How To Pitch Your HR/Learning Tech Innovation

What Is Product Marketing?

Let’s say you have a brand-new software or online course you want to introduce to your target audience. Product marketing is the process of conducting a market intelligence report to identify your buyers and competition so you can create the perfect strategy. The best product marketing examples teach us that intriguing messaging accompanied by engaging visuals can sell your product quickly. This process has three steps. You start by identifying your audience’s pain points in order to tailor your messaging toward them. Then, you explain how your solution can help target buyers overcome their struggles. Once you figure all that out, you have to find compelling marketing techniques to promote your product.

Product marketing is often used by companies entering a completely new market or businesses that want to release a new solution within their current market. Naturally, it’s more demanding to get more customers when you are new in a field and you have to build your brand name from the ground up.

Let’s see how successful product marketing strategy examples can generate triumphant results.

In This Guide, You Will Find…

5 Steps To Create An Effective Strategy

1. Craft Buyer Personas

Any product marketing example starts by identifying the company’s ideal buyer persona. Who is going to purchase your solution, and what pain points do they have? For example, if you have an LMS that focuses on AI features like automated course feedback, you should discover which customers are more interested in this feature. Then, you should understand which industry or industries would benefit the most from your product. Maybe your LMS is ideal for IT companies but lacks the special technical knowledge of the construction industry. Additionally, marketed products should appeal to people’s goals. It’s not only about how your tech solution can help them overcome struggles, but also about helping them reach their objectives.

2. Make Your Positioning Clear

A market penetration strategy requires carefully crafted product positioning. What makes your product unique, and why should clients choose you over your competitors? So, not only do you explain what you offer, but also the key differentiators. Answer various crucial questions, including who this product was made for, what pain points it solves, why it is unique, and which features are ideal for your target audience. Don’t forget to delve into your company’s values. At the end of the day, customers don’t buy products; they buy partnerships with companies they trust.

To create a winning value proposition and get people to buy your product, start by using action words that intrigue customers. Make sure your tone aligns with your brand voice, as consistency across all platforms is key. Lastly, focus on the benefits of your entire product. Don’t make your entire marketing strategy about specific features. Everyone on your team, including different departments, should know your positioning so their work represents the same sentiment.

3. Set Goals

Not all product marketing examples have the same goal. Online marketing strategies serve many purposes. You just have to find yours. Depending on your market position, you may want to increase revenue by targeting your existing audience or by trying to steal your competitors’ buyers. Therefore, another goal might be to increase your market share and expand your business within the same industry. However, your goal may have nothing to do with expansion or revenue. You may simply want to engage with your audience and expand your online visibility. Gated content, like webinars and eBooks, is ideal for generating interest from potential buyers. This way, you get to show who you are and what you do, and they get to know you as a brand.

4. Set Your Pricing

There are two pathways you can take to price your product: competitive and value-based. With competitive pricing, you check what your competitors sell and how they price their services. If your product has pretty much the same features, but you want to sell more, you can price your solution lower than the average. If, however, you have included unique features no one else in the market has, you can charge a higher fee.

On the other hand, value-based pricing focuses on the tangible and intangible benefits your customers get from using your services. Therefore, your prices can vary. This marketing strategy example is great for new products with very few competitors or with unique and rare features. You can easily maximize your profit without having to worry about fierce competition.

5. Launch Your Solution

The last step in your product marketing strategy is launching, which involves both internal and external aspects. Internally, you want all departments (marketing, sales, and product) to be on the same page so your customer acquisition strategy delivers results. Everyone should know your product positioning, your buyer personas, the information featured in your demo, the key features, and the challenges your product solves. Additionally, you should create a sales enablement kit, a presentation, and a knowledge base so sales reps adopt the right selling techniques and your support team solves all issues.

Externally, you should craft a multi-channel marketing strategy that includes social media, public displays, events, and various content marketing ideas. Blog posts, content syndication, lead magnets, and paid ads are also beneficial. Banner ads can also help you stay on top of people’s minds, even if they don’t purchase from you right away.

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12 Product Marketing Examples To Inspire Your Journey

1. ClickUp

With project management software like Slack, Asana, and Miro, ClickUp had a really tough job when it entered the scene in 2017. While it was a little late to the party, the company followed a flywheel strategy. What in the world is that? Feedback became ClickUp’s best friend and closest companion. The company sought feedback on a daily basis, establishing strong loops with customers. Surveys and interviews were an everyday occurrence. So, in 2018, they released 287 new features that improved the user experience significantly. Once their improvements fit their buyer personas’ needs, they started implementing one of the best demand generation practices: organic content. They also created funny and engaging ads to beat the competition. As of 2024, ClickUp hosts 10 million annual users and generates $158 million in revenue.

