Product marketing is a tough job—but today’s technology tools can help. Here are three tech tools your product team needs to rely on.
Product marketing is at the heart of your company’s offerings. From understanding what customers want to creating products that defy what’s already on the market, this department is one-part inventor and one-part trend spotter. Luckily for product marketing departments—and the marketing teams that support them — today’s technology tools are making it easier to deliver a home run every time. Here are three classes of technology your product marketing team shouldn’t be without.
Audience analysis tools: Understanding your customers is the most important component of delivering a successful product every time. Today’s product marketers have access to much more detailed and effective information about their audiences. Audience analysis and profiling tools go beyond the basics to integrate different streams of knowledge. From detailed buying information to more nuanced demographics, product marketers can really hone in on whom they’re serving and what those audiences want and need.
Concept testing: You’ve leaned into market research and relied on multiple factors to help guide your decision-making process. You’ve talked to your frontline people, assessed the market, scoped out your competitors, and more. Now you’ve come up with a variety of different ideas. With concept testing, it’s easy to get market feedback on your ideas without a heavy investment. Digital concept testing, for example, allows marketers to test ideas with a product sketch and sample description. Compare options to find out what works best and which options resonate with buyers.
AI trend analysis: Artificial intelligence (AI) and the development of analytical algorithms are providing another solution for product marketers. It’s one thing to collect reams of data. It’s another entirely different thing to make sense of that information and find patterns within it. With advanced analytical tools, product marketers can zero in on buying trends, information in Google searches, and much more to create data-driven opportunities for future content development. They can also help find patterns in the behavior of current customers, to identify needs and opportunities moving forward.
For product marketers, an increase in technology has created deeper visibility into what customers need—as well as what they’ll actually buy. By incorporating these insights, it’s possible to develop more successful products and stay in tune with the market.