47 - Critical product marketing capabilities every team needs

Episode notes

Strong product marketing is crucial for early-stage software companies. But it’s also the most significant gap for many. Whether it’s your first marketing hire or someone from your founding team, someone on your team should be able to connect their deep understanding of your product (features, capabilities, value delivery) with an overarching go-to-market plan. Some of the core product marketing capabilities your team needs are: Positioning: Understand your market and the competition. Create a point of view & product narrative. What makes you unique, different, or better than the alternatives? Packaging & Pricing: Make difficult decisions about product packages and pricing that maximize revenue per user and support your go-to-market motion (product-led growth, marketing-led growth, or sales-led growth). Messaging: Clarify your point of view with compelling communication that acknowledges your best-fit customers, who they are, how they buy, and where they are in the buying process. Turn features and functionalities into capabilities, outcomes, and benefits. Promotion: Enable your sales force, create content that creates and captures demand, and decide which channels to invest in.