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New Product Marketing: How to Plan & Execute


By the point Robinhood launched, it had already gained virtually one million customers. 

The stock-trading firm known as out one of many greatest buying and selling ache factors (charges) of their tagline: “$0 fee inventory buying and selling. Cease paying as much as $10 for each commerce.”

Then they used a waiting-list product launch mannequin to create pleasure and FOMO whereas giving them entry to beta-model suggestions forward of launch.

Robinhood’s messaging aimed on the proper viewers, on the proper time and place, is what gained them one million subscribers earlier than they even launched. It’s additionally a major instance of profitable product advertising.

On this article, you’ll discover ways to strengthen new product improvement with product advertising so you possibly can ship on buyer wants.

Product advertising ensures new product improvement solves actual buyer issues

With out actually figuring out your clients, you possibly can’t create one thing they want. Product advertising helps you develop an answer your clients are hungry for. 

The product advertising workforce makes use of market analysis to information product improvement’s path. 

Conduct product advertising analysis earlier than growing a brand new product. Ask questions like:

  • Is that this one thing shoppers need or want? How does it assist them remedy an present downside?
  • Who’re they? What attributes do they share? Which of those attributes matter most to us?
  • The place can we attain them? What publications do they learn? Which movers-and-shakers can we befriend to entry them?
  • What’s the competitors doing? What gaps are they leaving unfilled?
  • What’s our USP? How can we guarantee we stand out from our rivals?

Product advertising helps you perceive who your model is promoting to, the place to play, and the best way to win. 

As a product marketer, you have to hold every division aligned, regularly optimizing the product and advertising and gross sales methods to fulfill buyer wants.

I’ll lay down 4 steps it’s good to take when launching a brand new product and clarify the best way to execute them.

1. Establish your splendid buyer by means of purchaser personas 

Purchaser personas gasoline effectivity throughout new product improvement. They’re an in depth archetype of somebody who represents your splendid buyer, recognized by means of intensive consumer analysis. 

It’s important that your purchaser personas symbolize actual clients that need to purchase your product, not who you hope they’re. 

Construct your personas from the underside up. Discover individuals who would purchase your product, then suit your personas round them.

Establish practical, testable parts to your personas. Then substantiate them with interviews and residential in on probably the most related real-life ache factors and challenges.

Be particular. Then mix personas with overlapping traits and section personas which can be clearly totally different.

There are a number of instruments that can help you do that. HubSpot has a Make My Persona Tool that takes you thru a workflow to ship a cartoon persona.

HubSpot buyer persona tool

From there, you’ll have to do some tweaking to make sure your purchaser persona comprises probably the most related data on your model.

So as to populate instruments like this with correct, useable data, base your workflow solutions on market analysis—not educated guesses.

A purchaser persona aligns your complete firm on what challenges a brand new product may remedy. It informs the way you’ll ship worth, the messaging technique, product improvement, gross sales technique, and so forth., so it’s price investing time to make this a helpful train.

2. Conduct market analysis to see the way you stack up

Establish threats and alternatives by digging into what your rivals are doing. Evaluation your rivals’ merchandise to determine the gaps of their choices.

Get your new goal buyer and any present clients concerned by:

  • Interviewing them; 
  • Sending surveys to listing subscribers;
  • Utilizing instruments to survey customers exterior your listing.

One of many greatest challenges when constructing a brand new product is discovering representatives of this new viewers to ask these necessary questions. That’s the place third-party websites may also help.

Wynter has panels of B2B specialist, mid-level, and senior-level audiences. 

Wynter B2B audience panel

Momentive targets each B2B and B2C customers.

Momentive product marketing messaging

Regardless of the way you conduct market analysis, design your questions to grasp the place present merchandise fall quick, what new options are most related or thrilling, and what clients count on subsequent.

3. Rally your entire firm across the new product

Product advertising is liable for positioning alignment throughout the corporate, together with why you’re upgrading your present product or including a brand new featureset, and the way you’re promoting it. 

