↑ Here's how we helped Julie Taylor, Product Marketing Director at Introhive ↑
Product Marketing Consulting
Clarify your ideal customer profile. Craft and test your positioning messages. A Product Marketing Consulting for B2B software and technology companies. With methods based on the behavioral science of the Diffusion of Innovations.
WHAT is product marketing?
Product marketing is a strategic business discipline at the intersection of your market, your sales team, your marketing team, your product team, and your partnerships team.
Product marketing strategy helps a product or brand develop and implement effective go-to-market strategies for its products or services.
Product marketers can provide valuable insights and guidance on identifying target markets, positioning products in the market, pricing strategies, and developing messaging and value propositions that resonate with customers.
WHY is product marketing important?
By working with a product marketing service provider, startups and technology companies can highlight and communicate competitive advantages by creating unique value propositions that differentiate their products from competitors. This can lead to increased sales and revenue growth.
Moreover, product marketing agencies can help identify new opportunities in the market and recommend new product features or enhancements that align with customer needs and preferences.
We can also assist in developing go-to-market plans that ensure successful product launches and ongoing sales success.
WHAT our product marketing consultancy solves?
These are the most common symptoms we help to solve with product marketing consulting services. If this sounds familiar, we can help you.
You feel uncertain about your positioning and competitive strengths to win in your market.
Your strategic positioning is based on internal guessing, not market beliefs and facts.
Your product/company is described differently across content sources and channels.
You feel that your product launches and press releases are going nowhere.
You have a vague or no prioritization of growth opportunities and target segments.
Your product is not included in roundups by industry analysts or research companies.
Your market doesn't get what you do or why to chose you over other alternatives and competitors.
Your competitors are perceived as better, or your product is in the wrong competitive set.
Alliances and partners are difficult to secure.
You have an incomplete understanding of the value drivers for your target audience.
Your sales reps, marketing, and other channels create and use their own positioning.
Your sales team complains about "high prices" and long sales cycles.
Packages, examples, deliverables and pricing.
Watch this video with everything you need to know to make your decision.
Some of the software leaders we've helped
Introhive: From product concept to a go-to-market strategy to overcome market objections and identify the path to sustainable growth.
THE CHALLENGE
Julie Taylor, Director of Product Marketing at Introhive, contacted us to launch a new product. When she told us about their need to introduce a software innovation in the sales tech space, she had the experience, expertise, and team to make it happen.
However, like many of our clients, Julie needed to extend her in-house team with strategy consulting expertise to bring an objective perspective on how the product would fit into Introhive’s perceived market position. Also, market-test the concept, prioritize their target market, craft differentiated messages, and design a complete product offering to drive product adoption by overcoming target customer objections.
Many of the go-to-market strategy core elements were there. They just needed to be focused, clarified, validated, and put together into a strategic plan aligned with how technology buying decisions are made (see Low-Risk Recipe™).
THE SOLUTION
We worked as an integrated extension of Introhive’s product marketing team, helping Julie’s team to gain an innovation adoption and market strategy perspective to bring new products to market.
We performed a market analysis by gathering feedback on the product concept from influencing experts in the market ecosystem of Introhive. We also conducted customer research interviews. This helped the team understand current market beliefs, the competitive landscape, and potential objections to adopting the new product.
Armed with the market analysis findings, we designed:
- Ideal customer profile.
- Complete solution offering to drive market support by reducing objections and adoption frictions.
- Messaging platform, value proposition.
- Sales enablement assets aligned with market beliefs.
- Messages to onboard early adopters for the beta program.
- Product, sales & marketing alignment plan.
- Beta program & product launch roadmap of activities.
We also advised an early adopter program execution to continue learning and refining the GTM strategy.
Julie was so delighted with the results that she extended our initial engagement to design and advise on go-to-market strategies for the success of their new products and innovations.
Sincrolab: 50% sales cycle and CAC reduction by enhancing the market position with a new segmentation and ideal customer profile.
