Product Marketing is Becoming Solution Marketing
I’m a product marketer at heart. I love creating and talking about products that can make peoples jobs easier, more fun, or deliver more to the business.
But for a while now product marketing has been less about the actual product or features, and much more about the solution.
No one cares that your latest feature automatically manages your subscribed and unsubscribed email list. Seriously, no one cares. However, people - in this case marketers - do care that this automatic list management save them time from manually updating lists, and also keeps them in compliance with CAN SPAM and other regulations.
My point: stop talking about feature xyz, and start talking about what it can do for them.
"Them" has increasingly become a nebulous term, especially in the age of targeting, behavioral targeting, and personalization. Messaging that is concise, solution-oriented, and targeted either towards individuals or individual user types will win everytime in this day and age.
As a result of this shift, product marketers and other content creators need to become more solution oriented. This is difficult as it means not only do you now need to know the product, and broad market-factors, but suddenly you need to understand users. Typically at a level that only Product Managers get when interviewing customers, or potential customers and talking about their business problems for features.
My friend, Steve Robins has a great definition of solution marketing:
A complete and integrated offering that includes everything required to solve a customer problem.
Taking this definition one-step further, Steve further illustrates what true solution marketing encompasses:
How to market and talk about these solutions is a topic for a future post, but they will become more prevalent to everyday marketers. Next time you write content consider what piece of the solution that fits into and focus on that element.
Product marketing is unlikely to disappear anytime soon, but given this shift, I feel like it will become far more solution oriented.