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What do you do if customers don't understand the value of your innovative products?

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Innovative products can transform markets, but what happens when customers fail to see their value? This challenge is familiar in product marketing, where the uniqueness of a new offering doesn't always resonate with the target audience. Understanding how to bridge the gap between innovation and customer perception is crucial. It's about ensuring that the benefits of your product are not just communicated, but also understood and valued by those who matter most – your potential customers.

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Pragadeesh Ragunath

RevOps | Demand Generation & ABM | Revenue Growth ABM System for SAAS | Marketing Automation
Tom Bruining

Marketing/Founder @ HowdyGo Interactive Product Demos | Bootstrapping for my life ??♂?
Priscila Pezato

Gest?o Estratégica, Comunica??o e Marketing

1 Educate Users

Education is key when customers are unfamiliar with the benefits of your innovative product. Create comprehensive guides, tutorials, and webinars that explain not just how to use the product, but why it's beneficial. Focus on solving customer problems and highlight how your product makes their life or work easier, safer, or more enjoyable. Remember, education is not just about information; it's about making the information relevant and easily digestible for your audience.

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Pragadeesh Ragunath

RevOps | Demand Generation & ABM | Revenue Growth ABM System for SAAS | Marketing Automation
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Sometimes your innovative products's value might not instantly grasp the attention of your customers due to their complexity or technicality, so it is important to consider the steps while communicating your product's value. 1. Ditch the jargon and say how your product will benefit them. 2. Address the pain points of your customers directly and communicate your message in the most effective way possible. 3. Use infographics, blogs, and other mediums of content to educate the customers in a better way. Being empathetic can help you understand your audience, and addressing their pain points with a simple and effective communication strategy might fill the gap in making your customers understand your innovative product.

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Priscila Pezato

Gest?o Estratégica, Comunica??o e Marketing
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Bring excitement to innovation. Sometimes it's not obvious for the customer to understand the value of something new. My suggestion is that the emotion and lifestyle of the consumer should be present even when the innovative and functional attribute is the star. It's always easier to connect with the consumer through affinities and feelings and so that, open up space to value a technical innovation.

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Maria Ribeiro Gomes

Marketing | Fragrances | Marketing Digital | Trends | Branding
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Entender o valor de produtos inovadores por parte dos clientes pode ser um desafio para qualquer empresa. Nesse caso é crucial uma abordagem combinada de educa??o, escuta ativa e comunica??o eficaz para superar essa barreira e garantir o sucesso do produto no mercado.

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2 Simplify Messaging

Your product's value should be immediately clear to your customers. If it's not, simplify your messaging. Avoid jargon and technical terms that might confuse non-expert users. Instead, use clear, concise language that focuses on the benefits and outcomes of using your product. Think about the most compelling aspects of your product and how you can communicate them in a way that resonates with your target audience.

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Tom Bruining

Marketing/Founder @ HowdyGo Interactive Product Demos | Bootstrapping for my life ??♂?
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Flip this problem around. Most people struggle to simplify messaging because there's depth and nuance to the message they're trying to convey. Start with the intricate detail and make it public on a docs page. Back this up with a higher-level message that summarizes and can link out to that detail. Finally - as Wade mentioned, you have to be careful. For some audiences, (e.g. developers), simplifying the message is going to be detrimental. Sometimes people just want the detail and simplification immediately switches off their brains.

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Wade Burrell

Product Marketing Leader @ Mailchimp | Top 100 Product Marketing Influencer?? | fmr Square
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You have to focus on the target audience. I know that's a given, but so many times we can default to the benefit or value proposition that works for the majority. Simplifying is great, but you have to make sure it works specifically for that target audience.

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3 Leverage Testimonials

Social proof is a powerful tool in conveying value. Gather testimonials from early adopters who have experienced the benefits of your innovative product first-hand. These real-life examples can help potential customers better understand and relate to the product's value. When possible, use diverse testimonials that reflect various use cases of your product to reach a wider audience.

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Wade Burrell

Product Marketing Leader @ Mailchimp | Top 100 Product Marketing Influencer?? | fmr Square
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Testimonials, case studies and social proof are invaluable when it comes to showcasing value. People and/or businesses like to see what similar businesses are doing in the space and love to project themselves into the story being told. They want to see themselves in the success story so make it easy for them.

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Elizaveta Naumov

Senior Product Marketing Manager
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Positive quotes from industry analysts (Gartner, Forrester, IDC, etc.) can be a powerful way to show the value of your product. Analysts publish industry-specific reports that rank different vendors in the markets and being included in these reports can give a lot of credibility to your product. Analyst relations is an important, but often overlooked, aspect of product marketing that tech companies can really benefit from.

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Mattias Kristiansson

Tech marketing sage | Passionate about 3D printing | Making B2B marketing personal
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Make sure to diversify your testimonials - think different formats and channels. Everything from the long-form text-based customer case, to the social media customer quote and image. There's also video interviews and podcasts. Be creative, but consider sticking with formats and channels you know that your ideal customers prefer.

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4 Adjust Pricing

Sometimes the perceived value of a product is directly related to its pricing. If customers don't understand the value, they may be hesitant to pay the asking price. Consider adjusting your pricing strategy, whether that means lowering the price to match customer expectations or implementing a tiered pricing model that allows customers to experience the product at a lower cost before committing to the full price.

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5 Offer Trials

Offering free trials or demonstrations can help customers understand the value of your product by experiencing it directly. A trial period removes the financial barrier and allows potential users to see how the product works and the benefits it offers. Make sure to support trial users with excellent customer service to guide them through the experience and answer any questions they may have.

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6 Refine Targeting

If your innovative product is not resonating with a broad audience, it may be time to refine your target market. Conduct market research to identify a niche group of customers who have the most to gain from your product. Tailor your marketing efforts to speak directly to this group's needs and pain points, which can help them understand the value of your product more clearly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if customers don't understand the value of your innovative products?

1

2

3

4

5

6

7

1 Educate Users

2 Simplify Messaging

3 Leverage Testimonials

4 Adjust Pricing

5 Offer Trials

6 Refine Targeting

7 Here’s what else to consider

Product Marketing

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What do you do if customers don't understand the value of your innovative products?

1

2

3

4

5

6

7

1 Educate Users

2 Simplify Messaging

3 Leverage Testimonials

4 Adjust Pricing

5 Offer Trials

6 Refine Targeting

7 Here’s what else to consider

Product Marketing

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