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Passport Marketing Jam
Product Marketing Checklist
Market research and analysis
Conduct market research to understand customer needs, preferences, and pain points.
On-goingly analyze market trends to identify marketing opportunities and threats
Conduct TAM/SAM analysis to identify and understand market opportunities
Continuously monitor competitor products and strategies to identify market trends and potential areas of differentiation (i.e., competitive analysis)
Target audience definition
Define target audience
Create integrator sub-personas to guide marketing strategies and messaging
Product positioning and messaging
Develop clear and compelling product positioning and messaging that highlights the unique value proposition and addresses customer pain points
Go-to-market strategy
Create and execute GTM plans that outline how the product will be launched and promoted in the market
Develop CTAs & marketing funnel to drive self serve adoption
Marketing/sales collateral development
Collaborating with the design team to create various marketing materials such as website content, sales presentations, case studies and 1-pagers.
Sales enablement
Provide sales teams with the necessary tools and training to effectively sell the product, including:
sales guides/decks
FAQs
competitive comparisons
Pricing strategy
Collaborate with product managers and finance teams to determine the optimal pricing strategy based on market research and competitive analysis
Product launches
Orchestrating successful product/feature launches (as necessary) and ensuring all teams are aligned with the launch plan.
Performance tracking and analysis
Monitor the product's performance in the market
Analyze key performance indicators (KPIs) to measure success and identify areas for improvement.
Customer feedback and insights
Gather feedback from customers and prospects to identify product strengths and weaknesses and drive product improvements.
Build out case studies of strengths, report back weaknesses to the team
Product lifecycle management
Manage the product throughout its lifecycle, making recommendations for updates, enhancements, or end-of-life decisions.