10 Essential Product Marketing Takeaways from the First Half of 2023

Reflecting on the Past, Shaping the Future: Key Insights from Q1/Q2 for Successful Product Marketing

Even though it might feel like New Year’s only just happened, here we are, already wrapping up the end of the second quarter of 2023. It’s been a dynamic year so far, and we’ve covered a lot of ground on the Aventi Group blog, from product launch success to examining the potential role of generative AI in product marketing. 

As we look forward to the rest of the year, we want to share some of what we think are the key dos and don’ts that every product marketer should consider in Q3 and beyond. At this rate, 2024 is practically right around the corner, so let’s dive into these ten practical product marketing insights to prepare ourselves for a successful latter half of the year.

1. Collaborate across teams

Don’t let silos hinder your success. Collaboration with both your campaigns and your product management teams can lead to improved performance and more successful projects.

2. Prioritize metrics and analytics

Use data-driven insights to guide your marketing strategy, understanding what works and what doesn’t. Regularly track and analyze key metrics that align with your business goals. (And watch this space for more detail on this topic in the coming months!) 

3. Manage the client/consultant relationship carefully 

If you’re on the consulting side, make sure you are managing your client’s expectations effectively. Clear and regular communication can prevent misunderstandings and align expectations, leading to a better client relationship.

If you’re on the hiring side, ensure your product marketing consultants are being utilized to their full potential. They offer a wealth of expertise and knowledge that can enhance your team’s capabilities.

(And, if you’ve been considering supplementing your internal team with external talent, here’s why you should.)

4. Keep an eye on your competitors 

In today’s rapidly evolving business landscape, staying ahead of the competition is crucial. Neglecting to establish a competitive intelligence program can leave you in the dust.

5. Continue to monitor and adapt to market trends 

Keep a close eye on market trends, consumer behavior, and competitor activities. Failing to monitor and adapt to these trends can lead to missed opportunities and being outpaced by competitors. Stay agile and be ready to pivot your product marketing strategies when necessary.

6. Have a plan for low-urgency projects 

Don’t let slower periods go to waste. Plan high-value, low-urgency projects (such as conducting customer interviews to improve your retention strategies) to maintain productivity.

7. Leverage AI––but not too much 

AI can offer unprecedented insights and automation capabilities. Explore how AI can benefit your product marketing efforts––but remember, AI is only as good as the people using it, so don’t be in too much of a hurry to replace your content writers.  

8. Embrace Account-Based Marketing (ABM)

Adopt an account-based marketing approach to target key accounts and decision-makers within your target companies. Personalize your messaging and campaigns to address their specific pain points and needs.

9. Make sure you’re set up for product launch success

A product launch is a crucial event that can make or break a product’s success. Do follow best practices and plan carefully.

10. Choose the right social media platforms for your business

Not all social media platforms are created equal. Make sure you are choosing the right platforms that align with your audience and objectives––and start by downloading our free guide on how to do so. 

As we look back at the topics we’ve covered in the first half of the year, it’s clear that as product marketers we continue to face a lot of new challenges while also constantly fine-tuning our approach in certain tried-and-true areas. In Q3 and Q4, we will continue to explore new areas and perspectives to help you stay on the cutting edge of product marketing best practices. Stay tuned!

Written By

Nima Chadha

Nima Chadha is a results-driven marketing executive with over ten years of experience in marketing management, business development, and strategic partnerships. With a background in sales, marketing, and project management, Nima specializes in creating and executing strategies to drive growth and revenue for B2B tech companies across North America.