As a content strategist, I like to ask my clients a lot of questions, starting with, “Who’s your target audience?” But do you know what answer I always dread hearing? “Everyone” While it’s nice to believe that everyone would be interested in purchasing your product or service, this definition (or lack thereof) creates way more work for you and also does a disservice to your actual target market. This is where segmentation, targeting, and positioning come into play. We developed this guide to help you understand how and why you should invest time into STP for better, more effective marketing. […]

Successful product marketing drives sales. But what exactly is product marketing, and what does product marketing do? Despite its necessity and ubiquity, many business owners aren’t sure how to answer this question. While a quick Google query brings up a host of articles about how to use product marketing, very few pieces start from the ground up. Why? Because product marketing is one of the few job functions that touches product, marketing, and sales. It all comes down to knowing the target customer and finding ways to learn more about them and how best to interact with them. What does […]

If you’re a fan of HubSpot’s Inbound Marketing Methodology, you probably understand the importance of customer success. In fact, 70% of businesses with growing revenue prioritize customer success as “very important.” So, if you want your business to succeed you must make sure your customers do, too. By doing so, you can stack the odds in your favor, ensuring the leads you’re passing to your sales team are a good fit for your business through benefit segmentation. In this post, we’ll go over what benefit segmentation is, why you should use it, and where it can be seen in the […]

Product classification is key to uncovering the reasons behind your consumers’ buying behaviors. For example, I’ve been buying the same toothpaste for years. I don’t think about testing out a different brand or buying from another retailer. Toothpaste, as it turns out, is a “convenience good.” Shoppers like me usually buy this product without putting too much thought into it. Understanding product classifications like this can help you better market, price, and distribute your products. There are four types of product classification and a variety of reasons why these classifications are important. Let’s dive into each type, so you can […]

A product ecosystem functions in a very similar way to an environmental ecosystem. Like the symbiotic relationship found in nature, a product ecosystem is when products can coexist in a way that’s beneficial for the customer (not to mention, brings in more revenue for the business). In this post, we’ll take a look at how to build successful product ecosystems and why buyers want to be a part of them. Skip to: What a product ecosystem is Importance of product ecoystems How to build a product ecosystem Product ecosystem examples Why is a product ecosystem valuable? The process of building […]

People want a sense of direction when they’re shopping. They want to see their choices grouped together — whether they’re looking for spoons, granola, or winter coats. Brands make this happen with the product category. Product category marketing helps your brand stand out among related items, so your company’s products wind up in the shopping cart. Let’s explore product categories and see some examples in action. Continue reading or jump to the section you’re looking for: What is a product category? Examples of Product Categories What is product category marketing? Why Product Category Marketing Is Important Product Category Marketing Examples […]

I’m a huge homebody who prefers the ease of shopping online from home. However, the problem with buying items online is that I can’t try on, measure, or get a good feel for the product until it arrives at my door. So, before deciding to purchase, I always check the item’s product attributes to ensure it’s right for me. Product attributes play an essential role in the decision-making process for buyers. They’re also crucial for marketers when promoting or advertising a product. Read on to learn more about product attributes, their importance, and how to incorporate them into your marketing […]

Product marketing is essential, even if you only sell one or two products at your organization. But what is product marketing? How do you market a product, and how does that differ from conventional marketing strategies? Let’s find out. What makes product marketing unique? How is it different from conventional marketing? Let’s unpack the differences. Product Marketing vs. Conventional Marketing Product marketing is strategic whereas conventional marketing is all-encompassing. Product marketing is considered a component of conventional marketing. In fact, if you look at the seven Ps of marketing, you’ll see product marketing is one of the most important aspects […]

With a purchasing power of more than $340 billion, Gen Z is expected to shake up the retail industry. Although many in Gen Z are earning their first paychecks, entering college, or just joining the workforce, studies show that the generation shops and spends money much differently than its millennial predecessor. While millennials and past generations were more loyal to brands, Gen Z is more interested in buying products that will give them the best value based on their price. Gen Zers also admit to being more impulsive in their shopping habits than older generations. A Breakdown of Generation Z’s […]

Like a tree falling in the woods, if you plan a product launch without spreading the word — will anyone use it? Will anyone even want it? Probably not. Whether you’re launching something huge, something small, or you’re updating a current offering, you’ll want to start your preparation well in advance of the launch date with a product launch checklist. Because there are so many moving parts in this process, bringing your product to market can be intimidating and tricky. To help you, we’ve come up with a step-by-step checklist for a successful product launch and gathered the best product […]