There are a number of methods to do that:

As a result of product entrepreneurs are masters of the product and its positioning, you’ll transient all departments on property like gross sales scripts and advertising collateral. You’ll additionally assist create the go-to-market technique and outline the brand new product’s USP. 

The positioning and messaging doc you create will assist groups get a head begin, however you’ll be there to make sure alignment.

4. Use knowledge to information product improvement post-launch

Throughout the brand new product improvement course of, product advertising helps the product workforce with their analysis. This knowledge informs product ideation and iteration, serving to the product workforce make strategic changes as wanted.

Profitable new product improvement can’t occur in a vacuum. As responses are available in after launch, you’ll adapt your product to develop into a fair higher match.

Product advertising helps strategize, iterate, and finally produce a singular product worthy of demand.

Hearken to your greatest followers: Leverage shopper sentiment and anecdotes

Nobody is aware of your model higher than your present clients. Invite them to assist form your new product.

Conduct buyer analysis along with your advocates and dependable clients. Amassing voice of buyer knowledge helps you ensure that customers are experiencing your product in one of the best ways doable. 

​​In a Marketing Science paper, researchers outlined 4 facets of voice of buyer analysis:

  • Buyer wants described within the buyer’s personal phrases;
  • Hierarchical grouping of wants;
  • Prioritization of wants;
  • Segmentation of wants and perceived advantages by viewers.

The paper illustrates the important want to speak to your clients. It reveals them you care and that you just’re taking steps to resolve their issues. 

This analysis begins along with your present buyer base. 

CXL’s voice of buyer knowledge course recommends utilizing surveys and polls to ask open- and closed-ended questions. This offers you each quantitative and qualitative to grasp your clients’ motivations and targets.

Open-ended questions are useful for gathering in-depth solutions. Prospects can reply to questions freely, in writing or by way of an interview.

The downsides to open-ended questions are that interviews take longer, and survey questions get decrease response charges. Longer responses require extra of your clients’ effort and time. 

It’s additionally tougher to check outcomes between clients or segments on account of response variance.

Closed-ended questions encourage participation and permit for comparability. They are often useful for benchmarking, notion measurement, and direct questions that don’t require nuance to reply.

Nevertheless, there’s extra room for bias. 

Bias can creep in from the question creator (you) or from the respondents, that means you won’t get an trustworthy reply. It’s because the solutions are supplied by way of multiple-choice, sure or no, rating, and so forth., and questions can inadvertently information respondents’ solutions. It takes apply to design bias-free questionnaires.

Design a survey that helps you perceive your clients’ motivations and targets utilizing a mixture of the 2 query sorts. 

Ask questions like:

  • What pushed you to buy our product/service? This helps to grasp your buyer’s mindset on the level of buy. 
  • What downside does our product remedy for you? Your clients would possibly use your services or products past your authentic worth proposition. Asking about the issue it solves on your clients may also help you determine new audience segments.
  • Did you take into account any related merchandise? What helped you make your closing determination? This helps you perceive your competitors higher and helps you perceive your differentiating elements out of your clients’ POV.
  • Did you might have any issues earlier than buying our product? What helped alleviate these issues? Study the place you possibly can take away friction and optimize the client’s journey.
  • Are there instances you would like our product may do extra or carry out otherwise? This helps determine the issues that also exist.

These questions enable you to form your product technique. 

New product improvement can’t start with out product advertising

Ready till after launch to deploy product advertising is a mistake. Person analysis units the path for improvement, guaranteeing your new product solves actual issues on your clients.

Design a survey or conduct focus teams along with your audience to raised uncover their wants, needs, and motivations. 

Ask questions like:

  • In the event that they’re already utilizing a competitor’s product, why did they select that model? 
  • What do they love in regards to the product? 
  • What do they dislike in regards to the product?
  • What options do they want have been included? 
  • What made them pull the acquisition set off? 
  • How does the product deal with ache factors or targets they’ve?

