How to Write a Product Marketing Plan [Template & Example]

Learn about effective product marketing strategies for both consumer entertainment and B2B industries. A long-term plan that spreads the budget over time can help keep your brand fresh in people’s memories until they need your product/service. Elements of a successful marketing plan include market research, competitive analysis, KPI tracking, and budgeting. Email marketing is still effective when personalized with compelling subject lines and value-driven content. Finally, understand the difference between planning and strategy to give your company the best possible chance of winning in its chosen field.

How Do You Plan a B2B Product Launch?

There is a lot of hype and stress associated with product launches in the marketing world.

Launches are crucial for consumer entertainment products such as movies, novels, and video games.

Consumer entertainment products face competition from alternatives, such as going on vacation or on dates.

Business-to-business (B2B) marketing is different from consumer entertainment marketing.

Only 5% of B2B prospects will be on the market for a similar solution to yours at any given quarter.

Spending all your budget on launch may not be effective because it only targets a small group of people who may forget about your product later on.

Recency is important in B2B marketing – reaching prospects when they’re ready to buy, even if it’s not during launch or this quarter/half-year/year.

A long-term marketing plan (1-2 years) that spreads the budget over time can help keep your brand fresh in people’s memories until they need your product/service.

Freshening people’s memory through consistent advertising can increase their likelihood of considering you when they have a need.

Buying behavior for B2Bs differs from buying behavior for consumer goods

What Is a Product Marketing Plan?

The video is about creating a product marketing plan.

A product marketing plan sets goals for promotion and ways to achieve them within a given period.

A product strategy is a high-level plan that describes what a company hopes to accomplish with its product and how it plans to do so.

A product marketing plan describes specific actions that should be taken to achieve the key objectives set out in the strategy.

The structure of a product marketing plan starts from macro analysis of the industry and gradually zooms into smaller aspects.

Must-have elements of a marketing plan include: Marketing audit, microeconomic environment, customer research, competitive analysis, SWOT analysis, marketing strategy, KPIs tracking and budgeting

Customer research includes demographics, behavioral analysis, and field experiments.

Competitive analysis involves defining competitors’ products/marketing strategies/content strategies

The marketing strategy focuses on the traditional four Ps of marketing (product price promotion).

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What Are the Steps to Create a Marketing Plan?

Marketing is essential for any business that wants to succeed.

A marketing plan helps understand the business, clarify goals, and keep everyone on the same page.

A marketing plan should consist of short- and long-term goals, target audience description, and high-level strategies/tactics.

Researching the market and competition is crucial before creating a marketing plan.

Identifying target customers allows for more informed and tailored marketing strategies.

Specific numbers should be included when outlining marketing goals in order to measure progress effectively.

Laying out a clear strategy from start to finish with specific dates or deadlines can help teams stay on track.

Budget considerations must be detailed beforehand as marketing can be costly with hidden expenses

Visme offers various templates for different industries such as restaurants, real estate, content companies, etc., making it easier to create a personalized plan quickly.

Infographics are an effective way of presenting information that people are more likely to retain than text alone.

How Do You Create a Go-to-Market Strategy?

“Go to market” or “go to market strategy” is a term used by many people with different meanings.

Marketing strategy and go-to-market strategy are often used interchangeably, but they are actually different.

The marketing strategy focuses on who to sell to and what to sell, while the go-to-market strategy focuses on how the organization will market offerings for success.

The go-to-market strategy impacts all functions within an organization.

It is important not to try and do everything in a go-to-market strategy, but rather to focus on the core issues for success.

A product roadmap should be created that highlights a product’s evolution, extensions, and entry into new markets.

Market background documents should accompany any offers added to the roadmap with relevant pricing, competitive positioning, etc.

The sales process must be clearly communicated in complex B2B sales with attention to titles/roles and concerns/issues/challenges faced by each role/title

Distribution strategies must be outlined, including direct sales force versus indirect channels such as e-commerce sites or channel partners (enabling/delivery).

Communication within/outside organizations about partner choices is critical to success.

How to Make Professional Email Templates?

Email marketing is still effective and personalized.

Tighter spam restrictions create an opportunity for authentic email marketing.

Click Magnets are short, conversational messages that rely heavily on a call-to-action to pique curiosity or trigger microcommitments.

Long-form storytelling emails build brand loyalty and provide opportunities to overcome objections in the reader’s inbox.

Fire sales emails offer discounts, strong reasons why, and scarcity to make quick sales for a limited period of time.

Soap Opera emails use serialized storytelling to create valuable touchpoints and strong connections with the audience, but require a thoughtful planning and storyboarding process.

