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What do you consider to be the stages of the product marketing cycle?

1 Answer
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2

In the ideal state, I consider Product Marketing to have 5 stages starting from market insights.

  1. Understand the Market: outline the potential opportunity and existing competition
  2. Define Personas and Needs: define the core customer, their needs, and their current solution
  3. Develop Product and Features: influence key features needed for both table-stakes and differentiation in the market
  4. Create Messaging and GTM: create the GTM plan, the value prop and messaging, and key channels for launch
  5. Launch and Optimize: measure and test, creating a clear feedback loop

Product Marketing’s role will vary depending on the company - I’m a big believer in being involved early and helping shape the product. If you can successfully do that, the GTM becomes easier to plan. You don’t need to figure out which market will buy Feature X because you defined that upfront. You know the key needs so writing the value proposition becomes easier. It takes time and relationship building - this is what I strive for in any Product Marketing role.

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