Knowledge base ideal for support. Here are some examples of channels and places to do this you might choose several of these or just one to focus on depending on your needs, goals, and resources.

On whatever channel you choose to focus your product launch marketing efforts, you should include relevant product information focused on your positioning and messaging so prospects and customers can learn all about your product and why they need it.

Remember, this process is one that should be thought about and updated as your products change and evolve so they remain relevant among your customers. Now that you know how to create a product marketing strategy, how do you market a product across your channels? Non-product marketers — i. The first step is to provide a deck, presentation, or document that outlines your product marketing strategy to other marketers.

A blog is primarily a place to attract inbound leads. Rather than trying to hammer them with information about your product, you might write content that helps them solve an issue instead, and then offer them a free guide or ebook to help them further.

But did you know that your team can publish content that attracts inbound leads and encourages purchases and sign-ups? At HubSpot, we call this product-focused content.

For instance, our blog post, What is a CMS and Why Should You Care? While the blog post is still informative and not overtly promotional, it still promotes one of our products. In the same way, you or your content team can write helpful content for your readers, help them the inbound way, and still encourage customers to try your offerings.

For instance, if you already have an expansive library of blog posts, you can update them with information about your products so long as the mention is natural. Recent social media posts can also be candidates for an update, and your website content should also change to show your brand new product.

Internal links from related pages can help drive traffic to your new product pages. Comarketing is an excellent way to market your product to a related audience. Ideally, both of your products can be used in conjunction and not compete directly. Pay-per-click PPC is an essential product marketing tactic.

While content and social media marketing can help you attract inbound leads, you can get the attention of even more potential customers by posting PPC ads on search engines. That way, customers who are considering purchasing the same product from a competitor will consider you as an alternative.

Convert visitors into customers with landing pages, email, marketing automation, ABM, and more. Track ROI with revenue attribution reporting. All powered by the customer data in your CRM to enable personalization at scale. Using benefit-first language will engage customers and prompt them to try your products.

Apple is a household name for leading technology products and software. But Apple's product marketing doesn't focus on the many product features — it markets the user benefits. Apple doesn't simply list the impressive features of their products; the brand uses those features to tell consumers who they could be and how they could work if they have those products.

Apple tells a narrative using its products and encourages people to buy in the process. Billie is a women's razor brand. In a highly competitive market, Billie has helped its products stand out. It established a sharp competitive edge no pun intended by doing what no razor brand had done before — show body hair in its advertising.

Not only did this advertising approach get Billie's audience talking about the brand, but they also appreciated the brand's accurate portrayal of women's bodies and body hair. These differentiators were more than enough to set Billie apart from other razor brands and products. As a brand, Pepsi has positioned itself as one with youthful energy and excitement, and this can be seen consistently through its product marketing campaigns.

Pepsi's customers are mainly aged between 13 and 35 years old with modern and active lifestyles, so it only makes sense to hire popular celebrities like Doja Cat for a commercial in a homecoming tailgate. Through highly targeted positioning, repetitive advertising, and consistent branding, Pepsi has become a truly global household name and product.

There are dozens of email marketing tools on the market, but MailChimp hasn't been fazed by competition. In fact, the company has risen above its competition by positioning itself as more than an email marketing tool: it's an all-in-one marketing platform that helps businesses grow.

Like Apple, MailChimp primarily highlights its benefits for the end-user, not just its product features. A recent rebranding and site redesign further drives this narrative home. Product marketing is the process through which a company brings a product to market.

This post was originally published in February and has been updated for comprehensiveness. Free planning and communication templates align your team for your next product launch.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform.

The Ultimate Guide to Product Marketing in Learn about the power of product marketing, how it can help your bottom line, and impact the success of your products.

Written by: Kristen Baker. THE ULTIMATE PRODUCT MARKETING GO-TO-MARKET KIT Ensure that your whole team is aligned with four planning and internal enablement templates for your next product launch. Download the Kit. Product marketing is essential, even if you only sell one or two products at your organization.