Get to the basis of your clients’ behaviors and motivations to determine the top-priority options on your new product improvement. 

Solely when you’ve accomplished this analysis are you able to create an correct, helpful purchaser persona. Like this one from digital whiteboard platform Miro:

Miro buyer persona example

Making a purchaser persona primarily based on market analysis is important. SparkToro’s Rand Fishkin explains personas typically include:

  • Info with no enterprise utility;
  • Demographics and psychographic traits which can be hard-to-apply at greatest and stereotyping or biasing at worst;
  • Information that’s aggregated primarily based on casual interviews and guesswork alongside knowledge from surveys or market analysis instruments (with no indication of which of them got here from which sources);
  • Idealized variations of singular, consultant buyer targets that narrows, reasonably than broadens, to whom a product or advertising marketing campaign would possibly attraction.

These personas will not be helpful. Rand goes on to say what they need to include:

  • The data your workforce (or consumer) must successfully do their job;
  • Particulars about that data’s supply and accuracy;
  • Sufficient breadth to symbolize the vary of people coated by the persona;
  • Segmentation of these personas solely when there’s a related want to focus on, build-for, or market-to people in these teams otherwise.

Don’t make your persona-building workshop a pointless train. Substantiate each declare with knowledge and section into purposeful teams you propose to market to.

SparkToro is a superb useful resource for this. Utilizing search conduct, the platform affords a singular tackle viewers insights:

SparkToro audience intelligence report

Make choices with confidence figuring out your new goal buyer’s motivations (e.g., allocate advertising funds, tweak messaging, focus gross sales outreach, and so forth.).

Differentiate from the competitors (and your self) 

The market is saturated with lookalike merchandise. Zero in on differentiation to create a greater product that’s worthy of conversion.

Making a differentiation technique helps you in two methods:

  1. It helps groups align on what units you aside;
  2. It determines the way you talk your new product’s worth.

Conduct competitor analysis within the improvement part to raised perceive how your group compares.

This framework from Buffer may also help you establish your direct rivals:

Buffer competitor customer overlap framework

Competing manufacturers might promote to the identical buyer or promote the identical answer to a unique buyer. Your direct rivals remedy the identical downside for a similar buyer with an identical product.

Conduct a competitive analysis to analyze where similar products with the same audience fall short. Ask questions like:

  • Can you create features their products are missing?
  • Are there features where your competitors’ product is weak but yours excels?
  • What about your brand makes you better positioned to sell this particular kind of product?
  • Can you distinctly improve the user experience?
  • What can you learn from your competitors’ product reviews? 
  • Are there aspects of your competitors’ products that you can’t beat (e.g., brand recognition, labor-intensive features, etc.)? Is there a cost-efficient way to close that gap?

Create a full picture of your opportunities and threats compared to your direct competitors. 

Your customer research is invaluable here. Talk to your customers to understand their problems, then prioritize the features and experiences they care about most.

Feature or plan upgrades, as well as entirely new products, should hit on the customer pain points identified during your research phase. 

Ask yourself: 

  • Why should customers buy your latest release? 
  • Why can’t they get the same features from product A? 
  • Why is it worth jumping to product B? 
  • What have you addressed in product A to come up with product B?

New customers might come from your existing customer pool if you have an established product line. 

Determine your messaging for both new and existing audiences. Their pain points may not overlap.

Be transparent when communicating value with your customers. You’ve already identified your ideal customer’s pain points, so speak to that directly in your messaging.

CRM monday.com calls out its competitor, Asana, on a touchdown web page. 

monday.com competitor comparison landing page

monday.com also understands that empty words don’t mean much to consumers. They want to know where the true value-add lies. 

Further down on the site, there’s a way for buyers to compare the two products directly. 

monday.com competitor comparison features

In a table, monday.com compares their platform to their biggest threat, highlighting where they excel (tied to customer pain points). 