THE CHALLENGE
After closing a financing round in late 2021, Sincrolab had a runaway of 18 months. They needed to make the most of their funding round to gain as much traction as possible and secure the next round before mid-2023.
Sincrolab approached its demand generation strategy by generating sales through BOFU lead generation tactics with a broad positioning. They also invested in advertising and hired sales closers. At the same time, their product offering was based on heavily developing a core product with multiple features.
Five months after working with this strategy, Rebeca, the new CMO at Sincrolab, thought they might be having go-to-market inefficiencies delaying their growth. They had too many low-quality leads, very long sales cycles, and high CAC.
THE SOLUTION
Rebeca confirmed her suspicions after talking with our product marketing consultants: they were using hyped mainstream tactics, whereas Sincrolab was creating a new market: prescription-based digital therapeutics for ADHD.
A mainstream GTM strategy doesn’t work for early markets – and the other way around.
We acted as trusted Product Marketing leaders for Rebeca, who used our proprietary gtm model based on how new technologies and innovations are accepted and bought by humans.
Sincrolab moved away from a broad positioning by narrowing down its primary target market and value proposition. They divested generalist advertising and invested a reduced amount in targeting the new persona. Also, they reallocated sales closing (BOFU) resources to develop and educate their early market (TOFU).
Lastly, Sincrolab applied The Brand Differentiation Wheel™ to build a lower-risk perception value proposition. The Wheel guided them in creating a new service to prescribe its software with in-house psychologists instead of spending all its product investments on software developers to build new core features. This has proved to be instrumental in reducing sales cycles.
THE RESULTS
A quarter into the implementation of the new strategy, Rebeca’s team achieved:
- 50% sales velocity acceleration
- 48% CAC reduction
- x2 B2B closing rates
After our engagement, Rebeca loved our angle and team, and joined us as a health tech expert.
Product marketing consulting offerings
All our product marketing consulting packages start with a risk-free online workshop to analyze your current situation and test the waters before you invest more money and time.
Storytelling
Add-on
Align your team and convince customers with a new story in 2 weeks.
→ Get a Unique point of view (PoV) narrative..
→ Strategic Narrative Deck that you can use to align your team, rise money and drive sales.
→ 2 x Iterations
→ Delivery Session
PRICING: $4,500 one-off
(*) You need to add the basic positioning package ($4,500) prior to working on this add on.
Positioning
Strategy Package
Clarify your positioning strategy in 2-3 weeks.
→ Get targeting advice (what target market to dominate).
→ Clarify and define your Ideal Customer Profile (pain points, jobs to be done, outcomes).
→ Craft a Low-Risk Value Proposition™ that resonates with your ICP.
→ Create a differentiated product positioning strategy with top capabilities to highlight.
→ Get a messaging canvas with the key messages to communicate in your assets.
→ Get a video with website and sales pitch feedback based on this strategy.
→ Product launch plan (or repositioning) sequence (action items).
→ Delivery session.
PRICING: $4,500 one-off
(*) We always start here to make sure your messaging and story fits with the behavioral profile of your market.
Website Messaging
Add-on
Get a fresh home page messaging in 2 weeks.
→ Home Page Wireframe with new messaging according to the positioning findings.
→ 2 x Iterations
→ Delivery Session
PRICING: $3,000 one-off
(*) You need to add the basic positioning package ($4,500) prior to working on this add on.
What exactly can we do for you: product marketing deliverables
Sales & Marketing Enablement
✔ Marketing and sales assets for events
✔ Product landing pages
✔ Product pitch and battlecards
✔ GTM strategy workshops and cross-functional collaboration sessions
Product or Brand Positioning Strategy
✔ Customer, competitor and market research
✔ Target market or ICP identification
✔ Ideal Customer Profile Development
✔ Value Proposition Design
✔ Positioning and messaging playbooks and guides
Validation, launch & Distribution
✔ Messaging and Value Proposition testing
✔ Channel, ecosystem and partner strategy and identification
✔ Product launch communications plan
✔ Early customer seeking, onboarding, and interviews