SELLING YOUR VALUE
Product marketing is the process of bringing a product to market using compelling, innovative positioning and messaging, and ensuring your sales team and customers understand the value proposition. It is at the intersection of product, marketing, and sales. Effective product marketing then drives demand, usage and overall success of the product. Our process begins with market and competitive research and then we conduct a SWOT analysis with your sales and marketing teams. We next evaluate your brand image, value proposition, and product messaging. We pull it all together by helping you evaluate pricing, create a product launch plan, train your sales team, set up metrics and a review process. Build Ideal Company Profiles (ICP), Personas and Align with Sales.
RESEARCH
Conducting primary and secondary market research is an important first step in product marketing because it allows you to understand desired product features and assess current products in the market. During our primary research phase, we plan out personal interviews, group surveys, and focus groups with your potential or current clients. We help prepare questions to get answers about the demand and current products in the market.
REVIEW & ASSESSMENT
We provide a detailed product review, ensuring its features are appropriately positioned in the market, the value proposition is clearly communicated, and how the product solves the customer pain points is evident in all marketing materials.
PRODUCT ROADMAP
Product marketing roadmap is designed and implemented to ensure demand and product adoption continuously grow and that the product remains relevant as the markets evolve.
SALES ENABLEMENT
Sales and marketing teams have traditionally worked separately for many reasons - ranging from siloed technology to different incentive structures. We help you bridge that gap and ensure you leverage your marketing content across the sales channel and get buy-in from your sales team on your marketing plan.
MEASURE & REPORT
We help you set up the right metrics to ensure your product messaging is working. We help collect feedback from existing customers on what is working and what needs improvement and help you feed this information back into your organization.
Results
- Buyer personas that provide structure and insight for the marketing program.
- Positioning and messaging that attracts and converts prospects and leads.
- Sales tools and resources that help optimize your teams productivity on a daily basis.
- Competitive intelligence that gives the team a deep understanding of the market.
- Strategy and launch plans that outline how the product will be promoted and sold.
Alta Mira Marketing plays a vital role in executing the right message to the right audience in the right channel so you can deliver a strong pipeline.
Alta Mira Marketing jumps in to plan, promote and coordinate your events so you can focus on targeted follow up activities that help close new deals. It is a win-win!
Alta Mira Marketing competitive intelligence and product marketing process helps you understand your product strengths and positions your brand as a product leader in your category.
