How Product Managers can market their products effectively?

Rohit Verma
4 min readMar 1, 2023

While Product Marketing is often associated with soft skills like empathy and emotional connection, it can also be a highly analytical and structured process. Effective marketing involves careful planning and implementing programs that are based on data and insights, and that are designed to achieve specific goals and objectives. By combining empathy and analysis, you can create marketing programs that are both effective and engaging.

Quick caveats about Product Marketing :

  1. It is important for the marketing team to be involved in the product development process from the very beginning. This allows them to provide input and guidance on the product’s direction and ensure that it aligns with the overall marketing strategy. As the product is built, marketing can continue to play a key role by shaping the story and messaging around the product, and by testing and iterating on the marketing plan as needed. By working together from the start, product management and marketing can create a more cohesive and effective product launch.
  2. Marketing can be used to prototype and test the product narrative, with the help of the creative team. This process should happen concurrently with product development, with each feeding into the other. By using marketing to experiment with different narratives and messages, the product team can gain valuable insights and refine the story before launching the product.
  3. The product itself is a key part of the brand, and the experience that customers have with it can have a powerful impact on how they perceive the brand. Marketing is involved in every customer interaction, whether it is intentional or not. Therefore, it is important to focus on delivering a high-quality product that meets customer needs and expectations, as this can be an effective way to build and strengthen the brand.
  4. Marketing and advertising efforts should not be considered in isolation. Instead, they should be part of a holistic and integrated customer experience that includes all of the different touchpoints and interactions that a customer has with your brand. From the initial ad that catches their attention, to the website that provides more information, to the physical product and its packaging, to the customer service and support, every aspect of the customer journey should be carefully designed and aligned with your messaging and branding. This will create a cohesive and consistent experience that reinforces your brand and helps build customer loyalty.
  5. The most effective marketing is based on honesty and transparency. Rather than trying to deceive or manipulate customers, the best marketing focuses on accurately and clearly communicating the true story of the product and its value. This involves being authentic, sincere, and genuine and presenting the product in a way that accurately reflects its features, benefits, and strengths. By telling the truth, marketers can build trust and credibility with customers, and create a stronger and more enduring connection with them.

An example of a Product Messaging template ↓

The product messaging should include all relevant information, such as the customer’s pain points, solutions, and motivations, as well as insights about the target audience.

Benefits of Product Messaging template :

  • In order to create a successful product, the messaging should focus on addressing the customer’s pain points and providing solutions from the start. The messaging template is a complementary text to the product’s features and functionality, and both should be developed in tandem to effectively communicate the product’s value.
  • The messaging template is a dynamic document that should be updated as the product and customer understanding evolves. It will never turn obsolete.
  • The messaging template should be a shared resource that is used by all teams involved in customer interactions, including marketing, engineering, sales, and support. This document should guide the messaging and storytelling for the product across all teams.

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Rohit Verma

Senior Product Manager @AngelOne, ex-@Flipkart, @Cleartrip @IIM Bangalore.