The choice of email template should fit your brand voice and audience while nurturing your list with value and love.

A compelling subject line is crucial to getting readers to open your email.

Short emails have the power to garner clicks, but leave little room for customer objections or pre-framing a sale.

Long-form emails take time to write well, but can lead to higher conversion rates if they are powerful, engaging, skimmable, and format-friendly paragraphs.

How to Write Product Marketing Plan

The product marketing plan template is available for free as a Word document.

Start by considering the desired outcomes and primary goal of your marketing plan, including quantitative outcomes and deadlines.

Include secondary goals related to humanitarian efforts or brand awareness.

Define your target market, focusing on behavioral and motivational variables rather than demographics.

Identify sub-segments within your target market, such as current customers versus infrequent users.

Don’t forget to consider target partners and key influencers in your marketing strategy.

Determine your value propositions based on benefits, features, competitor benefits, and unique selling points (USPs).

Choose from seven marketing strategies: price, incentives/promotions, distribution channels, communication strategies (e.g., landing pages), product features/add-ons/services/warranties/guarantees/branding

Implement the plan with a calendar that aligns all aspects of demand generation/content/social media/SEO optimization/testing/measuring success/responding quickly to changing conditions

Download the one-page product marketing template from the link in the description for easy use

What Are 10 Marketing Strategies to Grow Your Business?

The speaker will provide 10 marketing tips, tactics, and strategies to help businesses grow.

The framework provided will guide businesses in generating new customers, leads, sales, and campaigns.

The Framework is a proven and strategic path that has been replicated many times over the past 10 years.

The first step is to start with the offer, either by finding people to sell it to or making something to solve their problems.

Goals are important but don’t need to be specific; they should be a guiding light for your campaign.

The target market is perhaps the most important element in all marketing because customers buy it when they feel understood.

Demographic details (age, gender), geographic details (location), and psychographic details (values) make up your ideal customer avatar (ICA).

Miracle miseries are things that make up the two different areas of your target market: fears/problems/pains/frustrations (miseries) and desires/wants/hopes/dreams/aspirations/pleasures (miracles).

Marketing materials should be created with these factors in mind so that they resonate specifically with your target market rather than trying to appeal to everyone in general.

Businesses should constantly evolve and adapt their marketing strategy based on data feedback from analytics/metrics while keeping their offer at the heart of everything they do.

Product marketing refers to activities and strategies undertaken to promote and sell a specific product or service. It focuses on understanding the target market, positioning the product effectively, and communicating its value to potential customers. Product marketing plays a crucial role in a company’s overall marketing and sales efforts.

Key product marketing objectives include:

Market Research and Analysis: Conduct market research to gain insights into customer needs, preferences, and behavior. This involves studying market trends, competitor analysis, and identifying target customer segments.

Product positioning and differentiation: Defining a unique selling proposition (USP) for the product and positioning it in the market to differentiate it from competitors. This includes identifying the product’s key features, benefits, and target audience.

Messaging and Value Proposition: Develop clear and compelling messaging that highlights the product’s value proposition and resonates with the target audience. This involves crafting persuasive and impactful product descriptions, taglines, and marketing messages.

Product Launch: Planning and executing the launch of a new product or a significant update to an existing product. This includes creating launch strategies, coordinating cross-functional teams, developing marketing materials, and ensuring a successful market introduction.

Pricing and Packaging: Determining the optimal pricing strategy for the product based on market dynamics, competitor pricing, and perceived customer value. In addition, define packaging and bundling options that align with customer preferences and market demand.

Sales Enablement: equipping the sales team with the necessary tools, resources, and training to effectively sell the product. This involves creating sales collateral, product guides, FAQs, and training sessions to ensure the sales team has a deep understanding of the product’s features and benefits.

Marketing campaigns: Develop and implement marketing campaigns to generate awareness, drive demand, and promote the product to the target audience. This may involve various marketing channels, such as digital advertising, content marketing, social media, email marketing, and events.

Customer Feedback and Insights: Collect customer feedback, monitor customer satisfaction, and analyze user behavior to identify areas for improvement and uncover opportunities for product enhancements or new features.

Product Lifecycle Management: Managing the product throughout its life cycle, from introduction to retirement. This includes monitoring market trends, evaluating competition, regularly updating products, and making decisions about product enhancements, line extensions, or discontinuation.

Effective product marketing requires a deep understanding of the product, the target audience, and the competitive landscape. It involves working with cross-functional teams such as product management, sales, and marketing to ensure a coordinated approach to positioning, messaging, and promotion. By effectively communicating the value and benefits of the product, product marketing aims to drive customer adoption, increase sales, and contribute to the overall success of the product on the market.