IntroductionÂ
Product marketers have a bunch of tasks to juggle.
First, create a plan to launch your new product and make sure it stands out. Then, consider how long your product will be popular and find ways to encourage customers to use and really like it.
Sometimes, good ideas come up while brainstorming for a new product launch. How can you make a plan that attracts many customers and makes your product famous in your industry?Â
What does product marketing do?Â
Product marketing is like getting a product ready to be sold.Â
It involves:
- Figuring out how to talk about the product?
- How to launch it ?
- How to make sure that people know about it?
The goal is to make people want and use the product, not just when it’s new, but over time too.
First, you make a plan for how to sell the product. Inbound marketing helps attract people who might like your product. Then, you come up with a story for the product. This means explaining who might want to buy it and why it’s useful for them.
Lastly, product marketing looks at how the product does in the long run. This means going back to the plan regularly to make sure the product keeps selling well over time.Â
9 B2B product marketing examples to inspire you in 2024
We looked at how others did it before. We made a list of nine brands that did an excellent job in marketing their products and gained a lot of lifelong fans. Let’s look at them:Â
1. HubSpot: inbound marketing excellenceÂ
HubSpot’s inbound marketing methodology positions them as thought leaders in the B2B space. Their content strategy, including blog posts, webinars, and downloadable resources, not only educates but also attracts and converts leads seamlessly.
2. Salesforce: customer success storiesÂ
Salesforce uses the power of customer success stories to demonstrate the real-world impact of their solutions. Case studies, testimonials, and success stories humanize the B2B experience, providing social proof and building trust.
3. Adobe: interactive contentÂ
Adobe’s use of interactive content, such as immersive webinars and dynamic product demos, engages B2B audiences effectively. Interactive content not only educates but also keeps potential clients actively involved in the learning process.
4. LinkedIn: targeted advertisingÂ
LinkedIn, being a B2B powerhouse, uses targeted advertising to reach specific professional demographics. Their Sponsored Content and InMail campaigns are finely tuned to deliver relevant messages to decision-makers and influencers in the business sphere.
5. Intercom: personalized email campaignsÂ
Intercom excels in personalized email marketing. Their campaigns are organized according to specific segments, addressing pain points and offering solutions.Â
Personalization in B2B emails enhances engagement and builds a sense of individualized attention.
6. Zendesk: thought leadership webinarsÂ
Zendesk establishes authority in the customer service software by hosting thought leadership webinars. These sessions talk about industry trends, best practices, and emerging technologies, positioning Zendesk as an invaluable resource for B2B professionals.
7. Cisco: visual storytelling through videoÂ
Cisco employs visual storytelling through video content to explain complex B2B solutions. Their video series, including product demonstrations and success stories, simplifies complicated concepts and makes them accessible to a wider audience.
8. Drift: conversational marketingÂ
Drift introduces conversational marketing by integrating chatbots into their B2B strategy. Real-time engagement, immediate responses, and personalized interactions enhance user experience and streamline the buyer’s journey.
9. Slack: community buildingÂ
Slack’s community-building approach involves building user communities and forums. These spaces allow B2B users to share insights, troubleshoot, and collaborate, creating a sense of camaraderie and enhancing the overall user experience.
Product marketing vs. conventional marketing
Product marketing and conventional marketing share common objectives, but they differ in focus, scope, and strategies. Let’s delve into the distinctions between these two approaches:Â
| Aspects | Product Marketing | Conventional Marketing |
| Scope of Focus | Primarily centers around promoting and positioning a specific product. | Encompasses a broader spectrum, including branding, overall company image, and sometimes a range of products or services. |
| Objective | Communicate the unique value proposition, differentiate from competitors, and drive sales. | Build brand awareness, establish a company’s identity, and promote a holistic view of the organization. |
| Target Audience | Specific audience interested in the features and benefits of a particular product. | General audience or a broader market. |
| Approach | Personalizes messaging and strategies to address the needs and preferences of the target audience for the specific product. | May use a more generalized approach to appeal to a wider audience, focusing on overall brand image rather than specific product details. |
| Messaging and Positioning | Emphasizes unique selling points, features, and benefits of the product. | Focuses on broader brand messaging, values, and sometimes a lifestyle associated with the brand. |
| Tactics | Utilizes targeted strategies such as product demonstrations, detailed product descriptions, and specific features-focused content. | Utilizes a mix of strategies, including advertising, public relations, and content marketing, to create a holistic brand image. |
| Channels | Leverages channels like product websites, social media, and product-specific advertising. | Involves various channels, including television, print, online media, and events, depending on the brand’s overall marketing strategy. |
| Measuring Success | Focuses on product-specific metrics such as sales, conversion rates, and customer satisfaction related to the specific product. | May involve a combination of overall brand awareness, customer loyalty, and market share as key performance indicators. |
Last wordsÂ
Many companies hesitate to try new things because they’re afraid of failing. But the ones that take risks often become well-known and liked.Â
They do this by following some important lessons: share what matters, make people feel something, be transparent about how products are made, do things competitors won’t focus on existing customers, try new names for new products, only promise what you can deliver, foster a culture of innovation, don’t fear mistakes, and understand your customers and their needs.
These ideas can be really helpful for companies wanting to do well in the business world. By being open, connecting emotionally with customers, and daring to be different, businesses can not only recover from failures but also become lasting cultural icons.Â
Connect with us to explore how these strategies can be customized for your brand. The future of B2B product marketing is calling – answer it with confidence and ingenuity. Your journey to success begins now!Â
