What is the most innovative product marketing solution you have developed?

Innovation in product marketing begins with a laser-focused understanding of the problems your product addresses. In the B2B space, this might not be individual pain points, but broader organizational challenges and inefficiencies. When you conduct your market research, pay close attention to the current technological ecosystem of your target companies. What software platforms do they rely on? What legacy systems are due for an upgrade? And which programs and projects are implicated in all that technographic detail? This insight will enable you to position your product not just as a tool, but as a transformative solution that seamlessly integrates into and enhances their technological framework.

This is tricky. The key is to find the "core" problem and not the symptom or the impact of that issue. A few years back, at IBM, we had servers being sold with little IBM software. It would have been tempting to identify the problem as customer interest and create a campaign that went after the install base post-sale. The actual core problem was that the partner reps who sold those servers did not ask the customer what they intended to run on the server. I led an effort to create a competition for partner server reps to ask additional questions and be invented by new software opportunities. This enabled them to clothe the server sale before the customer chose competitive software.

Creating an innovative product marketing solution requires a focused approach. First, pinpoint the core problem your product solves for customers. Understand how this differs from surface features or benefits by exploring the underlying needs and pain points. Research tools like customer interviews, surveys, and focus groups, along with comprehensive market analysis, are essential to unravel customer challenges, goals, motivations, and preferences. At the same time, thoroughly analyze the competitive landscape, industry trends, and best practices to gain a holistic perspective. This allows you to identify gaps and opportunities to guide your solution.

An innovative product is the one that is solving a fundamental problem based on market research. It is about building a product that is a solution to a particular problem in a given sector. One of the most innovative product I am currently involved in is a product that is an edutech product. The product is targeted to simplifying the complexity of the university management system. This will not only solve some issues within the university management system but also reduce the overhead running cost by cutting off paperwork. It aims at digitizing all the universities activities in an holistic approach. The product is not just a generic one but also flexible to suit the unique needs of any university that adopt the software.

Problema é a essência da necessidade que seu produto atende, diferenciando-se dos simples recursos ou benefícios que ele oferece. Para identificar esse problema central, é fundamental mergulhar em entrevistas com clientes, pesquisas e outras metodologias de mercado. Essa imers?o permite compreender os desafios, objetivos, motiva??es e preferências do seu público. Além disso, é crucial analisar o ambiente competitivo e as tendências do setor, identificando oportunidades e lacunas no mercado. Essa abordagem n?o só garante uma solu??o de marketing alinhada com as reais necessidades do público, mas também direciona a inova??o de forma estratégica, destacando seu produto em um mercado saturado e fomentando um engajamento genuíno com a marca.

A proposta de valor é essencial para diferenciar seu produto no mercado, destacando como ele resolve um problema específico e entrega benefícios únicos ao cliente. Deve-se comunicar claramente o valor emocional e racional, utilizando linguagem simples e focada no cliente. é crucial evidenciar o que torna seu produto único, n?o só em suas características, mas também na experiência total que oferece, incluindo suporte e a cultura da marca. Uma proposta de valor eficaz conecta-se diretamente às necessidades e desejos do cliente, incentivando a escolha do seu produto.

The narrative should connect your product to your customers' needs. Articulate the problem clearly, present your solution, and convey your product's impact in an inspiring way. Crafting this compelling storyline requires adept storytelling techniques like hooks, characters, conflict and resolution paired with a clear call-to-action. Tailoring your narrative for different segments, channels and customer journey stages is crucial. This adaptation ensures the storyline resonates across diverse perspectives and needs, remaining relevant throughout all customer engagement. A well-crafted narrative communicates your product's advantages.

A história de um produto é uma narrativa envolvente que transcende sua funcionalidade ou características, conectando-se emocionalmente com o público. Ela detalha a jornada do produto, desde a concep??o até o impacto no mercado e na vida dos usuários. Esta história n?o é apenas sobre o que o produto faz, mas por que ele existe: a vis?o por trás de sua cria??o, os desafios superados no desenvolvimento e como ele atende a uma necessidade real ou resolve um problema específico. Compartilhar essa história gera autenticidade e confian?a, permitindo que os consumidores vejam o produto além de um objeto, mas como uma solu??o que tem uma miss?o e valores.

The success of a product marketing solution hinges on testing and validating it with customers and stakeholders through an iterative process. This ensures the solution is relevant, desirable, feasible, and viable. Creating prototypes, mockups, or landing pages as minimum viable products becomes key to showcasing the product's value. Feedback, data, and metrics guide further iterations and improvements, not just affirming the solution but actively involving end-users to refine it and align with their needs. Such feedback loop enhances the solution's effectiveness, setting the stage for a successful launch.

One thing I’m confident to say is that I’ve developed and operationalised a framework to facilitate the diffusion of new products aka help new products grow or help them scale. This framework considers different lenses that positively impact the scale-up of a new product if considered in a timely and proper fashion.

Essa fase permite um alinhamento preciso entre o produto e as expectativas do mercado, atuando como um filtro que refina a proposta de valor. A cria??o de MVPs, protótipos ou maquetes é uma estratégia inteligente, pois possibilita avaliar a receptividade do público sem investir excessivamente em recursos. Coletar feedback, além de dados e métricas, é um passo crítico que proporciona uma vis?o objetiva sobre o desempenho da solu??o. Este processo n?o apenas melhora o produto, mas também cria um vínculo com os clientes, que se sentem ouvidos e valorizados. Ignorar essa etapa pode levar ao desenvolvimento de produtos que n?o atendem às necessidades do mercado, resultando em falhas comerciais.

El lanzamiento del producto puede tener diferentes objetivos, perspectivas y mediciones en función de la estrategia que se utilicen. Aquí algunas ideas básicas: Crear un lanzamiento con acceso vip anticipado cuando el objetivo principal sea la adquisición de Leads, descuentos en primeras unidades y promociones con regalo incluido es ya una de las tácticas tradicionales en e-commerce. Con la cantidad de contenido que el usuario percibe al día, necesitará refuerzo visual del producto en los diferentes medios de comunicación, cuantas más veces aparezca más confianza y necesidad le genera. Colaborar con micro influencers te da la oportunidad de llegar a potenciales clientes sin necesidad de contenidos virales ni influencers top.

In my experience the localities of the markets at question play a key role. Using consumer insights thoroughly will ensure the service/product is right for that geography and specific concern.

Product marketing solutions often involve creating comprehensive strategies that blend market research, customer insights, competitive analysis, and messaging frameworks to effectively position and promote a product or service. These solutions can include developing targeted campaigns, crafting compelling messaging, designing engaging content, and leveraging various channels to reach and resonate with the target audience

This is mostly geared for the B2B product marketers, so just remember that your "customer" is an organization with complex, interconnected technological needs — and the key is to target the programs, not personas. Personas care the most about the program, so tap into their motivation of purpose to drive results for their objectives. Your marketing efforts should position your product as a key piece in the larger puzzle of their program and project infrastructure, including the technographic profile detail. Show how your product not only fits within their current technographic profile but also prepares them for future tech trends and challenges.