Product Marketing

Great product marketing is about bridging the gap between what you’ve built and what your best customers actually want.

My approach is to start with a deep understanding of the target customer, then use data, storytelling, and rapid experimentation to drive demand and conversions.

Product marketing is most effective when it's cross-functional: Collaborating tightly with product, design, sales, and growth teams to deliver outcomes - not just awareness.

Product Marketing Approach

Customer Research First

Develop clear personas and map their journey from awareness to decision. Who are we selling to, who is willing to pay, and are we talking to them in the correct way, at the correct time and place?

Primarily, we need to identify their pain signals. This can be obvious in them directly telling us with their use of a competing product, but they may also just have a lot of interns on their payroll completing tasks our product could handle at a fraction of the cost.

Data-Driven Demand Generation

For non-converted potential customers, or new markets, we need to roll up our sleeves and do some research. Is there a market, what do they need, and - crucially - could it be profitable?

For existing markets and customers, use analytics to find friction points and content opportunities in the funnel. In contrast to Product Growth, where we are looking for drop offs in a journey, here we are also looking for sticky areas that can be built upon.

Integrated Messaging

Armed with a better awareness of the target ICP and user, plus data on their behaviours, we craft value propositions that resonate across web, email, and paid media.

Iterate & Optimize

Measure, A/B test, and refine campaigns based on real pipeline results.

This will, of course, depend on the onboarding experience. We can't segment well if we don't have explicit user data to group customers under, after all but by working with the product design team and developers, this is an easily solvable problem.

From there we test, test, test and get the data required to optimize and improve.

Close The Loop with Sales

I've heard marketing say "We can only bring the horse to the water, we can't force them to drink!". My approach though is to make sure I only bring thirsty horses.

Aligning marketing effort with nurturing tactics for maximum impact is key to handing over true Marketing Qualified Leads to the sales team.

Real World Example: Asset Class

Context

Asset Class, a B2B FinTech SaaS provider, needed to ramp up inbound lead generation and optimize the sales funnel for a complex, high-value product in a crowded market.

Issue

The website was the primary funnel entry point but did not attract traffic or generate the leads required to acheive growth targets.

My Role

As Growth Marketing Manager, I designed and executed the company’s digital growth marketing strategy - working hand-in-hand with the CEO, product, sales, and design.

Actions Taken

• Built buyer personas and mapped customer journeys to identify bottlenecks.
• Launched segmented email campaigns and created new content offers tailored to each stage of the funnel.
• Refreshed website copy and UX based on analytics, with A/B testing to maximize conversions.
• Integrated Google Analytics with Active Campaign and SalesForce for end-to-end lead tracking and automated nurturing.
• Established regular reporting and rapid iteration cycles to optimize spend and improve ROI.

Frameworks & Tools Used

• Salesforce (CRM, automation)
• Google Analytics (website/funnel analysis)
• Optimizely (A/B testing)
• Active Campaign (Email Campaign Management)
• Figma (web/landing page updates)

Key Learnings

The best product marketing is never generic - it is always anchored in customer insight, tested in the real world, and optimized for business impact.