Product Marketing Duties Product Marketing Strategy Product Marketing Examples. What is product marketing? We're committed to your privacy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services.

You may unsubscribe from these communications at any time. For more information, check out our Privacy Policy. Free Product Go-to-Market Kit Free templates to ensure that your whole team is aligned for your next product launch.

Product Launch Template Product Roadmap Template Sales Plan Template And more! Download for free. You're all set! Click this link to access this resource at any time. Access now. Learn more. Featured Resource.

Product Marketing Responsibilities Identify the buyer personas and target audience for your product. Successfully create and carry out your product marketing strategy.

Work with and enable sales to attract the right customers for your new product. Ensure the product meets the needs of your target audience. Keep your product relevant over time. Product Marketing Strategy Your product marketing strategy serves to guide the positioning, pricing, and promotion of your new product.

How to Market a Product Create a product marketing deck for other marketing teams. Publish product-focused content on your blog. Insert product mentions naturally in your existing marketing collateral. Try comarketing with a similar brand. Focus on the benefits, not the features.

Product Marketing Examples Apple Billie Coca-Cola MailChimp. Topics: Product Marketing. Don't forget to share this post! Product Launch Checklist: How to Launch a Product, According to HubSpot's Experts. What Does Product Marketing Do?

How Benefit Segmentation Will Take Your Marketing Campaigns to the Next Level. How to Build a Product Ecosystem Buyers Will Want to Be In. Product Attributes: What Marketers Need to Know. When it comes to product marketing, this statement is basically a detailed brief that gives people a good idea of what your product stands for.

This product is designed for target customer who has this need or wants an opportunity. Our product is a category of the product that mention features or benefits. Compared to alternative , our product is distinguishing feature.

It goes beyond what a great product you have; it involves you deliberating on which image to use and what slogan you would use.

Branding refers to how the product and your business would be perceived by the market while positioning is about identifying what the market needs. The statement sets you apart from similar products in the market and is able to do a great job of convincing investors why they should be investing in your product.

Well, if your team is having a hard time understanding the purpose of your product, your customers might do too. They act as a representation of the different stages of the product launch including the launch date, strategy development, product development, and testing.

There should be time set aside to follow up on each step as the absence of one can alter the success of a launch. Timelines provide a framework for your launch so that you can be focused and not deviate from your plans.

Why is designing a product launch timeline important? A timeline breaks down your launch into different phases and that makes it easier for you to manage the new product launch process. Another benefit of designing a product launch timeline is that you can oversee communication with all the departments or members involved without allowing one to affect the other.

It can consist of the different activities to be done in the pre-launch, launch, and post-launch stages. The pre-launch campaign is basically what you do before officially launching your product. You could call it an appetizer but for your product or service.

It answers a very important question: how do you want people to perceive your product before it arrives? First, you get to present your idea to your audience to get a feel of what they think of it. That depends on the offer you give to them which can include anything from discounts to extended product features.

Thirdly, you get feedback which is very important if you aim to deliver a killer product for your consumers. The reason is simple: pre-launch leverages a marketing tactic known as the fear of missing out FOMO. A go-to-market strategy is a plan of how you want to advertise your product and it includes deciding on which platform to use and how you intend to execute your strategy.

Having a product launch plan will increase the chances of your product being successful and brand awareness. Furthermore, you get more leads, minimize the chances of failure, and get more investors to come on board.

To measure success, you need to keep track of certain key performance indicators KPIs or launch metrics. So, in this section, we just go over certain things you need to put a pin on during the planning stages.

A UPS refers to why people should consider buying your product. It can be because of anything such as an edge over competing products. Understand why your product should be bought as this would really help your marketing team know what to advertise.

Just like going on a test ride when getting a new car, you need to test your product to get firsthand experience of its functionality. You can let your product team or customer experience guys demo it.

If possible, let all your team members try it out and give you feedback so you can use it to improve your product. It would be so frustrating to devote time and money to a product, thinking your audience would love it, only for you to find out the truth in the end.