2. Coca-Cola

If you’re looking for a product marketing example to dominate your social media strategy, Coca-Cola has one of the best campaigns in history. The company didn’t need a product campaign to introduce something completely new. In 2014, they released their Share a Coke campaign, where the label of their classic Coke bottle read “Share a Coke with ____.” They used the 250 most common American names, encouraging people to discover their own or their loved ones’ names on the label. As a result, people rushed to find the product and share it with their social media followers while tagging Coca-Cola. This personalized approach increased the company’s popularity even further. But what about people who couldn’t find their names on bottles? In the campaign’s 2018 reiteration, consumers could simply scan a QR code and add their names through a digital hub.

3. Apple

Do you remember when the very first iPhone was released in 2007? If not, we’ll remind you of one of the best product marketing campaigns. Attending MacWorld, Steve Jobs got on the stage and described the iPhone as an “iPod, a phone, and an internet communicator.” Apple’s product was not the first mobile phone with internet connectivity, a touchscreen, or a camera. However, Jobs focused on the user-friendliness and convenience of the device. He mentioned the benefits each feature has for users and talked at length about the on-screen keypad that popped up the moment you wanted to type something. The end result? The same we keep seeing to this day with each iPhone release: people camped out at Apple stores to buy the new phone. Another product marketing tactic Jobs followed was tapping into the existing clientele of the company, encouraging Mac and iPod users to upgrade.

4. Dropbox

Dropbox’s SaaS marketing strategy was truly a masterclass on referral marketing. It is undoubtedly one of the best product marketing campaign examples we’ve seen, and there’s good reason for that. Everything started when Dropbox started offering free storage space to everyone who referred a friend to sign up. And that friend would get free storage, too. Naturally, this approach created an endless stream of new signups. In fact, the company achieved a 3900% user growth within 15 months. So, why did Dropbox’s method work so well? Incentivizing people pushes them to voluntarily become brand advocates. Additionally, the platform made it very easy for people to sign up and use their storage space. As a result, their product marketing grew their business in the most extreme way we’ve seen without even spending a fortune on other marketing solutions.

5. Fenty Beauty

What does a beauty company do in this bunch? Well, it’s here to teach us how to be inclusive without saying you are. The multi-billion-dollar company founded by singer and businesswoman Rihanna based its entire existence on inclusivity. From the moment it launched its very first product, the company showed that its goal is to accommodate women of any skin color. For example, its foundations come in 50 different shades. So, it doesn’t just release products for many skin tones, like other beauty giants do, but for all of them.

But that’s not all. Fenty Beauty’s product marketing example proves that consistency is the most important thing for a brand to succeed. All digital campaigns feature women of different skin colors, sizes, and abilities. In fact, many campaigns feature people with disabilities and members of the LGBTQ+ community. In other words, the company doesn’t have to claim it’s inclusive, because its campaigns speak for themselves.

6. Slack

There is a reason Slack has 54 million monthly users. Let it be noted that the company entered the market in 2012 and was valued at $1.1 billion without having a CMO on board. They didn’t even hire an external sales team until 2016. So, how was it possible to build such a successful B2B marketing strategy? Slack’s founder, Stewart Butterfield, relied solely on his network to beta-test his software and spread its benefits through word of mouth. He simply asked his peers from other companies to test Slack and share valuable feedback. This approach allowed him to generate awareness regarding his product and understand whether his product fit the market’s needs.

Once this phase was complete, his team published a “preview release,” a term that created intrigue and excitement. Within a day, 8K people signed up, and the number increased to 15K two weeks later. Another reason why this is one of the best product marketing examples is that it created an enemy: emails. Slack basically told people that it’s here to replace one of the most hated communication methods.