Asana’s landing page, against this, focuses extra broadly on the worth they create their purchasers, together with stats like: “Groups report they’re as much as 45% extra environment friendly with Asana.”

Asana customer-driven landing page

Stand out from the competitors and spotlight new merchandise for present clients by clearly speaking your USP. Tie this on to buyer ache factors to assist them perceive its worth.

Construct a successful product advertising and go-to-market plan

The place your product workforce focuses on making a profitable product, product advertising acts because the buyer’s advocate all through your entire new product improvement course of. 

In line with Epsilon research, 80% of at this time’s shoppers count on a customized expertise from manufacturers. 

And a constructive buyer expertise is tied firmly to a company’s success—yielding 20% larger customer-satisfaction charges and a ten% to fifteen% enhance in gross sales conversion charges.

Speaking to your clients instantly additionally deepens your relationship with them and makes them really feel heard. 

Prospects that see their issues addressed by means of your new product or product options will strengthen their affinity and loyalty towards your model.

This comes throughout in your backside line—a PwC report reveals that clients can pay as much as 16% worth premiums once they really feel appreciated.

As your product nears market readiness, create a product advertising and go-to-market plan that highlights the way you’ll elevate the shopper expertise. 

Constructing a customer-centric product advertising plan

A product advertising plan outlines the positioning, messaging, and worth proposition for a brand new product. 

This technique is what your groups will use to speak the worth of your new product and safe the perfect path towards a profitable launch. 

We’ve already coated a number of the work that goes into this plan, like creating purchaser personas. These personas are a key first step to constructing your product advertising plan. 

The analysis you performed to create these personas provides you a whole understanding of your clients’ ache factors, wants, challenges, habits, and motivations. You’ll use all of that data to construct out the product advertising plan.

Subsequent, you’ll leverage your aggressive analysis to conduct a SWOT analysis. A SWOT evaluation considers your product’s strengths, weaknesses, alternatives, and threats.

New product marketing SWOT analysis

You’ve already accomplished related work through the product improvement course of to grasp the best way to differentiate your product. 

Now, assess how a lot of that meant differentiation comes by means of with the ultimate product.

After conducting the SWOT evaluation, use your product’s strengths to create your product positioning and messaging. 

Positioning refers to your brand or product’s ability to influence buyer perception relative to your competitors. Your positioning should tell the story of your product—what makes it different, why you created it, what need or problem it aims to solve. 

Keep your customers at the heart of this positioning work. The story you tell through positioning should combine all the strategy work you’ve done so far to incorporate your ideal customers’ needs.

Let’s look at Privy. It’s positioned as “the ecommerce advertising platform for on-line manufacturers that have to develop gross sales.”

Privy product marketing messaging (landing page)

It instantly calls out Shopify sellers to allow them to know they’re in the fitting place: “One-click signup with Shopify.”

Messaging is a subset of your positioning. It outlines what and the way you’ll talk along with your viewers in regards to the new product.

Privy’s messaging communicates velocity by saying it’s the “quickest method to develop gross sales with electronic mail and SMS.” 

It tells guests precisely what they will count on: “construct your listing, save deserted carts, ship cash.” And it tells them they will do that “multi functional place.”

On the subject of messaging, consistency is essential. Share the messaging and positioning with gross sales and product to verify everyone seems to be on the identical web page about the best way to speak in regards to the product. 

Create an elevator pitch on your product that succinctly outlines the merchandise’ advantages and worth. Align on the tone and magnificence on your messaging, leveraging your purchaser persona to find out the best way to communicate to your clients at their degree.

This pitch will hold the entire firm on the identical web page in terms of interacting along with your clients.

Lastly, your worth proposition is the clear articulation of why clients ought to take into account your product above all different potential choices. Getting your worth proposition proper is essential for conversion.

Your worth proposition ought to make three issues instantly clear to your clients.

  1. Why your product is related: How does it remedy an issue on your clients?
  2. What the merchandise’ advantages are: Be particular in regards to the quantified worth of your product.
  3. How your product is totally different: Inform your clients why they need to purchase your product over your rivals’ merchandise.

