How can a PMM effectively approach product marketing when the primary focus is not on a tangible product, but rather on intangible factors such as safety and reputation management?
This fintech company wants to boost its brand awareness for its products around safety. The goal is to articulate and drive marketing strategies to promote the positive impact of their brand and build up trust.
1 Answer
Jacki Brown
Fractional CMO | Product Marketing Leader • March 26
What I believe you are describing is selling a Service vs. a Product. Ultimately, it's the same thing.
For instance, a Marketing Agency's product is their marketing ideas, creative work, etc. but really, they provide a service.
Like any other product, for a service, you should know the target buyer, the challenge you are solving for them, and how you do it most effectively. You should have a good understanding of the competition and the overall market and industry.
Make sure you're clear about what it is you are actually selling, but still lead in with the value of safety and reputation management.
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