How do you differentiate your own products from one another but still show that they complete each other/are complementary?

If a company has many product offerings, what's the best way not to overwhelm customers, and at the same time, give each product manager the "spotlight" they're asking for?

Answer

3 Answers

Messaging Strategy

Jiong Liu

Wiz VP of Product Marketing • 4y

One method for doing this is to understand buying patterns, natural bundling that may be occurring and determining what initiatives/projects your customers are undertaking when they purchase your products. For example, customers that are purchasing Okta's Customer Identity products are generally looking to solve 3 main initiatives: building better customer experiences faster, modernizing their infrastructure or securing their customers. Once we understand what they are trying to accomplish, we c ...Read More

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Priyanka Srinivasan

Verkada Vice President Product Marketing • 4y

This is a great question. I'd say this becomes even more complex / challenging if you have not only mulitple products, but also multiple audiences, which we do. One way to think about this is in the context of your website, which is one of the key ways you display all of your products and offerings. I think it's extremely important to show how all of your products 'fit together' and we do this via our pricing page, where we list out all of the products we have for one of our key audiences and w ...Read More

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Sophia (Fox) Le

Glassdoor Director, Product Marketing • 5y

When a company has many product offerings, getting really clear on who you are targeting will be critical to ensure that you are "spotlighting" the right product/features/packages to the audience most likely to buy/adopt/care. Prospective buyers may become overwhelmed or stop caring when content is too general or straight-up irrelevant to their needs. Pro tip: Segmentation to inform your target audience will help bring direction to your messaging framework for your product/feature launches up f ...Read More

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