Privy’s relevance (electronic mail advertising for on-line manufacturers), advantages (construct your listing, save deserted carts, and so forth., multi functional place), and differentiating assertion (the quickest method to develop gross sales) are all included of their worth proposition.

Positioning, messaging, and worth proposition are three necessary strategic pillars of the way you’re perceived available in the market.

Hashing out these three parts ensures your total firm is aligned on the distinct worth of the brand new product, the best way to discuss it, and what units your product other than the remainder.

Making a go-to-market plan 

A go-to-market technique is a guiding framework for who you’ll goal, the way you’ll promote your product, the way you’ll win in opposition to the competitors and a high-level launch timeline. Every aspect of this technique is influenced by analysis insights.

Whereas a product advertising plan can evolve as your product and the market shift post-launch, the go-to-market technique is extra mounted on the brand new product launch itself. 

Zero in in your rivals and differentiate

Differentiation is a serious consideration right here. Begin by understanding who the important thing gamers are, which you are able to do through the use of Gartner Magic Quadrants

Gartner magic quadrant example

It’s also possible to slender in in your rivals by conducting search engine marketing analysis. This helps you see who’s paying for advertisements in opposition to sure key phrases and the way they’re framing their product messaging. 

Like these outcomes for the time period “email marketing”:

Email marketing tools in the SERPs

After you’ve identified your competition, do deeper research on your three to five biggest threats. This should be a realistic view of your direct competitors.

Audit the positioning, messaging, and value proposition work you’ve done and figure out what your top differentiators are. 

Identify your launch audience

Build on your existing persona research to identify your launch audience. Select the segments you’re going to target and get even more specific.

For B2B products, develop a company profile. Narrow in on the industry, company size, and internal accounts that fit your product best. 

For both B2B and B2C brands, build out a customer profile, including their department, title, level, and demographics (gender, age, income, location, etc.). 

Beyond personal details, work out their challenges and pain points, specific to the product you’re selling. You’ll eventually tie these points to the features of your product and how you solve their challenges.

Finally, list the marketing channels where you can reach your ideal customer: 

  • What publications do they read? 
  • What related interests can you tap into (e.g., apps or other companies)? 
  • What social media or communications platforms do they use? 

Leverage this customer research to identify where, when, and how you’ll need to communicate with them about your new product.

For example, an email marketing company like Klaviyo would possibly goal advertising and gross sales executives at B2B corporations with 50+ staff. 

To succeed in this viewers, they may distribute content material by means of advertising blogs or commerce publications.

Klaviyo product marketing messaging

With a full image of your buyer, outline the product you’re taking to market. You first iteration might not match what you are taking to market—the identical product can launch below a unique identify, model, or messaging. 

To be taught this, ask questions like: 

  • Do a number of personas want your product? 
  • Are there a number of use circumstances? 
  • How would possibly it’s good to regulate messaging throughout totally different use circumstances? 

Many B2B merchandise and software program options can be utilized otherwise throughout totally different industries. 

Even in the event you don’t find yourself launching one product as a number of merchandise, you possibly can determine alternatives to replace your messaging primarily based on the persona you’re focusing on. 

Naming

Naming your product is maybe probably the most intimidating step. Of their Product Marketing course, CXL outlines five essential steps to name a product:

Steps to naming a product (CXL course slide)

Customer research is invaluable here. A name that doesn’t resonate with the customer can cripple a product’s success. 

Survey your customers to understand their associations with your kind of product, such as:

  • How do you refer to the process you do when you’re using [competitor’s] product? 
  • What words come to mind to describe this process or the problem the product solves?
  • How does using this product make you feel?

Names can be descriptive (literally describing what the product is or does) or branded (loosely related or unrelated to the product). Testing, voting, stakeholder interviews, and legal review will all help you determine the name that is the best fit.

