If the answer is no, you’re in the right place. You’re probably asking yourself a lot of questions, like many B2B marketers : Is product marketing (really) that different from traditional strategies? Is it a relevant strategy only when you have a product? What’s the point, exactly?
To decipher this obscure world of
product marketing, we received email data Carlota Güell, during a Plezi Décode. Carlota Güell is Product Marketing Manager and founder of the podcast “Product Marketing Stories”. Find the summary of our exchange in this article.
Objective? Decode product marketing in B2B SMEs.
“Product marketing is a strategy that bridges the gap between a product (or service) and its market.” In a few words, this is how Carlota Güell presents product marketing. It is a multi-step process: market and target study, product research and positioning, launch and sales…
This branch of marketing aims to promote the
value of a product to the right people, at the right time, using the right argument, to attract the right potential customers. This job can be done by a product manager or Product Marketing Manager like Carlotta Güell. Or by a collaborator of the marketing team, who has an appetite and skills related to the product.
Absolutely not! The deployment we all have an image in our minds of the s of this approach concerns all companies. In B2C as in B2B. VSEs, SMEs, startups… No need to wait to enter the CAC40 or to have a BAC+12, to think about how to achieve your business objectives and target the right market, thanks to a quality product and arguments.
However, for smaller players (such as VSEs/SMEs), the chleads question of resources arises: how to develop a product marketing strategy, with limited human and financial resources? When it is impossible to hire a Product Manager or a Product Manager, should we throw in the towel?
Carlota Güell tells us: “If resources are limited, the ideal is to entrust the mission to a collaborator already in post, on the marketing team side. This team is already working on the most important points of Product Marketing: definition of business objectives, target studies, messages to deliver… A marketer will know how to define a strategy and implement it, while liaising with the sales team, to ensure the success of the project.”
