Product marketing is the concept of introducing a new product or an upgrade to an existing product. The process focuses more on outbound marketing through various channels in order to create attention for a new product in the community. Advocates are often involved in the process by spreading the product marketing message.
Why Is Product Marketing Important?
Product marketing is the initial way that new or existing customers will hear about a new product your company is offering. B2B product marketing differs from B2C in that B2B is usually a longer sales cycle and the buyers aren’t necessarily users. In B2B, buying teams may be involved and the channel can be direct or indirect. Data gathered from product marketing initiatives helps companies gain insight into the best strategy to promote, price and test the product. Advocates can play a key role in explaining the benefits of the new or upgraded product.
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