The 4 Essential Templates for Building & Scaling Product Marketing

Product marketing is a critical strategic function. It centers around a keen understanding of the product’s target audiences and strategically positioning and messaging your offerings to boost demand, adoption and revenue. But when you boil that down, it’s simply about driving go-to-market (GTM) strategy.

In order to do that effectively, there must be a consistent, company-wide understanding of your target audience. How your various personas interact with each other as part of a buying committee, and when they consume content/information over time can be mapped out through all the stages of the customer journey. Ultimately what they want to individually hear and see, i.e. messaging (+ content strategy), depends on each persona and what stage of the customer journey they are in. And during the learning and evaluation stages in particular, several personas will invariably require competitive details to discern between your offering and the various alternatives available.

And there I’ve just described the four foundational pillars of product marketing, upon which to build an effective and aligned GTM strategy!