Updated: Jul 18
We developed the Cross Pollination Growth Blueprint approach to product marketing strategy that involves cross-pollination of product and marketing strategies through the product lifecycle to define products through the go-to-market strategy. It consists of cross-pollination of teams and strategies to gain a deep understanding of the market, competitors, customer needs, and preferences, then leveraging that understanding to inform product development to define products and their corresponding messaging, positioning, and go-to-market strategy.
B2C Product Marketing Agency: Cross Pollination Growth Blueprint - A holistic approach to strategic product marketing
By understanding the customer's needs, preferences, and pain points, you can create products that stand out in the market, differentiate themselves from competitors, and meet the customers' expectations. This can lead to more successful go-to-market product launches, higher customer satisfaction, and increased revenue.
Cross Pollination Growth Blueprint's Strategic Product Marketing Approach: Move from tactical to strategic
Some critical components of a holistic strategic product marketing approach include:
Discovery: Define the need - Use customer research, customer usage data, and market insights to understand your target audience's needs, preferences, behaviors, and shifting trends. Competitive research also helps to identify areas of opportunity and points of differentiation. Bring all three together and apply market sizing and impact analysis to aid in prioritization.
Definition: Defining the right products to build - This involved bringing product and marketing together to help define the product MVP (or MLP - ie, the minimum product you need customers to love) or working together to prioritize the roadmap
Development: Build products and Go-to-market - Cross-pollinating product and marketing strategies teams to ensure the product continues to be developed with the customer in mind and meets their needs and expectations. As emergent decisions arise, it is also essential that these decisions consider the product or service's proposed positioning and vice versa. Positioning and messaging that resonates with your target audience and communicates the product's value and how it solves their needs should be solidified at this stage - and messaging is iterated to match the emergent decisions.
Introduction: Launch and learn - during this phase, it is about activating and continuing testing of the message and tactics to understand what works best. The GTM strategy can be refined over time based on feedback and changes in the market. A successful GTM strategy helps a company achieve business goals and drive growth.
Growth: Use full-funnel strategies to drive usage, retention, LTV, and advocacy: Support ongoing product efforts to maximize adoption and test and refine marketing messages throughout the funnel - iterating as needed. Additionally, it is essential to find opportunities to cross-sell/upsell or what can drive more usage. For your biggest advocates - speak to them and amplify their voices to help drive greater LTV and feed the acquisition loop.
By taking a holistic approach to product marketing, you can create products that truly resonate with your customers and drive business success. A holistic approach also ensures that the product or service will meet the customer's needs and achieves the desired business outcomes leading to faster product market fit.
3 Key Takeaways from this post:
Strategic Product Marketing can help define the product to achieve product-market fit faster and develop full funnel go-to-market strategies to fuel growth.
Product Marketing is a science: Data and insights are the foundation through every step to inform decision making.
Collaboration with product and marketing has to happen early to yield the best results
At B2C Product Marketing, we take a holistic approach to product marketing. It's our main point of differentiation vs. other product marketing agencies or consultants. If you want to up-level your product marketing efforts, we offer various consumer product marketing services to meet your needs. Contact us now at B2C Product Marketing for a complimentary 30 min strategy session to discuss your business needs and goals and make our differentiator your competitive advantage.