Product Marketing

Systems, Incentives, Revenue

Product Marketing is the systematic promotion of an incentivized solution to further generate revenue or value for a consumer or business. That’s a bit wordy but hang on with me. 

Systems

Systems are beautiful things, they allow you to organize, educate and get to market quickly and thoroughly. With a proper system both material and technological, engineering, product management, marketing, sales and support can be aligned to provide a consistent message and increased value to customers and company.

Incentives

Most of marketing involves speaking to an unmet need. That’s an incredibly powerful emotional appeal. However that’s a question of what should be, not what could be. What could be is driven by incentives. When marketing any product you always a million dollar questions, what are a customer’s incentives? A server farm doesn’t get new servers due to need, they get new servers because they are incentivized to keep up a SLA. A company doesn’t buy a new piece of equipment due to need, they buy new because they are incentivized by more output. Speaking to a persons’ incentives will drive behavior and allow them to take action.

Revenue

A company’s first thousand leads will convert at a higher rate than the next thousand and so on and so on. Thus a company needs more and more leads to support a base level of revenue. That is a losing position. Leads do not make a successful marketing department, revenue does. That is why I prefer a mid funnel focus to convert leads more efficiently and increase revenue faster. Educate more, reach out in time, and increase revenue.