If you want a product that will sell well, purchase intent may be the most important metric for you. We suggest using the Likert scale to test your metrics.

This scale is simple and intuitive for respondents, offers consistent choices, and makes it easy for you to analyze results. How innovative is this product? Resolve this issue by including a forced-answer question that asks respondents to choose their favorite product from all the options at the end of the survey.

The results of this question will also help you rank the importance of each metric to the overall likeability of your product. For example, if respondents consistently choose the product with the highest value as their favorite, you can assume value is a key value driver for your target market.

You might also want to include screener, category, and demographic questions in your survey. Your target audience can help you decide which product concepts are worth pursuing and which you should set aside. There are 2 ways to get feedback from this group of people:.

You can use Top 2 Box scores to make your data clearer and your findings more pronounced. It groups together positive and negative responses to each question into a single percentage, which is easier to compare.

You also need to look at open-ended responses. Our word cloud feature can make them easier to grock. This is the time to ask respondents to choose between several very different product concepts, for example.

During the growth stage, you may be looking for more nuanced feedback on your product concepts. This is the time to ask respondents focused questions about new product features or niche alternatives to current products, for example.

By following a set of best practices for product testing, you can get better feedback from your respondents. Here are 5 things to keep in mind:. Since you understand why testing your products is important, know how to run your own test, and have some useful testing tricks up your sleeve.

If you want results fast, we can get you some: in less than an hour. Brand marketing managers can use this toolkit to understand your target audience, grow your brand, and prove ROI. Definitions of every type of customer experience metric NPS, CSAT, CES and how to use them. Our Blog.

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NPS Survey. Survey Design Best Practices. Margin of Error Calculator. Demographic Questions. Training Survey. Offline Survey. Product testing: How to conduct an effective product assessment. Get started. Be confident about your product before launch.

See how. Product testing. What is product testing? What are the goals of product testing? Why you should test your product concepts before launch. Testing proves which products resonate most with your target audience, which helps you pick clear winners and persuade other stakeholders to get behind those choices.

Gain confidence in features that help you stand out and learn why others are lagging: Maybe your audience liked one product best, but thought a simpler variation of that product was more useful. Or maybe they loved a product, but had concerns about privacy.

You can use this information to combine the best features of each option and bundle them all into one great product. Know by which demographic your product concept resonates: By filtering your responses , you can see how different groups age, gender, location, etc. feel about your product concepts.

This information helps you match your product with an ideal market. Build agility into your workflows: By frequently collecting data through agile market research—surveys sent to a sample of your target consumers on a regular basis—your business can make informed decisions without relying on data from third-party insights organizations.

This helps you react more quickly to changes in your market. What is your product experience like? Learn more. How to put together a successful product assessment.

These will vary based on your specific product, the type of company you work for, your overall marketing goals, and more — your goals will be specific to your business and situation. Pro Tip: Feel free to combine several goals or choose one to focus on — every company and product will have different plans.

Use a free template to help you create and achieve your SMART goals. Depending on your company, you might work with other teams on this part of the strategy, or it might be a job just for you and your fellow product marketers.

Either way, you can consider competitive vs. value-based pricing. In that case, you might price your product above the other similar products on the market.

An excellent way to evaluate the fairness of the pricing of all of your competitors is by studying financial reports and industry trends. There are two main parts to the launch to focus on as a product marketer: the internal launch what goes on within your company upon product launch and the external launch what goes on outside of your company, with customers and audience members, upon product launch.

As previously stated, your job as a product marketer entails ensuring the entire organization is on the same page about your product. This way, your customers only receive consistent and accurate details about the product.

The marketing, product, and sales teams at your company should be aware of the following information:. Now, you might be wondering how to provide this information to marketing, product, and sales. Which channels are ideal for sharing these details with your fellow employees?

Knowledge base ideal for support. Here are some examples of channels and places to do this you might choose several of these or just one to focus on depending on your needs, goals, and resources. On whatever channel you choose to focus your product launch marketing efforts, you should include relevant product information focused on your positioning and messaging so prospects and customers can learn all about your product and why they need it.

Remember, this process is one that should be thought about and updated as your products change and evolve so they remain relevant among your customers. Now that you know how to create a product marketing strategy, how do you market a product across your channels?

Non-product marketers — i. The first step is to provide a deck, presentation, or document that outlines your product marketing strategy to other marketers.

