Analu Ferreira

The 5 Stages Of Product Marketing

Analu Ferreira — Thu, 30 Jun 2022 10:47:48 +0000

We recently discussed Product Marketing and explained why it is so relevant. We remembered the story of the product that does not take off and is not absorbed by the market even when considered perfect; and that in most cases, the problem is not the product itself, but how it is launched. With this in mind, in today’s article, we will address the 5 Stages of Product Marketing. These stages occur concurrently with the development of the product, and the duration of each one varies according to the complexity, the target audience, and the trial period. The 5 Stages of Product Marketing serve as a guide for people in the field, especially for Product Marketing Managers (PMMs); but they are also important knowledge for digital business entrepreneurs. Before delving into the 5 Stages of Product Marketing, it is important to keep in mind that they are for products that have already passed through Product Conception. That is, the ideas have already been explored and matured, the potential users have been identified, the proto-personas have been built, and the functionalities and technologies have been chosen, along with the positioning of the product in the market.

The 5 Stages of Product Marketing

According to the Product Marketing Alliance (PMA), for a product to go to the market, that is, to be launched, it must go through five fundamental stages. These stages maximize the product’s absorption by the market and, if followed as recommended, minimize strategic communication and launch failures. We recommend that the stages be navigated by the team: Designers, Product Owners, Project Managers, Product Marketing Managers, and Programmers. Everyone must be on the same page regarding the product and, more importantly, each member of the team must know what specific needs and features it requires to be launched in the market.

Stage 1: Discover

At this stage, the product will be tested on the market. The Discover stage requires a lot of attention, as this is where information is collected, and insights and assumptions about the product are turned into informed hypotheses. Among the key elements involved in Stage 1 are user/customer feedback, competitor analysis, and positioning. Here, the goal is to equip the product team with the information they need to start formulating a relevant strategy.

Stage 2: Strategize

After the Discovery period (also called Trial), the product will likely undergo some changes to suit the market. In this Stage, adaptation strategies are created, in addition to the initial launch and pricing plan. Strategy is essential for powerful and grounded Product Marketing. If your product’s pricing is not appropriate, customers are likely to look elsewhere. Furthermore, if sales reps are not provided with enablement tools, they will not perform to their full potential. Therefore, paying more attention to every detail is essential, as neglecting one area can affect all others.

Stage 3: Define

Everyone wants to create a product that impresses the user and, for that to happen, it is necessary to go through this phase in an intense and well-thought-out manner. This is not the time to skimp on the details. Defining the product communication channels, the marketing and sales funnel, and the consumer journey is the main focus. Much of the information collected in Stage 1 (Discover) is used in the strategic choices of the Define Stage. In addition, it is at this stage that the in-depth study of the product’s persona (or personas) takes place — which is extremely important for communication to be carried out correctly.

Stage 4: Get Set

According to Benjamin Franklin, “Failure to prepare is preparation for failure”. So prepare yourself more and more to fail less and less. It is at this stage that we define the product launch plan. Therefore, it is necessary to gather all the information documented in the previous stages, train teams (sales, communication, performance), and create a calendar with all the actions to be performed: Marketing campaigns, social networks, newsletters, and cross-media, for example. This is the “butterflies in your stomach” stage – the one where you say “ready, aim…”

Stage 5: Grow

“…Fire!” It is at this stage that the product is launched on the market. The team involved observes all the strategies created being put into action and is ready for any necessary intervention (which is natural to happen, especially if an MVP is being launched). As time passes and the market absorbs the product, it becomes essential to grow and think of new strategies for evolution and growth.

Need help putting this plan into action?

