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Chapter 18Marketing When It's Not About Product

I'm writing this at a time when the world is emerging from a global pandemic. Some sectors are booming, others struggling. Work from home is the new normal and “offices” will never be the same.

$#*! happens. It affects us all. It's why the forces of nature, the steady march of life, and world events should have a massive impact on how we market. And they have nothing to do with your product.

Whether driven by market, technical, or resource constraints, all companies experience times when they must maintain marketing momentum without anything significant from product. This feels scary because in tech, we're used to focusing on new being what sells.

For product marketing it means rethinking how to market when product can't be used as the marketing catalyst. It's actually a wonderful time to work with marketing to double-down on things that are important to improve.

Nothing in this chapter is the sole domain of product marketing. But because product marketing is constantly interpreting market signals, whether it's by contributing content, programs, or squeezing leverage out of old product, product marketing plays a key role in marketing success when it's not about the product.

Campaigns Beyond Product

In the world of marketing, a campaign is a specific collection of coordinated actions to address a specific market opportunity or challenge. Marketing is constantly running campaigns. It's a good practice to not make them all about ...