At least 4 in 10 millennials say their favorite influencers understand them better than their friends. When you find influencers, let them use your product so they can be motivated to speak about it on their platforms. You have to think about attracting new customers, features to be added to your product, launch message, product design , and a whole lot more.

It will help you keep track of everything that needs to be done from the pre-launch stage to the post-launch stage.

Some of the actions to be covered in the product launch checklist include:. Download our template here. Nik has launched products in many industries for himself and clients.

He's responsible for growth at Viral Loops, and he has worked in marketing since he was Passionate about applying psychology to marketing.

Favorite number: Let's connect on LinkedIn. Your users refer other businesses, and both sides get rewarded when the referred business upgrades to a paid plan.

With conversion tracking. Create a referral waiting list before you launch to get early adopters and market validation. The more successful referrals your users make, the better rewards they unlock.

People sign up and refer friends to win a free ticket. If they don't win, they get early access to the pre-sale. People join the waiting list, refer their friends to climb the queue and get early access to the tickets or the event.

A referral giveaway with a social element—people see a leaderboard of who's winning the giveaway. Create an in-email referral program to reward your newsletter readers for inviting more subscribers. Your existing audience refers their friends to increase their chances of winning a prize.

Find early community members with a referral waitlist where people refer friends to climb the queue and get exclusive access. People get early access to your product when they reach the top of the waiting list by referring friends. Your users referer their friends, and both sides get rewarded when the friend makes a purchase.

Set milestones with a tiered referral system, offering better prizes as they reach each milestone. Create an ongoing referral program using our Shopify App to reward your customers for referring friends.

New and existing customers refer friends to increase their chances of winning a prize. Create a referral waiting list for your upcoming store to collect email addresses.

Log in Try for free. Table of contents How to Launch a Product in 7 Simple Steps 5 Important Tips for Launching a New Product Our Free Product Launch Checklist Should You Delay Your Product Launch? It goes without saying…you'd be the only one at your event.

You'd have a fantastic product just lying around without anyone using it. That's what we discuss in this guide. Without further ado, let's begin. How to Launch a Product in 7 Simple Steps A product launch is a step-by-step plan made by a business to introduce a new product into the market.

There are just so many benefits of launching a product. For starters, customers get to see what the product is all about.

It spreads the word about your product so people are hyped up about it. So, how will they know about yours if you don't offer it to them by launching it?

Step 1: Conduct market research and learn about your target audience Market research is the foundation of a successful product launch. What do they mean? To do that, you have to ask certain questions. How do you get answers?

In product testing, or consumer testing, products are evaluated for their performance among target markets. It helps you find the best products 5 Creative Ways To Test-Market A New Product · 1. Talk to customers · 2. Test ugly · 3. Offer a sample · 4. Use test ads · 5. Get personal Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer. Product marketing involves

Video

Try out our products - Product promotion is the process of explaining the value of a product to potential and existing customers to educate, generate interest, and spur purchase In product testing, or consumer testing, products are evaluated for their performance among target markets. It helps you find the best products 5 Creative Ways To Test-Market A New Product · 1. Talk to customers · 2. Test ugly · 3. Offer a sample · 4. Use test ads · 5. Get personal Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer. Product marketing involves

What position does the product hold in the market? The answer to these questions can help you understand what the demand is for your product so you can come up with strategies to rank higher than your competitors. First, understand that consumer behavior is split into three: needs, wants, and fears.

Secondly, the product is also separated into features, benefits, and experience. As regards defining your target audience, it involves defining demographics and typical buyer personas of your product so you can know their pain points and how your product fits in.

It involves details like their age, level of education, gender, income, and geographical location. When it comes to product marketing, this statement is basically a detailed brief that gives people a good idea of what your product stands for.

This product is designed for target customer who has this need or wants an opportunity. Our product is a category of the product that mention features or benefits.

Compared to alternative , our product is distinguishing feature. It goes beyond what a great product you have; it involves you deliberating on which image to use and what slogan you would use. Branding refers to how the product and your business would be perceived by the market while positioning is about identifying what the market needs.

