Product Marketing is Evolving… Is Yours?

The customer-facing role of product marketing is rapidly changing. Customers are driving the sales process and expect a more hands-on interactive experience as a result of the consumerization of technology. As a result, companies need new ways to captivate and engage their customers to shorten the sales cycles and drive revenue. Product marketing is playing a pivotal role in this evolution. To tell an effective story, product marketers should incorporate these five trends:

1)     Product marketing takes a strategic role in content development  – When it comes to content, it’s usually the marketing communications team that takes the lead in content creation and distribution, but it is time for product marketers to take a larger role in content marketing efforts. Product marketers are the ones that understanding the buyer’s business challenges deeply enough to determine what content will alleviate concerns and answer their questions. Product marketers should be the ultimate content gatekeepers to ensure that the organization doesn’t create tepid, diluted content that will be too generic to truly engage anyone.

2)      Customer Drives Immersive Product Experience – There is a growing trend — customer driven experiences at every stage of the buying cycle.  Companies need to create more opportunities for customers to experience the product before they buy. Product marketers will want prospects to immerse themselves in a hands-on interactive experience virtually to dive deeper into products on their own terms through supplementary content and sensory experiences. In doing so, marketers can expand their reach to global customers by leveraging these interactive experiences on the web and mobile devices. From controlling their own experience, the prospect will gain and retain more product knowledge, making them a more informed purchaser, resulting in shorter sales cycles.

3)   Capitalizing on the Importance of Visual Storytelling – Successful B2B marketing content must have an engaging and storytelling component, as sales cycles are long and the need to engage an audience is pivotal. To do this, marketers are turning to visual storytelling. With 65% of the population being visual learners, these type of visual experiences captivate and engage. These experiences are particularly effective because the brain processes visual information 66,000 times more quickly than text! Viewers become more than spectators when engaging with a story: they become brand ambassadors, sharing the stories with other people, talking about what they learned.

4)    Integration of reusable product marketing content across all channels and increasing importance on mobile — Product marketers must create more relevant, reusable marketing content that can be integrated in multi-channel campaigns. Mobile Apps are the growing future of product marketing, used to easily demonstrate products, quickly disseminate updated product information to Sales teams and customers alike, and providing an unique touch-driven platform for marketers to capitalize on. By ensuring that you content isn’t strictly developed for the web, or a particular device, savvy marketers are repurposing content across venues to create a seamless customer experience.

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