When it comes to product marketing, the more tools you have at your disposal, the better. As one of the industry’s newest roles and disciplines, product marketing covers a wealth of different areas and requirements. From understanding the personas of your target audience to carrying out research, monitoring your competition to understanding changes and shifting requirements, product marketing covers a vast area. While conventional marketers are building on a foundation of new customers, product marketers focus on an existing customer base – making it even more essential to differentiate the two.
So, what product marketing tools are worth the investment? Here are just a few of the smart additions you may want to utilise at the various stages in the product marketing process:
A well-known and highly regarded tool to learn more about and fully get under the skin of your customers, Segment provides a window into product analytics across the board. With data sourced from Salesforce, Social Media, Google Analytics and more, Segment allows you to see overarching trends and even create personas for use in your marketing activities.
Effective product marketing relies on harmony between sales, product, and marketing to be successful. Project management tools offer a way to make those tasks, goals, and collaborations readily available to everyone that needs to be involved. Trello’s flexibility and practicality with lists, boards and cards make it easy to understand product marketing workflows and see ownership immediately. For advanced organisation, Trello can’t be beaten.
A simplified and easy-to-use alternative to Illustrator and similar tools, Sketch offers the ideal product marketing tool to create mock-ups, assets, and quick examples of designs you’re testing out. Incredibly popular in the product and design sector, Sketch is specifically made for UX and UI in mobile and web development, with the ability to transition design into code directly. To save time and create assets quickly, Sketch is the ideal addition to a product marketing toolkit.
For in-depth analytics on website engagement and the effectiveness of landing pages, Crazy Egg is an incredible tool. Using a unique heatmap tracking visual report, Crazy Egg allows you to see what works and what doesn’t for your audience at a glance. Changes can then be made within Crazy Egg for testing of minor details such as titles and calls to action, allowing for immediate results.
HubSpot is a well-known tool for marketers in general, but for product marketing, this suite is just as essential as it is for any other type of marketing. With a broad range of functionalities, including CRM, email marketing and document management, HubSpot is a highly functional final stage tool for creating email sequences, optimising landing pages, and embedding calls to action.
We’re going to assume the majority of you know this one but in case you don’t why do product marketing managers love it? Well in typeforms own words “One question at a time — like a conversation — keeps your audience engaged. You get more thoughtful responses, and higher completion rates.” What more could you want from a tool?
With the correct tools to hand and the knowledge of how to use them, product marketing doesn’t have to be brand-new territory. With the help of high-quality resources and well-designed tools, achieving all you want to out of product marketing is easier than you might think.