The statement sets you apart from similar products in the market and is able to do a great job of convincing investors why they should be investing in your product. Well, if your team is having a hard time understanding the purpose of your product, your customers might do too.

They act as a representation of the different stages of the product launch including the launch date, strategy development, product development, and testing. There should be time set aside to follow up on each step as the absence of one can alter the success of a launch. Timelines provide a framework for your launch so that you can be focused and not deviate from your plans.

Why is designing a product launch timeline important? A timeline breaks down your launch into different phases and that makes it easier for you to manage the new product launch process. Another benefit of designing a product launch timeline is that you can oversee communication with all the departments or members involved without allowing one to affect the other.

It can consist of the different activities to be done in the pre-launch, launch, and post-launch stages. The pre-launch campaign is basically what you do before officially launching your product. You could call it an appetizer but for your product or service.

It answers a very important question: how do you want people to perceive your product before it arrives? First, you get to present your idea to your audience to get a feel of what they think of it.

That depends on the offer you give to them which can include anything from discounts to extended product features. Thirdly, you get feedback which is very important if you aim to deliver a killer product for your consumers. The reason is simple: pre-launch leverages a marketing tactic known as the fear of missing out FOMO.

A go-to-market strategy is a plan of how you want to advertise your product and it includes deciding on which platform to use and how you intend to execute your strategy. Having a product launch plan will increase the chances of your product being successful and brand awareness.

Furthermore, you get more leads, minimize the chances of failure, and get more investors to come on board.

To measure success, you need to keep track of certain key performance indicators KPIs or launch metrics. So, in this section, we just go over certain things you need to put a pin on during the planning stages. A UPS refers to why people should consider buying your product. It can be because of anything such as an edge over competing products.

Understand why your product should be bought as this would really help your marketing team know what to advertise. Just like going on a test ride when getting a new car, you need to test your product to get firsthand experience of its functionality.

You can let your product team or customer experience guys demo it. If possible, let all your team members try it out and give you feedback so you can use it to improve your product. It would be so frustrating to devote time and money to a product, thinking your audience would love it, only for you to find out the truth in the end.

At least 4 in 10 millennials say their favorite influencers understand them better than their friends. When you find influencers, let them use your product so they can be motivated to speak about it on their platforms.

You have to think about attracting new customers, features to be added to your product, launch message, product design , and a whole lot more.

It will help you keep track of everything that needs to be done from the pre-launch stage to the post-launch stage. Some of the actions to be covered in the product launch checklist include:. Download our template here.

Nik has launched products in many industries for himself and clients. He's responsible for growth at Viral Loops, and he has worked in marketing since he was Passionate about applying psychology to marketing.

Favorite number: Let's connect on LinkedIn. Poppi was originally slated for a retail launch in March of However, those plans changed due to the Covid pandemic. Fortunately, they were able to pivot to launch as a DTC product, selling on Amazon and other e-commerce platforms.

Additionally, they used this opportunity to invest in social media marketing on Instagram and TikTok , where they gained popularity amongst Gen Z consumers. In , HubSpot launched Operations Hub as part of its CRM platform. The product is designed to help businesses streamline their operational processes, improve data quality and accuracy, and enable cross-team collaboration.

This allows businesses to run more smoothly and scale more effectively. One of the reasons why this launch was successful was because it solved a problem that many customers faced. In response, HubSpot introduced Operations Hub so operations employees could work together out of a shared system and remove friction from their day-to-day workflows.

Goodles is a noodle brand that takes boxed mac-and-cheese to the next level. This product differentiates itself by providing more nutritional value than the standard dry noodles, with 10g of protein and 7g of fiber with prebiotics in every serving.

Aside from its positioning as a delicious and nutritious alternative to boxed mac-and-cheese, Goodles also stands out with its vibrant and fun branding. While other noodle brands have neutral-colored packaging, Goodles uses a bold color palette, a nostalgic typeface, and cheeky product names, like Shella Good and Here Comes Truffle, to attract consumers in the grocery aisle.

