How to Increase Brand Visibility for a Product

It is well known that the ongoing pandemic has had a major impact on the way B2B marketers do product marketing. On average, B2B researchers perform 12 searches before looking at a particular brand's website. With few alternatives already out there to tackle this situation, statistics like this show clear signs that marketers should have a top-notch SaaS product marketing strategy in order to thrive during these times.

Among the hurdles B2B SaaS marketers must overcome is technology product marketing, followed by the lack of an accurate product marketing management technique. Additionally, the lack of brand loyalty, difficulty understanding user intent, the inability to convince customers to make a repeat purchase, and the availability of too many choices are some key barriers that marketers cannot resolve in the customer journey.

While the product marketing process is not getting any easier, questions remain like why product marketing matters, who is marketing my product to me, and how do we fight the battle between product marketing and product management. With too many ifs and buts, B2B product marketers seem to have a long way to go before they finally uncover the true potential of product marketing and everything that surrounds it.

In this blog, we're going to walk you through the core of product marketing and provide you with insights to help you build a product marketing framework that ensures maximum ROI. Let's begin!

Role of product marketing in B2B sales

Marketing a new software product simply means carrying out activities to increase brand visibility in order to generate more customers for that product. However, according to research from Deck 7, it has been found that product marketing also plays another role in accelerating B2B sales.

Positioning

Your product must be perceived by the right target group in order for it to achieve the desired profit. The product marketing method thus enables the correct positioning of your product so that it reaches your target group (TA). This activity is critical to educating your audience as well as your sales team about effective communication. This works well when you are running several new product marketing ideas. Here is an excerpt from a Media 7 interview with the CEO of the world's largest trade show and event organizer, which highlights the importance of the format you choose to market your product in the present scenario.

Understand competitors

While there are many ways to understand what your competitors are doing, product marketing is one way too. Knowing your competitors' strengths and weaknesses will give you an edge over them, allowing you to market your product in a certain way that will generate more sales.

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Determine TA

Identifying your buyer personalities is not limited to just demographics, but also their preferences, past buying experiences, and other such factors. Product marketing in this area offers ideas for marketing products, what kind of people to target, and how much they are willing to pay.

Align buyer journey

Whether it's an IT product marketing strategy or another B2B marketing strategy, product marketing plays an important role. Because when you understand your buyer's needs and requirements, you can better place your product. Product marketing aligns the buyer's journey and helps them make purchasing decisions that work in your favor.

Define product benefits

Product marketing is a great way to explain the benefits of your product. B2B SaaS marketers can plan and execute a product marketing strategy that highlights product strengths to convert potential buyers into couple customers.

Trailblazer for future publications

Once you've published a product, it's a continuous loop of seasonal product marketing. This is because a brand wouldn't stop at just one product. There will either be a range of products or different variations of the same product. Either way, product marketing helps gather intent data and customer analytics to help with any upcoming releases

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