How To Build The Perfect Product Marketing Campaign

  1. An understanding of the product, inside and out
  2. The ability to predict industry trends
  3. Shaping the product by understanding the needs and wants of the target market
  4. Helping to set the right price
  5. Eyes on what the competitors are doing at all times
  6. Communicating the product to the market

8 Steps For Building The Perfect Product Marketing Campaign

When your new product is almost ready for launch then it’s time to start thinking about your “go-to-market strategy”. This is essentially your plan of action for how you’re going to launch your new product to the world. Don’t just put it out there and hope for the best. Having a solid plan in place will help you get to where you need to be.

  • Subscription-based pricing
  • Value-based pricing
  • Tiered pricing
  • Price skimming
  • Competitive pricing
  • and more!
  • Awareness: The buyer is aware that they have a problem.
  • Consideration: The buyer has narrowed down their options and is beginning to evaluate the available solutions.
  • Decision: The buyer is ready to do something about this problem and make an informed decision on the right solution.
  • Pay-per-click advertising
  • Social media
  • Email marketing
  • Website
  • Content marketing & SEO
  • PR & Events
  • Revenue
  • Product usage
  • Frequency of high-value actions
  • Customer lifetime value (CLTV)
  • Close rate
  • Average cost per lead
  • Average contract value
  • Customer acquisition cost
  • Usage of product marketing assets
  • Net promoter score
  • The keywords they are targeting to ensure you are including them in your own marketing strategy. Use tools such as SEMrush and Ahrefs to help you with this.
  • What sort of posts are gaining the most traction on their social media channels. This will help to guide your own social media marketing strategy.
  • What sort of content they have on their website, and determine if there is something you can do better than them.
  • The additional features they are currently working on or set to release. If they keep adding value for their customers and you don’t, you’ll fall way behind.


Having a proper marketing plan in place for your product ensures that it is seen, used, and discussed by your target audience. In this article, we’ve only scratched the surface on these 8 key areas to provide you with a starting point on building the perfect product marketing campaign. Take the time to get to grips with each of these elements and you’ll be well on your way to launching a product that delights your customers and brings huge success to your brand.



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