{"id":15855,"date":"2021-01-22T09:00:56","date_gmt":"2021-01-22T09:00:56","guid":{"rendered":"\/gb\/en\/blog\/?p=15855"},"modified":"2023-01-17T10:25:15","modified_gmt":"2023-01-17T10:25:15","slug":"what-is-product-marketing-how-to-implement-it-the-definitive-guide","status":"publish","type":"post","link":"\/gb\/en\/blog\/what-is-product-marketing-how-to-implement-it-the-definitive-guide\/","title":{"rendered":"What is Product Marketing & How to Implement it: The Definitive Guide"},"content":{"rendered":"

Product marketing is usually described as the driving force behind selling a product.\u00a0<\/span><\/p>\n

It\u2019s all about understanding the customer\u2019s wants and needs and fulfilling them through innovative and intriguing products. <\/span>Sometimes, the customer doesn\u2019t even <\/span>know <\/span><\/i>they need your product until it\u2019s marketed to them. And that\u2019s the art of product marketing.<\/span><\/p>\n

So if you think you have fantastic ideas and want to get them out there to a receptive audience, you need to implement product marketing into your business processes.<\/span><\/p>\n

Read on to find out more about what product marketing is, and how to implement it.\u00a0<\/span><\/p>\n

What is Product Marketing?<\/strong><\/h2>\n

Put simply, product marketing is the process of bringing a product to market. It involves an understanding of the product, and more importantly, the market into which it’s being released. Utilising strategic marketing techniques and social media platforms, the aim is to boost demand for the product and, therefore, the revenue you earn from it.<\/span><\/p>\n

Because although you believe you\u2019ve got the best product out there, sometimes the rest of the world still needs convincing.\u00a0<\/span><\/p>\n

That\u2019s where product marketing comes in. It allows you to understand better the market and your buyer persona – who\u2019s buying your product. This is particularly useful if you\u2019re a new business startup or launching a new product range.\u00a0<\/span><\/p>\n

\"What<\/p>\n

Image source<\/span><\/a><\/p>\n

This diagram further explains the three main elements that product marketing entails. The product, sales, and marketing.<\/span><\/p>\n

What\u2019s more, understanding your audience is the backbone of product marketing. For instance, business communications software companies like RingCentral have tackled an issue for many businesses across the globe. That being connecting teams virtually, now that many people are working from home.\u00a0<\/span><\/p>\n

Companies can <\/span>communicate effectively and efficiently using RingCentral\u2019s platform<\/span><\/a>. They can also tie in their other apps, such as Gmail, so they don\u2019t need to keep flicking from one app to the other. This shows that RingCentral understands customer\u2019s pain points, and continuously adds new features to improve the platform.\u00a0<\/span><\/p>\n

The Responsibilities of a Product Marketer<\/strong><\/h2>\n

A product marketer has a number of responsibilities all of which are integral to successfully launching the product into the market. A <\/span>study by Product Marketing Alliance<\/span><\/a> discovered that 92% of those surveyed said that one of the most common tasks they worked on was messaging and positioning. We\u2019ll go into detail later about what the two entail, and how you can implement them.\u00a0<\/span><\/p>\n

But the responsibilities of a product marketer go far beyond messaging and positioning for the product. Here\u2019s a look at some other responsibilities of a product marketer:<\/span><\/p>\n

1. Conducting market research.<\/strong><\/h3>\n

One of the most important parts of a product marketer\u2019s job is conducting market research. This includes research that needs be done before the product\u2019s launch, such as:<\/span><\/p>\n