I began my journey with Nosto in January, 2017. I was hired as Nosto’s Product Marketing Manager and was immediately trusted with responsibilities new to the company and given the right amount of autonomy to provide me with a purpose, rather than just a job.
If I were to boil down these responsibilities to just a few core elements, they would be the following:
- Product positioning and messaging
- Product and feature launches
Before we look at them in turn, we can appreciate what they have in common: Discovering and bringing to the forefront the information which is most important to Nosto’s client base.
Product positioning and messaging
What does it mean to position a product or product line and define its messaging? Our Technology Partner, Shopify Plus, has defined it thusly:
“Product positioning is a form of marketing that presents the benefits of your product to a particular target audience. Through market research and focus groups, marketers can determine which audience to target based on favorable responses to the product.”
This means that I spend a lot of my time researching the market by meeting with Nosto’s prospective clients and existing customers, keeping up to date with industry trends and buzzwords, and understanding what our competitors are up to.
The end result is multilayered messaging which defines and highlights our unique positioning in our industry and market. By multilayered messaging, I mean that as someone interacts with our marketing material, they will progressively be presented with more detailed information about what it is that we do.
Let’s take an example: While it might seem like a quick win to mention our two patents, that information is not what someone wants to know about (or will necessarily understand) when they first land on our homepage. Instead, the homepage should clearly explain what it is that we do, why we do it, and how it benefits our customers. After this person’s interest is peaked and they continue on to a specific product page or encounter one of our product-focused eBooks or product one-pagers, the messaging will become more detailed and explain how that particular product works and what problems it solves. As they progress even further, they will read success stories about how our customers have found value and increased sales results with it. Finally, they will encounter our pricing information and a clear path to getting started.
Bringing new Nosto features to life
As a Product Marketing Manager, I begin working with a new product or feature already during its conception. While the Product Managers and Developers focus on how it will work and how they will build it, my focus is on what value it will bring to our customers and how to best communicate that value and its benefits.
When it comes time to launch the product/feature, the Product Managers and I follow product release steps which clearly define what deliverables are necessary to promote it and who is responsible for each phase of the launch. Deliverables can include in-product messages to our customers, emails to prospects, updates to our company presentations and website, new material such as an eBook or blog post, and even a new landing page or press release.
As a product’s life cycle progresses further, I ensure that our customers are aware of how to best leverage these products to their fullest potential. Oftentimes, this includes in-product marketing practices such as embedding helpful tutorial videos and tooltips into the product itself or displaying banners about newly available functionality.
If you’re interested in learning more about what successful Product Marketing looks like, check out my recently released book – The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company