Importance of product marketing in B2B sales

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 It is a well-established fact that the ongoing pandemic has greatly affected the way that B2B marketers go about marketing products. On average, B2B researchers perform 12 searches before interacting with a specific brand's site. As there are already few alternatives to operate through this situation, statistics like this show clear signs that marketers should have a world-class SaaS product marketing strategy to thrive in these times.

Among the list of hurdles that B2B SaaS marketers have to overcome, technology product marketing ranks high, followed by the lack of a precise product marketing management technique. In addition to this, the absence of brand loyalty, the difficulty to understand the user's intention, the inability to convince customers to repeat the purchase and the availability of too many options are some of the main barriers for which specialists in marketing they can't find a solution in the customer journey.

While the product marketing process doesn't get any easier, questions remain like why is product marketing important, who will market my product for me, and how do we fight the battle of product marketing versus product management. With too many yes and buts involved, B2B product marketers apparently have a long way to go before they finally discover the true potential of product marketing and everything that surrounds this area of ​​business.

In this blog, we'll walk you through the nitty-gritty of product marketing and provide you with information that would help you create a product marketing framework that ensures maximum ROI. Let us begin!

Role of Product Marketing in B2B Sales

Marketing a new software product simply means doing activities to increase brand visibility and generate more customers for that product. However, according to Deck 7 research, product marketing was found to play other roles in accelerating B2B sales as well.

Positioning

Your product must be noticed by the right audience in order for it to generate the desired benefit. The product marketing methodology thus allows the correct positioning of your product, making it reach your target audience (TA). This activity is equally crucial to educate your audience and your sales team for effective communication. This works well when you run multiple new product marketing ideas. Here is an excerpt from a Media 7 interview with the CEO of the world's largest trade show and event organizer highlighting the importance of the format you choose to market your product in today's scenario.

Understand your competitors

While there are many ways to understand what your competitors are doing, product marketing is one too. Knowing the strengths and weaknesses of your competitors gives you an edge over them, allowing you to market your product in a certain way that will generate more sales.

Determination of TA

Identifying your buyer's personas is not just limited to demographics, but also their preferences, past shopping experiences, and other similar factors. Product marketing in this area provides ideas for the products to be marketed, what types of people you should target, and how much they are willing to pay.

Lining up the buyer's journey

Be it an IT product marketing strategy or any other B2B marketing strategy, product marketing plays a vital role. Because when you understand your buyer's needs and requirements, you can better position your product. Product marketing aligns the buyer's journey and helps you make purchasing decisions that work in your favor.

Defining the benefits of the product

Product marketing is a great way to explain the benefits of your product. B2B SaaS marketers can plan and execute a product marketing strategy that highlights product strengths to convert potential buyers into peer customers.

Paving the way for future releases

Once you've launched a product, it's a continuous cycle of seasonal product marketing. This is because no brand would stop at just one product. There will be a range of products or different variations of the same product. In either case, product marketing helps collect customer analytics and intent data to aid in all upcoming releases.

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