7. Red Bull

Back in 1987, the energy drink market was basically nonexistent. Coffee was the only beverage associated with energy. Red Bull saw an opportunity to create a new, untapped market. By targeting college parties, bars, cafés, and libraries, the company used guerrilla marketing. They literally filled the trash with empty cans of their product. If so many cans are in the trash, it means that people drink the product, right? Apart from that, they enforced some other ideas to market their product. They started sponsoring various adventurous events, including races. One of the most famous sponsored events was in 2012, when Felix Baumgartner jumped from the edge of space down to earth, breaking multiple world records. Red Bull spent $30 million on this event, but it reportedly made $500 million in product sales. Behind their entire product marketing methodology was an emotion: seeking adrenaline and energy.

8. Chameleon

You may have heard of Chameleon, the SaaS product that is used by companies for product adoption, in-app messaging, and feedback. Basically, you can use it to onboard users, offering them in-app support, announcements, and surveys. Userpilot is one of Chameleon’s key competitors. At the core of the tool’s software sales strategy is its focus on engaging users while using the app. The personalized and interactive tours lead to higher user adoption rates and increased retention. So, instead of relying on emails and other forms of external communication, this product marketing example trains people inside the app with real-time guidance. Their customizable onboarding flows are meant to satisfy the different needs and goals of various buyer personas.

9. Squarespace

Do you want a platform where you can build and host your website? Squarespace is one of the best options out there. In fact, the company increased its revenue by more than $300 million between 2022 and 2024. This success didn’t come quickly. It took many campaigns and much determination to do it. The most famous ad was shown in 2015 during the Super Bowl’s halftime show. It featured actor Jeff Bridges sitting at a sleeping person’s bedside holding a pestle and a metal bowl, going “Om.” How is this a good product advertising example? Well, it shows that Bridges built his own website using the tool where he uploads his album of sounds. The ad also shows how you can stream, download, and order a vinyl record of the album. So, focusing on multiple features was crucial.

10. Mailchimp

We all know the benefits of email marketing and how it can help you grow your business in the most efficient way. The creators of Mailchimp knew that, too, when they decided to create their tool. Soon, they expanded their business and transformed their software into an all-in-one platform. Their example of a marketing strategy for a product shows their focus on small businesses and their willingness to help those grow without spending a fortune. Their promotional plan begins by allowing users to test out their tool for free for 14 days. Even if you want to buy the premium version, packages start at $3,600 annually. Mailchimp’s website makes it easy for small business owners to understand the benefits of using the tool.

11. Meta

Starting an advertising journey on Meta’s Ads Manager can be daunting to those who’ve never organized campaigns before. Newbies often wonder why they can’t create ads using their personal profiles. To solve all questions, the tech giant created Meta Blueprint, a knowledge hub where people can search for answers to their queries. They explain everything, from creating a business profile to selecting a target audience, choosing a budget, and picking ad formats. What’s even better is that these answers come packaged in descriptive videos, featuring screenshots and illustrations. With a combination of written instructions with visual aids and video transcripts, Meta’s educational platforms cater to varying learning styles. This product marketing example is genius because it shows users exactly how to leverage the many benefits of Meta’s ad platform.

12. Notion

Notion is a productivity and note-taking application that helps teams and their members organize their work, share tips, and manage shared and individual projects. The company launched its bright marketing campaign example, called the Notion Ambassador program. Users could host their own events, create templates, and share their knowledge with others. This approach allowed Notion to expand its reach and increase its users without forking out thousands in paid advertising. Additionally, integrations with tools like Jira and Slack made the app even more appealing to their target buyers. Right now, Notion is mostly known as a place where users can find a wide range of templates, from personal workload planning to marketing plan templates. Also, the heavy focus on community growth empowered people to use the tool without feeling any pressure to buy.

Key Takeaway

It’s quite obvious that product marketing content is pivotal when you want to grow your business, attack the competition, and increase your share of the pie. Getting more customers and expanding your visibility in a congested digital landscape is challenging, but this is where the top minds will shine. To start crafting your strategy, you should understand who you are talking to, meaning who your buyers are and what their goals and pain points are. A niche-specific B2B digital marketing agency can help you identify your market and advise you on how to make your positioning clear. Your product pricing should also be strategic.

If we can extract one common aspect from the best product marketing, it is that they know exactly what their product does and who benefits from it. Once you know that, you can use different marketing techniques. From Dropbox’s referral marketing triumph to Red Bull’s guerrilla marketing expansion, the options vary. It all depends on your budget, audience, and differentiators. Other companies may have an equally competent tool, but you may excel in B2B customer service and serve as an example to them. Just don’t limit yourself to traditional and digital advertising. Everyone does that. You want to be unique.