Varying degrees of elevation is key
It’s easy to think of product marketing as the words, pictures and illustrations that describe what’s on offer. But these days (especially for more complex propositions), there’s a lot more to contend with. Commentators and analysts need influencing, key strategic partners need assuring, customers/prospects need lobbying and sales teams need inspiring. And that’s where our b2b tech agency experience can make the difference for products leaders, PMs and PMMs.
Every one of the audiences above need a degree of message elevation – beyond the binary information on the product. With decision makers coming increasingly from outside of the IT buying centre, the organisational impacts and business outcomes are increasingly important to portray. Using our tech agency exposure to hundreds of b2b and b2c product marketing challenges, we combine context with capability, together with raw product functionality to create pictures of what’s possible. Our proprietary ‘Message Elevator’ creates the right pitch for the product – ensuring resonance at the right levels – without resorting to hyperbole and over-promise.
