It is a well-established fact that the ongoing pandemic has greatly affected the way B2B marketers conduct product marketing. On average, B2B researchers do 12 searches before engaging 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 top-notch SaaS product marketing strategy for thriving in these times.

Among the list of hurdles that B2B SaaS marketers have to overcome, technology product marketing takes the forefront followed by the lack of an accurate product marketing management technique. Besides this, the absence of brand loyalty, difficulty in understanding user intent, inability to convince customers for a repeat purchase, and availability of too many choices are some major barriers that marketers are unable to find a solution for in the customer journey.

While the product marketing process does not get any easier, questions like, why is product marketing important, who will market my product for me, and how do we fight the battle of product marketing vs product management, continue to exist. With too many if’s and but’s involved, B2B product marketers seemingly have a long way to go before they finally unravel the true potential of product marketing and everything that surrounds this area of business.

In this blog, we will take you through the crux of product marketing and provide insights that would assist you in building a product marketing framework that ensures maximum ROI. Let’s get started!

Role of Product Marketing in B2B Sales:-
Marketing a new software product simply means conducting activities for increasing brand visibility to generate more customers for that product. However, according to Deck 7’s research, it was found that product marketing plays other roles too in accelerating B2B sales.

Positioning:-
Your product needs to be noticed by the right audience for it to bring the desired profit. Product marketing methodology thus enables the correct positioning of your product making it reach your target audience (TA). This activity is equally crucial for educating your audience as well as your sales team for effective communication. This works well when you execute multiple new product marketing ideas. Here's an excerpt from a Media 7 interview of the CEO of the world’s largest trade fair and event organiser that highlights the importance the format you choose to market your product in the present scenario.

Understanding Competitors:-
While there are a lot of ways for understanding what your competitors do, product marketing is one way too. Knowing the strengths and weaknesses of your competitors gives you an edge over them allowing you to market your product in a certain manner that will bring in more sales.

Determining TA:-
Identifying your buyer personas is not just limited to demographics, it is also about their preferences, past purchasing experiences, and other such factors. Product marketing in this area provides ideas for products to market, what kind of individuals you should aim at, and how much are they ready to pay.

Aligning 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 place your product better. Product marketing aligns the buyer’s journey and helps them make purchasing decisions that work in your favor.

Defining Product Benefits:-
Product marketing is a great method for explaining your product’s benefits. B2B SaaS marketers can plan and execute a product marketing strategy highlighting the product strengths to convert potential buyers into pair customers.

Paving Way for Future Releases:-
Once you have released one product it is a continuous loop of seasonal product marketing. This is because any brand wouldn’t stop at only one product. There will either be a product range or different variations of the same product. In either of the cases, product marketing helps in gathering intent data and customer analytics to help for all upcoming releases.

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