How to Launch a Product Marketing Campaign

“It may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors,” said advertising legend Bill Bernbach once. The businesses in each of the examples in this article have used marketing to stand out. Utilize them to inspire your product management and marketing teams’ creative processes.

7 Key Steps to Planning and Launching a Successful Marketing Campaign | Marketing 360®

Who is involved in a product marketing campaign?

The process of a product marketing campaign involves a variety of teams and experts in addition to product marketers, such as:

Sales team

The sales teams collaborate closely with product marketers on campaigns to find and entice the right clients. The sales team provides sales enablement materials, which support making sure sales representatives are familiar with all of the products’ features.

Market research analysts

These experts support a campaign by scientifically and technically analyzing market research data from demographic surveys, questionnaires, and price-setting to produce trustworthy, quantifiable information product marketers can use in their product marketing strategy.

Content production

To create demos, tutorials, or landing pages for a product marketing campaign, input from other teams such as video and graphics production, web design, and advertising may be required.

What is product marketing?

The process of introducing a new or updated product to the consumer market is known as product marketing. Making sure consumers are informed about a product’s purpose and potential benefits, as well as messaging and positioning it for launch, are the main objectives of this kind of marketing. Product marketing seeks to increase demand for the product and encourage its use. Product marketers will pay attention to customer feedback and needs throughout the product’s lifecycle to improve their product marketing procedures.

How to conduct a product marketing campaign

Even though a successful marketing campaign will go through many stages, it must at the very least follow these seven fundamental steps:

1. Identify the product market

Determine the product market during the planning stages. The product market consists of the geographic area, the product type, the customer type, and the customer desires. Start by answering these questions:

These inquiries can aid in your market research and assist you in coming up with inventive ways to introduce your company’s product.

2. Create a buyer persona

Identify the potential clients and learn about their needs and preferences. List the qualities of your ideal buyer(s), highlighting the features of the product that each quality would be drawn to. Determine any issues that customers might have and how your business and product can help them by using the information from the product market questions.

Consider having the marketing analysts and strategists at your business compile data on market buyers of comparable products. It is simpler to market a product to potential customers when the target market is known, and the product’s buyer persona has been developed.

3. Establish unique positioning and messaging

You can create a positioning document to help you explain to potential customers how the product will benefit them once you’ve gathered information about the product market and customers. In order to explain what makes a company’s product unique, positioning and messaging use storytelling and compelling narrative to address potential customer questions. Additionally essential is that a product marketing campaign accurately positions the product and its features in the market.

Product marketers could inquire the following to determine messaging and positioning:

The focus of the marketing campaign can then be these satisfactorily addressed product questions.

4. Set product goals

The objectives you establish for a product marketing campaign will frequently vary depending on the product. Some common goals product marketing aims for might be:

5. Determine an offering price for the product

You’ll probably collaborate with other teams to set a product’s price or talk to other product marketers about whether the price should be competitive or value-based. Competitive pricing bases the selling price of a product on the cost of similar products offered by competitors. Value-based pricing bases a product’s price on the benefits it provides customers rather than on market conditions, competitors, or industry trends.

To ensure the success of your pricing strategy, consult with your sales and product development teams. These discussions can also be used to decide whether the price will be revealed ahead of time or at the time the product is released.

6. Inform internal teams of final launch plans

You can provide information to the product development team, sales, and marketing about how the product will be introduced to consumers, as well as pricing, features, and benefits for them to use in their respective phases of the process. Other information shared through the internal launch will include:

The launch process timeline, from the initial announcement to ongoing audience updates to product release, can be finalized as you meet with internal teams, particularly the product development team.

7. Launch product to market

Choose the channels that will be most useful for your product launch, such as:

Throughout the launch process, you can use a variety of channels. Consider, for instance, posting the product’s initial announcement on social media with a link to a landing page. The landing page might include a synopsis of the product and a schedule for its official launch.


How do you write a marketing campaign for a product?

Product marketing aims to increase a product’s demand and adoption among current customers. It focuses on the steps consumers take to buy your product, allowing product marketers to create campaigns to aid in this work.

What are some examples of product marketing?

There are six essential steps to develop a winning marketing campaign:
  1. Step 1: Determine Your Objective and Budget.
  2. Step 2: Identify Your Target Audience.
  3. Step 3: Create Your Message.
  4. Step 4: Develop Your Media Strategy.
  5. Step 5: Implement Your Marketing Campaign.
  6. Step 6: Measure & Analyze Your Results.

What are product marketing strategies?

8 Product Marketing Examples that Prove Perfect Positioning = Lifelong Fans
  • Billie.
  • Grow and Convert.
  • MailChimp.
  • Unsplash.
  • Airbnb.
  • Tesla.
  • Coca-Cola.
  • Apple.

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