There’s a key connective web between new products and customers in the market — product marketing. This multifaceted discipline brings together vital components of sales, marketing, and customer success to share a new product with the world. Product marketing requires a unique role to bring products to life and sell them — product marketers.
Product marketers are the ones who research, define, and articulate the position of your product in the market. They create a plan and work across departments and teams to bring products to customers. These unique product experts are responsible for everything from launching new products and building awareness to getting user signups, converting sales, and growing revenue.
In this product marketing guide, we’ll cover what product marketing is, what product marketers actually do, how they measure their success, and the tools they use to bring products to market. Let’s get started by defining product marketing.
Sales and marketing teams are often disjointed when they could be working together to bring in leads, develop customer relationships, and increase revenue. A sales enablement marketing strategy supported with the right technology can help both teams create, find, and share the marketing content needed to make the sale.
Let’s take a look at what sales enablement marketing is, the key elements of a strategy, and how to start building your own.
Topics: Marketing
Omnichannel and multichannel may sound like they're the same thing, but in reality, these two strategies are quite different. Although they both involve many digital channels and steps along the customer journey, multichannel focuses on pre-defined sales pathways for each channel, and omnichannel focuses on how you sell based on evolving customer behavior.
Both are effective e-commerce strategies and you often have to get multichannel selling right before you’re able to excel at omnichannel e-commerce. Let’s explore the key differences between the two and take a look at how to choose which approach is right for you.
Continue ReadingTopics: Marketing, e-commerce
The world of marketing is moving at lightning speed. In just a short time, brands embraced big data, personalization, and customer experience as must-haves in their marketing mix. The adage about serving the right content, to the right person, at the right time, on the right channel, is no longer exceptional — it’s expected.
Fast forward five years from now and online marketing will evolve into a largely immersive experience powered by mixed media — including augmented reality (AR) and virtual reality (VR) experiences — and immersive channels like 3D installations. Consumers will inevitably “live” marketing, rather than be “targets” of it.
And, just as it has in the past, digital asset management (DAM) and product information management (PIM) technologies will continue to facilitate and move digital marketing forward. But before we get into that, let’s talk about the trend every marketer should have on their radar — immersive omnichannel marketing and how it’ll change the future of storytelling.
Topics: Featured, Marketing, DAM
Brand storytelling is an increasingly popular approach to marketing that taps into the foundational human need to connect with others through story. It’s a method that centers your customer as the main character in the story, not your brand or your product. When you share relatable stories about life experiences that matter to your audience, you create strong emotional connections with your ideal customers.
Those connections build brand awareness, keep attention on your marketing channels, and establish trust. Not everyone agrees on the best way to do brand storytelling, but everyone knows it matters. To get us started, we’ll talk about why it’s so important, show you some examples of brand storytellers you can learn from, and provide ideas on how to start using the tactic yourself. But first, let’s outline and agree on a clear brand storytelling definition.
Topics: Marketing, Brand management
Whether your brand is traveling down the hall to a colleague's office or across the globe, you need to safeguard it for the journey ahead. With freelancers, marketing agencies, internal teams, and many others using your brand in communications and content, it's easy for inconsistencies and misuse to arise.
A brand identity kit can help by providing disparate groups and individuals with the tools and information they need to uphold your brand consistently. In fact, a brand identity kit is an absolute must-have for all businesses!
Continue ReadingTopics: Marketing, Brand management
Your brand is your company’s most important asset. It’s more than just words on a page or images on a screen ⏤ it’s how you communicate with and attract your audience. From your logo to every customer interaction, it’s the identity of your organization.
To stand out in a competitive market, consumers need to easily understand who your company is and what you provide. Brand consistency helps consumers feel confident in their decision to become a customer because they know exactly what to expect from you with every interaction.
So, how do you ensure a consistent experience that builds brand loyalty? Develop strong brand guidelines.
Topics: Marketing, Brand management
Business environments today are tough. Things change fast. From a new competitor on the scene to shifting market conditions, technologies, and buyer dynamics, there’s a lot that’s simply out of our control. Because of this, organizations are putting more and more emphasis on the things they can control — like their brand.
Brand management, once a practice reserved for the Coca-Colas and Nikes of the world, is now a commonplace practice for any organization looking to win the hearts, minds, and spend of their target audiences. And, just as you see with other business priorities, it helps to put a dedicated person in place — like a brand manager — to ensure it succeeds.
Topics: Marketing, Brand management
These days, you can do some pretty impressive things with content. However, you’re not the only one using content to win the attention and mindshare of audiences. Thanks to the success that content marketing has seen over the years, there’s a lot (and we mean a lot) of competition out there. For example, there are over 4.2 million blogs written each day. Pair that with the nearly 1.8 billion websites out there — and you have a lot of content to contend with.
To break through the noise, you need to add some horsepower to your content marketing efforts by incorporating visual content. To help you do this effectively, it’s important to know the what, why, and how behind it.
Continue ReadingTopics: Featured, Content, Marketing, DAM
If you want to achieve success as a brand in this day and age, it’s time to fully embrace the reality that you’re in the experience business. Transactions are no longer a simple exchange of money for goods or services; consumers demand more. They expect you to win their affection and loyalty by delivering consistent, memorable experiences at each and every interaction.
Because of this, the digital assets and content you use to tell your story, educate your audiences, and represent your brand, are more important than ever. To thrive and grow in the experience economy, more and more successful brands turn to digital asset management (DAM) systems.
Topics: Marketing, Brand management
2021 Widen Connectivity Report
Learn how leading brands use product information to deepen audience connections and excel in the digital space.
Enrich Customer Experiences With Product Content
Forrester research report
Gartner research helps leaders evaluate solution benefits and technology choices.
DAM+PIM for customer experience
Learn how DAM and PIM technologies work together to create meaningful conversations with customers, and anchor customer experience success.
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