Product Marketing Framework

Competitive Intelligence | Customer & Market Research | Go-to-Market | Positioning & messaging

Product marketing is an enthralling yet complicated area; there are a whole bunch of different concepts you need to master inside and out to satisfy your customers, motivate your team, and optimize your product. Enter our Product Marketing Framework.

It covers all the areas needed to navigate the product marketing journey from start to...well, there is no finish really, is there?

For each of the five fundamental stages: discover, strategize, define, get set, and grow, we’ve unpacked each of the cogs to arm you all the info needed to boost your understanding of pivotal topics, as you and your team strive to create something truly memorable.

The discovery stage propels your product marketing efforts; you should never presume you’re right, without completing the necessary measures. Seeking customer feedback, researching your competition, amongst other key steps, will equip you and your team with the information you need to begin formulating a strategy that’s relevant to your product and market.

The what, why and how of customer + market feedback
Customer and market feedback is an essential part of product marketing. Understand what it is, its importance, plus how to collect data and plan future strategies.
How to conduct win-loss interview programs
You’ll always win some and lose some. But every lead you have is an opportunity to learn, whether they convert or not.
The A to Z of market research
Ever wonder why companies obsess over market research? We explain what it is, it’s importance, and how it can be used to blow the competition out of the water.
How to get results with competitive intelligence
Ready to outdo your market rival? competitive intelligence highlights their weaknesses, and improves your product or service. Here’s how to set the wheels in motion.
Customer needs and how to meet them
Giving customers what they want and need is an essential part of product marketing. Check out our insights on how to identify and act upon customer needs.
How to test internal assumptions
Whether you’re bringing a brand new product to market or tweaking something you’ve already got validating assumptions early, iteratively, and accurately can make or break your success.
Reviewing and refining your product marketing efforts
Looking for opportunities outside of new products and features to make improvements and win more customers? Here are a whole load of areas to review and refine.
How to build a business case
In this article, we’ll be sharing our tips on how to confidently build a business case that gets heard.

Whether you’re considering your pricing, GTM plan, potential barriers, or customer acquisition methods, every product marketing team needs a watertight strategy. If your pricing isn’t appropriate, customers will look elsewhere. If you fail to account for a potential barrier, this could stunt your progress. Or, if your sales reps aren’t given sales enablement tools, they won’t perform to their potential. Pay attention to every detail; neglecting one area could see your team’s masterplan come to a grinding halt.

OKRs: The key when setting and achieving product marketing goals
Whatever your current mindset, you should be aiming for one place - the top. And if you’re planning on surviving your hike to the figurative summit, you’ll need to have a few essentials in place, including Objectives and Key Results (OKRs).
A beginner’s guide to customer acquisition
Objectives and key results (OKRs) are a pretty common talking point in the Product Marketing field and in our Slack community, week in, week out, we see tons of PMMs asking how they should, or could, measure their performance.
Everything you need to know about Go-to-Market strategies
Let’s assess your current situation: you’ve had your eureka moment, your killer idea’s smashed through the confines of your mind and landed in the lap of your stakeholders.
How to retain more customers
Repeat business is where you’ll make the real money. It doesn’t matter if you’re a B2B consultancy with a handful of major clients or a FMCG brand with millions- if you can’t get people coming back for more then you won’t be around for long.
The importance of internal communication and how to crush it
Communication’s a key trait that’s often considered an indispensable characteristic for product marketers, so much so, in the State of Product Marketing Report 2020, a resounding 79.8% of people we surveyed identified strong communication as the skill they valued the most.
The ins and outs of sales enablement
When your sales teams are given the right tools and materials, they’ll bring in more customers. Fail to do so and you’re single-handedly orchestrating a crash landing. Give your reps the resources they deserve, and guide them through the Mother of buyer journeys.
Common barriers when launching a product (and how to overcome them!)
Let’s check out some of the barriers you could face during a product launch, and more importantly, how they can be stopped before they build up the steam of a runaway locomotive.
How to identify a suitable pricing strategy
Having conducted competitor intel, and successfully built a business case, you’ve got the thumbs up from stakeholders. But before you can sit back and give your team a whopping high-five, it’s time to address perhaps the most important stage of the whole process: deciding on your pricing strategy.

As product marketers, we all strive to make a product that’ll leave our customers speechless. But first, you need to define the market you’re working in, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies. If you define your personas with aplomb, this bodes well for the rest of your campaign, skimp on the details, and you’ll rue your decision.

