What's an example of a company that you think does product marketing really well?

Great question! In general, I don't think of product marketing as separate from the overall consumer-facing experience because that's what we're all doing at the end of the day (whether your audience is consumers or businesses). The best in class for me is Apple. I know, what an original answer! :) I am a self-professed Apple fangirl. When you build great products and market them well, it can be a magical experience for the consumer. They do a great job of focusing on key benefits and making it dead simple for people to do the thing they want to do when using an Apple product.

Other companies I think do a really great job - MailChimp, Intercom, and of course, I have to give love to Instagram and Slack. 

Outside of tech, I love Nike. 

I am a massive fan of what the team at Sprig is doing; they articulate a specific point of view and use clear, simple language to position technical features as the solution to their audience's specific problems.

Sprig is a comprehensive platform consolidating multiple tools used by Product Managers and UX Designers: session replays, heat maps, surveys, and feedback.

They could have just slapped "AI-Powered" or "All-in-one" on their website and called it a day. While those concepts show up in their messaging (that's the reality of this market, after all), their marketing stands out because they've made the case that their multi-product platform with AI solves specific problems their persona cares about in clear, succinct language.

A few things stand out:

1. The headline: This is a fantastic example of aspirational marketing combined with a clear contextual positioning that answers the question, "When would I use your product?"

2. The product carousel: Each product has a clear use case that doesn't just say what the feature is, it explains what a PM or designer would want to do with it. The language is specific enough that it appeals to the core persona, but simple enough that a non-technical user that's also part of the purchase process would understand it as well.

3. Solution pages: Sprig doesn't try to tell the entire story on the home page. Different teams will use their modular product in various ways. They have built out specific pages for each use case and team that allow them to tell the story a particular persona is looking for but might not glean from the home page. The slick navigation makes it easy for a user to discover these pages.

In this market, everything is "All-in-one" and "AI-powered." Sprig does a great job of telling its audience how they would use its all-in-one, AI-powered platform, and that makes all the difference.