From the course: Advanced Product Marketing
What is advanced product marketing?
From the course: Advanced Product Marketing
What is advanced product marketing?
- Product marketing is by no means a new discipline. However, it's certainly going through an exciting renaissance to evolve alongside the ever-changing landscape of technology, marketing, and consumer behavior. The best way to keep up with these changes is to break down the primary components of product marketing: research, positioning, messaging, and go-to-market strategies. All of these are necessary and should be executed in that order. Research determines which puzzle pieces are necessary. It's the foundation for any program because it helps the product marketer understand the competitive landscape, market opportunities, target audience, and best communication tactics. Positioning is the size and orientation of the puzzle. It's necessary for product marketers to understand where and when the product, services, and business should be placed in relationship to the rest of the market. Messaging is the look and the feel of the puzzle. It's the core group of values that should be communicated in the market to the target audiences. It's the lifeblood that permeates all advertising, seller decks, website copy, email, and really every individual part of market consumer facing materials. The go-to-market is the culmination of each previous component. A good go-to-market beautifully puts together each puzzle piece into a cohesive picture. It's the strategy and the plan that brings the product, services, and business to market. It's the way everything comes to life. At this point, the product marketer has already collaborated with all appropriate stakeholders across the organization, set a timeline, created content and documentation, and given all stakeholders appropriate direction. Ultimately, product marketers are representatives of the market. Remember these four components. To take your program to the next level requires deep expertise in all.
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