We can’t deny that implementing the 5 Stages of Product Marketing takes time, dedication, and qualified professionals. Nevertheless, you have to keep in mind that these stages are part of your product’s success. In the past, much was said about products that sold themselves (and the sale often did not imply payment and purchase, but rather the absorption of the product by the market). However, nowadays, with the advancement of communication and technology, user decisions are getting faster. Therefore, it is essential to think and develop the product beyond its functionalities. This means that it is necessary to deliver value to the user. At SoftDesign, we are committed to a full delivery, from the idea to the result. Fill out the form below and count on us to put the 5 Phases of Product Marketing into practice. Together we will propel your product to the market!

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Product Marketing: what is it and why do you need it?

Analu Ferreira — Wed, 23 Feb 2022 12:10:28 +0000

Have you ever seen or known about a product that you thought was perfect, that had everything to work out, but for some reason, it didn’t take off? Countless companies face this issue everyday, of having an optimized product that is very well developed, but which is halted or, many times, shelved. All the effort, endeavor, hours and hours of development, insights and revolutionary ideas don’t seem to be enough to make the product take off, and that’s where Product Marketing comes in.

In this process, questions arise such as: “Was there something missing? What is wrong with my product?”, and most likely, the answer is “nothing”. Nothing about the product itself, but how it is being brought to market. How its positioning, tone and differentiator are defined.

Product Marketing

Among the many segments of marketing, there is one that has been gaining ground in the community and in technology companies for some time: Product Marketing. Arriving timidly a few years ago and taking up space in the scope of work of Product Managers (or Product Owners), now Product Marketing claims its place in the sun.

More and more companies that work with Product Conception and Development are realizing the need and the difference that having a PMM on their team makes. Starting from the certainty that Product Managers guarantee that the developed product meets the user’s needs, Product Marketing Managers ensure that users receive the right message, at the right time, through the most appropriate communication channel.

Product Marketing and Conventional Marketing

Product Marketing is a component of Conventional Marketing. If you know the famous “Ps” of marketing, you already know that product is one of them. If we go directly to the definition of what Product Marketing is, in a summarized and simple way, we could say that it is the process of taking a product to the market (promoting and selling it to the consumer, in a way) — considering the sum of the efforts to make this happen. Therefore, Product Marketing involves a high understanding of the audience/consumer of the product and focuses on its strategic positioning to increase demand.

Where is the PMM located?

Launching a new product on the market is often challenging and when it comes to technology products, the launch can be even more complex, which is why the PMM is part of the product team. To be clearer, think about all the features that exist in an application, be it delivery, financial or even distance learning classes.

From offering discount coupons to advertising forms, filters, cart abandonment push notifications, all of them are developed and launched with the participation of a PMM working together with Product Managers, Developers, Designers and Project Managers. So that the roles of PMMs and PMs do not get confused, since these professionals work together, there are some differences that must be observed:

The PM has a greater focus on the technical development of the product and has closer contact with the team of Developers and UX/UI Designers. In addition, he is responsible for setting up a delivery schedule, launch stages and product vision.
The PMM represents the voice of the user, raises pertinent questions and anticipates needs that often can only be seen at the launch of the product on the market (Go-To-Market).
It is worth noting that together, the PM and the PMM must identify user pains to align with the product’s value proposition, which directly influences its development.

Understanding the User to Offer the Best Possible Solution

The PMM, in its duties within the product team, has the role of representing the voice of the end user/customer in product discussions, raising questions for the launch, anticipating needs and developing product marketing strategies (such as positioning and Go-To-Market). On a daily basis, the PMM must participate in strategic discussions both with the technical team and with the marketing team (or advertising agency that will act in the communication and publicity of the product).

For the PMM to work satisfactorily within the product team, it is very important that he can move between the different areas that the product involves — user, brand and the business itself. The PMM creates a kind of bridge between business units and marketing, including connecting content, social networks and CRM teams, for example. Working with Product Marketing is participating in the stages of the product life cycle, which starts with discovery, goes to development and does not end with launch.

Product Marketing work is ongoing and the PMM’s workflow is adjusted based on changes and new releases that the product presents, considering business objectives and user needs.

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