The HubSpot Product Marketing Manager said he had three main tips for a successful product launch:. However, sometimes, external factors might impact your ability to launch a product. When that happens, you might need to delay your launch.

To understand when, and why, you might hold off on a product launch, Girard told me there are three key reasons why you might want to delay a product launch, including:.

Editor's note: This post was originally published in November and has been updated for comprehensiveness. Free planning and communication templates align your team for your next product launch.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform. Product Launch Checklist: How to Launch a Product, According to HubSpot's Experts Download Now: Free Product Launch Template.

Lindsay Kolowich Cox. We're committed to your privacy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time.

For more information, check out our Privacy Policy. Free Product Go-to-Market Kit Free templates to ensure that your whole team is aligned for your next product launch.

Product Launch Template Product Roadmap Template Sales Plan Template And more! Download for free. You're all set! Click this link to access this resource at any time. Access now. Learn more. Product Launch Checklist Learn about your customer.

Write a positioning statement. Pitch your positioning to stakeholders. Develop product branding. Plan your go-to-market strategy. Set a goal for the launch. Create promotional content. Test and gather feedback. Set up distribution channels. Prepare your team.

Launch the product. See how well you did in achieving your goals. How much money do you need to launch a new product? Product Launch Examples Calm Poppi Operations Hub Goodles. Topics: Product Marketing. Don't forget to share this post! What Does Product Marketing Do? How Benefit Segmentation Will Take Your Marketing Campaigns to the Next Level.

How to Build a Product Ecosystem Buyers Will Want to Be In. Product Attributes: What Marketers Need to Know. The Ultimate Guide to Product Marketing in Pop up for DOWNLOAD THE FREE PRODUCT MARKETING KIT FREE PRODUCT MARKETING TEMPLATES Free planning and communication templates align your team for your next product launch.

DOWNLOAD THE FREE KIT DOWNLOAD THE FREE KIT. Dies ist auch ein guter Zeitpunkt, um die Markenidentität zu überprüfen und zu prüfen, ob es neben dem Produkt selbst bestimmte Möglichkeiten gibt, Ihre Marke aufzubauen.

Es ist wichtig, das Ergebnis jeder Werbestrategie im Nachhinein zu analysieren. Daher sollte ein Postmortem durchgeführt werden, um auf dem Erfolg aufzubauen und zukünftige Kennzahlen und Leistungsindikatoren KPIs zu verbessern.

Dies könnte Verbesserungen der Kennzahlen wie Ziele und Schlüsselergebnisse OKRs oder der Rendite der Werbeausgaben ROAS beinhalten sowie die Überwachung, wie effektiv Markenkooperationen oder eine neue Social-Media-Kampagne waren und ob Ihre Marke langfristig ähnliche Taktiken anwenden möchte.

Alle Änderungen des Website-Traffics zu Blogbeiträgen, der Öffnungsrate des E-Mail-Marketings, des Engagements in sozialen Medien und der Verkäufe sollten genau beobachtet werden. Bei der Einführung neuer Produkte oder bei der Suche nach neuen Markenkunden kann die Werbung für einen Gutschein, ein gemeinsames Angebot oder einen kostenlosen Versand für Käufer eine effektive Methode sein, um Kunden zu finden, die vielleicht interessiert sind, aber nicht bereit sind, den vollen Preis zu zahlen.

Die Festlegung eines Zeitfensters, um den Aktionszeitraum zu einem zeitlich begrenzten Angebot zu machen, könnte auch ein Gefühl der Dringlichkeit vermitteln, das Produkt auszuprobieren, insbesondere wenn der Kalender auf die Möglichkeiten des Feiertagsmarketings für eine ideale Werbeaktion abgestimmt ist.

Bevor Sie ein Produkt auf den Markt bringen oder neu auf den Markt bringen, können Sie dazu beitragen, für Aufsehen zu sorgen, indem Sie eine Pressemitteilung Ihrer Marke, eine Fragerunde mit dem Gründer in Blogbeiträgen oder in sozialen Medien vorbereiten.

