-center\">\r\n\t\t\t\t<div class=\"h2\">Make a video a key pillar of your business strategy<\/div>\r\n\t\t\t\t<p><\/p>\r\n\t\t\t\t<div>\r\n\t\t\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\t\t\tclass=\"btn btn-primary btn-lg\" style=\"margin-top: 16px; font-weight: bold;\"\r\n\t\t\t\t\t\ttitle=\"download ebook\" href=\"https:\/\/netstorage.ringcentral.com\/uk\/ebook\/role_of_video.pdf\" target=\"_blank\"\r\n\t\t\t\t\t\trel=\"noopener noreferrer\" data-dl-additional-info=\"Make a video a key pillar of your business strategy\"\r\n\t\t\t\t\t\tdata-dl-name=\"Make a video a key pillar of your business strategy | Find out how\">Find out how<\/a>\r\n\t\t\t\t<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t<div class=\"clearfix\"><\/div>\r\n\t\t<\/div>\r\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>Product marketing is often confused with other business and marketing processes. In this article, we will bust those myths once and for all and get to the bottom of what &hellip; <a href=\"\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &#038; Strategies&#8221;<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":16451,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-content-hub.php","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &amp; Strategies<\/title>\n<meta name=\"description\" content=\"A good product marketing strategy lays out company vision, data insights, product life cycles, and company goals. For a successful marketing strategy, all of these key elements must inform your business\u2019s product marketing plan.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates & Strategies","description":"A good product marketing strategy lays out company vision, data insights, product life cycles, and company goals. For a successful marketing strategy, all of these key elements must inform your business\u2019s product marketing plan.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"16 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/"},"author":{"name":"RingCentral Team","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c"},"headline":"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates &#038; Strategies","datePublished":"2021-02-03T09:00:45+00:00","dateModified":"2023-02-25T09:40:10+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/"},"wordCount":2922,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["UC - Collaboration"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":[":\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/#respond"]}]},{"@type":"WebPage","@id":"\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/","url":":\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/","name":"Product Marketing Strategy: The Definitive Guide \u2013 Examples, Templates & Strategies","isPartOf":{"@id":"\/gb\/en\/blog\/#website"},"datePublished":"2021-02-03T09:00:45+00:00","dateModified":"2023-02-25T09:40:10+00:00","description":"A good product marketing strategy lays out company vision, data insights, product life cycles, and company goals. For a successful marketing strategy, all of these key elements must inform your business\u2019s product marketing plan.","breadcrumb":{"@id":":\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":[":\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/"]}]},{"@type":"BreadcrumbList","@id":":\/gb\/en\/blog\/product-marketing-strategy-the-definitive-guide-examples-templates-strategies\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"RingCentral Blog","item":"\/gb\/en\/blog\/"},{"@type":"ListItem","position":2,"name":"UC - Collaboration"}]},{"@type":"WebSite","@id":"\/gb\/en\/blog\/#website","url":"\/gb\/en\/blog\/","name":"RingCentral UK Blog","description":"RingCentral News and Tips","publisher":{"@id":"\/gb\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"\/gb\/en\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"\/gb\/en\/blog\/#organization","name":"RingCentral UK","url":"\/gb\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"\/gb\/en\/blog\/#\/schema\/logo\/image\/","url":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/11\/ringcentral-logo.png","contentUrl":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/11\/ringcentral-logo.png","width":1921,"height":416,"caption":"RingCentral UK"},"image":{"@id":"\/gb\/en\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c","name":"RingCentral Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"\/gb\/en\/blog\/#\/schema\/person\/image\/","url":"https:\/\/rcbloguk.wpengine.com\/gb\/en\/blog\/wp-content\/plugins\/rc-profile-photo\/images\/default-avatar.png","contentUrl":"https:\/\/rcbloguk.wpengine.com\/gb\/en\/blog\/wp-content\/plugins\/rc-profile-photo\/images\/default-avatar.png","caption":"RingCentral Team"},"url":"\/gb\/en\/blog\/author\/ringcentral-team\/"}]}},"_links":{"self":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/15595"}],"collection":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/users\/244"}],"replies":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/comments?post=15595"}],"version-history":[{"count":0,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/15595\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media\/16451"}],"wp:attachment":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media?parent=15595"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/categories?post=15595"},{"taxonomy":"post_tag","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/tags?post=15595"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}