Create your launch messaging and pricing strategy

Once you’ve determined a name, create product messaging that ladders back to the challenges your ideal customers are facing. 

Launch messaging should include short descriptions, use cases, key value propositions, differentiation, and supporting proof points. This messaging will inform your launch campaign creative, sales outreach, and product pages.

Develop a pricing strategy that takes into account the value you’re offering to your ideal customer. Pricing should pass the following tests:

  • Can you explain the price to your customer without being embarrassed? If the value does not align with the price, you risk letting your customers down post-sale or failing to get to a conversion in the first place.
  • Is your pricing easy to understand? Avoid “black box” pricing models, which set the price of a product based on complicated algorithms and sets of conditions. If you can’t explain the pricing easily, your sales team won’t be able to either, and you’ll leave customers confused and frustrated.
  • Can you leverage existing packages or offerings? Your existing products can help you gauge the appropriate price for a new product based on comparable value. You can also consider how your products might price out when combined in a single sale.

Consider acquisition

Use your customer persona(s) to determine how you’re going to acquire customers. Two common methods are self-service and sales-assisted.

Self-service relies on inbound customer activity. This method can leverage:

  • Ecommerce platforms and app stores, where customers find and purchase your product;
  • Free trials, which hook customers by allowing them to test out your product;
  • Upgrade triggers that move customers from free to paid products;
  • Conversion funnel optimization, bringing people through awareness, consideration, conversion, and, eventually, loyalty and advocacy.

Sales-assisted service is driven by inbound and outbound demand generation. Leverage your inbound marketing funnel to ensure a steady flow of leads for your sales reps’ outbound and cold prospecting efforts (as well as any account-based marketing strategies).

Build your timeline

Finally, determine a launch timeline. This outlines specific dates, such as:

  • When to have your GTM strategy completed;
  • When your GTM execution plan must be ready (and budget acquired);
  • The deadline for recruitment and onboarding of beta customers;
  • Training and sales development, and;
  • Launch day.

When determining launch day, consider what works best for your product and your customers. 

External factors to consider include major holidays that could drown out your launch, competitor releases, and industry events. 

Internal factors include product readiness, other company launches, and where you are in the sales quarter. 

Optimize for repeat buyers 

If your existing or new products don’t require repeat purchases, additional new product development can act as a retention strategy. 

Consider what add-ons you can offer your customers to increase purchase frequency. These can be products or services.

Can you offer a more personalized package for select customer personas (e.g., service upgrades like one-to-one consulting with your team, tailored reports, or performance data)?

Take Pipedrive, for instance. Its core product is CRM software program that helps gross sales professionals handle their buyer pipeline.

Pipedrive pricing page

In addition to multiple pricing tiers that help customers customize their purchases, Pipedrive has add-ons to additional assist totally different buyer personas. 

Pipedrive product add-ons

A LeadBooster add-on may be useful for a startup gross sales workforce trying so as to add results in their funnel for outreach. One other workforce might go for the Net Guests add-on to raised perceive on-line conduct.

By providing options that transcend the usual, bundled product, Pipedrive creates extra alternatives for added income and reveals its clients that it understands their wants. 

For B2C manufacturers, what associated merchandise are you able to promote to diversify your income streams? 

For instance, a motorcycle producer might solely promote somebody a motorcycle as soon as each 5 years. However providing a cleansing subscription field or bike path app may encourage clients to spend extra.

Conclusion

When accomplished properly, launching a brand new product may also help with two issues:

  1. Rising utilization or income of present clients;
  2. Penetrating new markets or goal segments.

Differentiation is essential in a crowded panorama the place many merchandise fail. Product advertising technique work helps your new product stand out.

Heart the shopper at each step of the brand new product improvement course of. Make sure you’re delivering on their wants and fixing their actual issues, reasonably than creating new merchandise for the sake of recent merchandise. 
Study and grasp the abilities it’s good to efficiently launch a brand new product in our Product Marketing Minidegree.





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