Mit der richtigen digitalen Werbestrategie können Sie Ihre Zielgruppe flexibel auf mehreren Kanälen erreichen , insbesondere mit Video-Anzeigen , die Käufern, die Ihr Produkt in Aktion sehen möchten, bevor sie sich zum Kauf entschließen, zeigen, was es alles kann.

Die Zusammenarbeit mit dem richtigen Sprecher in Ihrem Markt und einer durchdachten Werbestrategie kann eine effektive Methode sein, um ein bestimmtes Publikum zu erreichen, die Markenbekanntheit zu steigern oder durch jemanden, dem sie bereits vertrauen, Glaubwürdigkeit zu erlangen.

Nachdem Sie recherchiert haben, wer ein potenzieller Vertreter der Marke sein könnte, sollten Sie sich mit Produktmustern vorbereiten, die sie auf ihren Kanälen vorführen können. Ein erfahrener Inhaltsersteller für eine Video-App könnte beispielsweise mit effektiven Videomarketing-Techniken helfen.

Der Start einer Produkteinführung durch Erlebnismarketing könnte eine spannende Möglichkeit sein, mit Verbrauchern entweder über virtuelle Veranstaltungen oder persönliche Pop-ups in Kontakt zu treten.

Veranstaltungen, die markenspezifische Botschaften enthalten sollten, sollten für die Teilnehmer unvergesslich sein — sei es, indem Influencer oder Branchenführer zu Fragerunden eingeladen, Hashtags beworben, lustige Verpackungen präsentiert, kostenlose Muster oder Rabatte angeboten oder Inhalte oder Vorführungen hinter den Kulissen präsentiert werden, um für ein neues Produkt zu werben.

Fast neun Jahrzehnte nach der Einführung ihrer mit Schokolade überzogenen Waffeln wandte sich KITKAT an Amazon Ads, um erwachsene Käufer der Generation Z und Millennials zu erreichen. Nachdem PepsiCo eines ihrer beliebtesten Produkte mit einem Grundnahrungsmittel für den täglichen Bedarf kombiniert hatte, wollte das Unternehmen seinen treuen Kundenstamm erweitern, um mit Cheetos Mac 'n Cheese neue Marken der Generation Y zu erreichen.

Durch eine Kampagne, die wichtige Zielgruppen-Insights über Amazon DSP nutzte, konnte Cheetos einen Anstieg der Kaufabsicht, der Markenpräferenz und des Markenbewusstseins verzeichnen. Nachdem Harpic festgestellt hatte, dass die Kritiken für seinen Flushmatic-Toilettenreiniger nur mäßig waren, brachte das Unternehmen eine neue Version auf den Markt und wollte die Neuerungen seinen Kunden mitteilen.

Die Muttergesellschaft Reckitt war in der Lage, ihre Kunden mit Display-Anzeigen und einem interaktiven Quiz anzusprechen, das zu einem Coupon führen konnte, und so die Kunden zu informieren und die Konversionsrate zu fördern. Im Jahr , als HP kurz davor war, seine Laserdruckerserie mit neuer Tintenpatronentechnologie neu auf den Markt zu bringen, arbeitete das Unternehmen mit Amazon Ads zusammen, um eine umfassende Marketingkampagne zu erstellen.

Mit einer Strategie, die Amazon Business nutzte, ein Portal, das mehr als 2 Millionen verifizierte B2B-Kunden in Indien bedient, war HP in der Lage, kleine Unternehmen zu erreichen und Zielgruppen, die zuvor Interesse an Druckern gezeigt hatten, wieder anzusprechen.

Als Unicharm sich an Amazon Ads wandte, um eine Marketingkampagne für die neue Windel BabyJoy Olive zu starten, richteten sie diese auf den White Friday und den Singles Day aus, zwei wichtige Feiertage in der MENA-Region, um ihre Reichweite und ihre Verkäufe zu steigern.

Für weitere Informationen, wie Amazon Ads Cookies verwendet, lesen Sie bitte den Hinweis zu Amazon Cookies.