Positioning - finding a place for your product
Product positioning is the art of identifying and tailoring your product’s benefits to different segments of your target market.
Why narrative design will replace product positioning in 2020
“Why a narrative design? Because stories are everything. There is so much noise & competition in any market/any category today. Even if your product IS better, no one is going to believe it because that is what everyone is saying.”
Product messaging - the difference between good and great
As a product marketer it’s vital you take ownership of the message your product is sending to potential customers. If you fail to at the very least define your product, other people will define it for you, and you might not appreciate the outcome.
The what, why, and how of storytelling
Storytelling is a process used by product marketers to essentially communicate a message to their audience, via the combination of fact and narrative.
What is market segmentation?
Knowing your audience is marketing 101, but knowing how your product can benefit your audience in a market oversaturated with competitors takes a little more finesse. Segmentation arms you with the data needed to fulfill your target customers’ needs
Exploring the intricacies of user personas
User personas target the people who use your product or service. Every single company has their idea of what a perfect user persona is.
How to create buyer personas
Buyer personas are an integral part of any product strategy - existing, new, or pending. If done right, they equip you with the tools you need to effectively market to specific audiences in a way that resonates with them, targets their touchpoints, and increases conversions.
The role of use cases in product marketing
A use case is a specific situation in which a product or service could potentially be used. Given people buy the same product for different reasons, use cases can vary depending on specific circumstances.

Fail to prepare, prepare to fail; it’s an adage that’s particularly relevant to product marketing. Having completed copious phases in the process: thorough research, meticulous intel, to name a few, PMMs need to vault this vital hurdle to equip their teams with the knowledge they need to see the product thrive, via a combination of thorough training and sales enablement sessions, indispensable sales assets, as well as marketing campaigns.

Sales assets - choose your weapon
If the initial point of contact with a prospective customer is a battle, sales assets are the weapons you equip your reps with, and better equipped sales reps close more deals, it’s a fact.
Where product marketing and traditional marketing meet
Although they are two separate entities, product marketing and marketing often overlap or work alongside each other, with most product marketers playing an important role in crafting effective marketing strategies targeted at the right people.
Unlock your reps’ potential with sales enablement sessions
Sales enablement sessions are the ideal opportunity to put the sales reps on your team in the right frame of mind. They should be encouraged to ask questions to establish a firm understanding of your product and its features.
Using training to facilitate cross-departmental knowledge
Training sessions aren’t reserved exclusively for the run-up to launch. They can - and should - be used all-year-round to ensure all your hard work is front of mind, and people are continually refreshed on how to use assets

You’ve poured your blood, sweat, and tears into getting your product to market, but the hard work isn’t over. Your post-launch process holds as much importance as the stages building up to the excitement of the highly-anticipated launch; now, it’s time to prolong your efforts and oversee the development and growth of your product.

Analysis: the bedrock of product marketing
Analysis can give you the answers to the essential questions nipping away at the back of your mind, allowing you to not only beat the competition but also connect with your customers on a much deeper level.
How to optimize your product marketing efforts
When it comes to enhancing customer experience. No matter how well your product’s performing or how well you think your sales strategy is working, everything can be optimized at every stage.
Using customer feedback and win-loss interviews to improve your product
Customer feedback and win-loss interviews are among the most effective ways to gain a firm understanding of how your product has been received, and how you can make changes, where needed.
How to prioritize feature requests
Prioritizing feature requests is an ongoing process for product teams, you have to work together to consider the cost of the requests, market competition, and available resources as well as considering the business objectives, it can be a tricky balancing act.
What is a case study?
A case study is a testimonial outlining your customers’ success with using your product, explaining how your product’s key features led to benefits for your customer such as productivity and through increases and time and cost savings.

Loving what you've been learning? Then take it to the next level and get certified with Product Marketing Core; aka, the new standard of product marketing.

Product Marketing Certified - Core
Whether you’re new to the industry or a seasoned PMM, B2B or B2C, physical or SaaS, by the end of this course, you’ll have all the knowledge and tools needed to effectively and successfully attract and keep more customers.

Need a nudge to take the plunge? Here are some words of wisdom from a selection of PMMs' who've been there, done it, and secured their certification. 😉

Membership reviews | Product Marketing Alliance
Wanna become a fully-fledged PMA member? Looking for a little reassurance before parting with your $$$ (or £, or €, or ¥, or ₽, get the gist)? Dying to see what all the fuss is about? Then don’t. Go. Anywhere.