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among your audience. These commonalities can be grouped together to create buyer
personas, or an archetype of what your ideal customer looks like and how they behave.
This way, you can focus on marketing to one buyer persona at a time, rather than to your
whole audience;

− Messaging - It’s not enough to just think about your audience through product
development. You need to communicate with your audience. Your product messaging
should be built around a narrative. Narratives are the easiest way to get your audience to
connect with your product because they are relatable and will resonate with your audience.
To craft an effective story, you need to identify your product’s unique selling proposition.
What is the main value for the user? Home in on one key message that will drive your
narrative;

− People: Depending on the size of the organization, the development and promotion of a
new product could require a multi-team effort. However, keeping multiple teams on the
same page is not an easy task. Product marketers need to be the bridge between sales,
marketing, engineering, and development. They need to bring the teams together and make
sure everyone is on the same page. It’s the product marketer who is responsible for

educating and informing the entire team and organization to ensure everyone knows their
part. With so many people working on one project, it’s easy for miscommunication and
disorganization to derail your progress. A product roadmap can bring all the teams and
internal stakeholders into alignment. The product roadmap provides a summary of the
entire product marketing plan and guides the team on what will happen in each step of the
process. With this document, you can maintain visibility throughout the entire project and
ensure all those involved know what’s going on;

− Promotion - Having a great product and well-thought-out strategy isn’t enough for a
product to be successful. You need to get the word out through strategic promotion. Your
promotion plan needs to get your message in front of the right audience at the right time.
If you’ve done your research and built your buyer personas, you should have no problem
identifying the right audience. Timing is also important. Besides researching your
audience, you should also be doing research on the market overall. You need to ensure you
have a strong product-market fit and that your launch is timed well to be the most effective.
Communicating through the right channels is also important. Look to where your audience
spends time and include a mix to reach different segments of your audience. Your

promotion plan could include: Email, Social media, Social media advertising, TV
advertising, a website and so on. You should promote your product through the channels

Project 2019-1-BG01-KA204_062299
The content of this material does not necessary reflect the official position of the European Union.