Launching a new product needs an extensive amount of hard work for both sales and marketing teams. Product marketers, in particular, follow the journey from conception to launch to upgrades with hawk eyes. But their eyes and efforts alone won’t make the product successful. They also need to rely on tools and platforms to make the process as perfect as possible.
In this article:
- Product marketers need to be in touch with the market, their product, and existing clients. Using tools and applications will help make the work become faster and more accurate.
- The right tools improve and enhance outputs as well, making revenue growth more attainable.
- It’s also important to choose tools that can be integrated with other apps to avoid unnecessary spending.
The Importance of Product Marketing
When it comes to product marketing, you need more than just a solid collaboration within the team. You also have to effectively communicate with external customers then analyze their needs to better understand how to improve the products you have.
A successful business is all about staying up to date on current trends while being creative enough not just now but years from now as well.
Product marketers need to be in touch with the market, their product, and existing clients. But they can’t do it alone – that’s where online tools come into play! The time spent creating a perfect product for prospects is saved when using these helpful applications.
To effectively implement product marketing strategies, you need to engage with tools for practically every step of the journey.
Lead and Demand Generation
The most important step for any company engaging in sales is to first understand their target market’s buying behavior and needs. Gathering this type of data helps in creating content to increase demand and get more qualified leads.
N.Rich’s ABM platform doesn’t just provide you with crucial intent data for your buyers, it also allows you to segment these accounts to get a better picture of your target market. Thanks to this information, you can create lead and demand generation campaigns to attract more leads.
Landing page creation tools such as Unbounce and Instapage also aid in lead generation and conversion.
Collaboration and Project Management
Product marketing isn’t exclusive to just the marketing department. The work requires insights and cooperation from developers, sales, and other departments that are contributing to revenue growth. But realistically, collaborations between departments can be a challenge for most companies.
To overcome inter-departmental issues, you need to integrate project management apps that nurture collaboration amongst the people involved with each project.
Apps like Trello and Notion help make projects, sprints, and launches easier to plan by making the plans and developments available to everyone involved.
Meanwhile, Google Drive is a cloud service that you can use to share images, videos, pertinent files, spreadsheets, and documents with team members. While it offers 15GB free storage to all users, you need to pay a monthly subscription for a higher storage capacity.
Conversational and Email Marketing
It’s never enough to run a lead or demand generation campaign to convert prospects into paying clients. Conversion will only happen if these leads are engaged with, but the team may not be able to handle an onslaught of inquiries from interested prospects. On the other hand, you may reach a wider scale of your target audience if you just rely on a couple of social media posts or display ads. It’s important to actively engage with leads for higher chances of conversion.
Chatbots like ManyChat for social media or Intercom for website embeds make it possible for you to provide your potential customers with immediate answers to common questions.
Meanwhile, the best way to make your business stand out from the crowd is by sending targeted email campaigns. MailChimp and Hubspot can be used for this purpose, which can be linked with N.Rich if you want a more comprehensive marketing strategy that will definitely catch your target accounts’ attention!
Numbers are always important when it comes to launching products and marketing campaigns. You can’t just publish random ads without looking at what your prospects need and just hope for it to go viral.
Your strategy needs to be backed by accurate and reliable analysis and there are tools to help you with that. SEMrush and Ahrefs, for example, do well in analyzing how well your website is doing vs competitors targeting the same keywords and target audience.
N.Rich also helps you understand your target accounts more by collecting buyer intent data. You’ll be able to determine when to engage with prospects who are open to buying your product.
Knowing what your prospects need doesn’t stop at analyzing the information you gather. You also need to translate your findings into ads that will actually convince your prospects to do business with you. One way to ensure that is to translate buyer data into valuable assets.
The assets you create will be used for publishing ads, A/B testing, and other marketing efforts. Some tools to help with that include InVision where product marketers and developers can collaborate on building designs and prototypes. Canva has also been gaining popularity in the graphic design realm. YouTube is a great medium to publish instructional videos, video ads, and webinars as well.
Growing Your Business with the Right Tools
Technology has made product marketing easier for companies, even those with no specific team dedicated to this task. The right tools improve and enhance outputs as well, making revenue growth more attainable. If possible, look for tools that can consolidate several functions or allow collaboration with other tools in one app.
For example, N.Rich can be integrated with several platforms including HubSpot, Marketo, Salesforce, and Eloqua. You won’t have to unnecessarily spend hundreds or thousands of dollars on tools that can’t give you the results you need.