Product Marketing

Product Marketing is the outbound marketing of products or services to customers and the enablement of the sales team to sell products and services. It includes creating content to be consumed by customers and sales reps.  The product marketing manager determines what products will be offered, who the target market is, how the product will reach the target market and price.  Often times a “go-to-market” business plan is created that includes market segmentation and opportunity, competitive analysis, positioning,  lead generation, and sales training. Product marketing compliments other marketing functions including marketing communications (marcom), online marketing, PR/AR.

Content Marketing

Content Marketing, or digital storytelling, is the creation and sharing of content with the purpose to acquire and retain customers. It is focused on the individual target buyer needs with the goal to educate instead of constantly selling.  Good content marketing sends the right message to the right person at the right time.  It makes your buyer think and behave differently. It optimized through SEO and used in social media, e.g. blogs.  Content marketing must include strategic planning, content creation, distribution, and metrics for multiple stages of the buying cycle to multiple customer personas.

Solution Marketing

Solution Marketing has similar attributes as product marketing, however, you are targeting different buyers who have different problems.  Solution Marketing usually bundles several products and/or services to solve a different problem, e.g. including consulting services or customizing your product for a specific industry.