A blog is primarily a place to attract inbound leads. Rather than trying to hammer them with information about your product, you might write content that helps them solve an issue instead, and then offer them a free guide or ebook to help them further.

But did you know that your team can publish content that attracts inbound leads and encourages purchases and sign-ups? At HubSpot, we call this product-focused content.

For instance, our blog post, What is a CMS and Why Should You Care? While the blog post is still informative and not overtly promotional, it still promotes one of our products. In the same way, you or your content team can write helpful content for your readers, help them the inbound way, and still encourage customers to try your offerings.

For instance, if you already have an expansive library of blog posts, you can update them with information about your products so long as the mention is natural. Recent social media posts can also be candidates for an update, and your website content should also change to show your brand new product.

Internal links from related pages can help drive traffic to your new product pages. Comarketing is an excellent way to market your product to a related audience.

Ideally, both of your products can be used in conjunction and not compete directly. Pay-per-click PPC is an essential product marketing tactic. While content and social media marketing can help you attract inbound leads, you can get the attention of even more potential customers by posting PPC ads on search engines.

That way, customers who are considering purchasing the same product from a competitor will consider you as an alternative.

Convert visitors into customers with landing pages, email, marketing automation, ABM, and more. Track ROI with revenue attribution reporting. All powered by the customer data in your CRM to enable personalization at scale.

Using benefit-first language will engage customers and prompt them to try your products. Apple is a household name for leading technology products and software. But Apple's product marketing doesn't focus on the many product features — it markets the user benefits.

Apple doesn't simply list the impressive features of their products; the brand uses those features to tell consumers who they could be and how they could work if they have those products. Apple tells a narrative using its products and encourages people to buy in the process.

Billie is a women's razor brand. In a highly competitive market, Billie has helped its products stand out. It established a sharp competitive edge no pun intended by doing what no razor brand had done before — show body hair in its advertising.

Not only did this advertising approach get Billie's audience talking about the brand, but they also appreciated the brand's accurate portrayal of women's bodies and body hair.

These differentiators were more than enough to set Billie apart from other razor brands and products. As a brand, Pepsi has positioned itself as one with youthful energy and excitement, and this can be seen consistently through its product marketing campaigns.

Pepsi's customers are mainly aged between 13 and 35 years old with modern and active lifestyles, so it only makes sense to hire popular celebrities like Doja Cat for a commercial in a homecoming tailgate. Through highly targeted positioning, repetitive advertising, and consistent branding, Pepsi has become a truly global household name and product.

There are dozens of email marketing tools on the market, but MailChimp hasn't been fazed by competition. In fact, the company has risen above its competition by positioning itself as more than an email marketing tool: it's an all-in-one marketing platform that helps businesses grow. Like Apple, MailChimp primarily highlights its benefits for the end-user, not just its product features.

A recent rebranding and site redesign further drives this narrative home. Product marketing is the process through which a company brings a product to market. This post was originally published in February and has been updated for comprehensiveness.

Free planning and communication templates align your team for your next product launch. Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform.

The Ultimate Guide to Product Marketing in Learn about the power of product marketing, how it can help your bottom line, and impact the success of your products.

Written by: Kristen Baker. THE ULTIMATE PRODUCT MARKETING GO-TO-MARKET KIT Ensure that your whole team is aligned with four planning and internal enablement templates for your next product launch. Download the Kit. Product marketing is essential, even if you only sell one or two products at your organization.

Product Marketing Duties Product Marketing Strategy Product Marketing Examples. What is product marketing? We're committed to your privacy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services.

You may unsubscribe from these communications at any time. For more information, check out our Privacy Policy. Free Product Go-to-Market Kit Free templates to ensure that your whole team is aligned for your next product launch. Product Launch Template Product Roadmap Template Sales Plan Template And more!

Download for free. You're all set! Click this link to access this resource at any time. Access now. Learn more. Featured Resource. Product Marketing Responsibilities Identify the buyer personas and target audience for your product. Successfully create and carry out your product marketing strategy.

Work with and enable sales to attract the right customers for your new product. Ensure the product meets the needs of your target audience. Keep your product relevant over time.

In product testing, or consumer testing, products are evaluated for their performance among target markets. It helps you find the best products 5 Creative Ways To Test-Market A New Product · 1. Talk to customers · 2. Test ugly · 3. Offer a sample · 4. Use test ads · 5. Get personal Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer. Product marketing involves

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