What is product marketing?
Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer. Product marketing involves understanding the product’s target audience and using strategic positioning and messaging to boost revenue and demand for the product.
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 of a business’s marketing efforts.
Product marketing is focused on driving demand for and adoption of a product among existing customers. It’s focused on the steps people take to purchase your product so product marketers can build campaigns to support this work.
Product marketing is about understanding a specific product’s audience on a deep level and developing that product’s positioning and messaging to appeal to that audience. It covers the launch and execution side of a product in addition to the marketing strategy for the product — which is why the work of a product marketer lies at the center of a business’s marketing, sales, and product teams.
Conventional marketing is focused on broader topics under the umbrella of marketing such as lead generation, SEO, and anything related to acquiring and converting new leads and customers. It’s about promoting the company and brand as a whole, including the products that are sold. These marketers make sure there’s a consistent, on-brand message behind all of the company’s content.
