Marketing de Produto – Silicon Valley Way

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Product Marketing. It was just over 3 years ago. I don't really know if I discovered it or it discovered me. After more than 25 years of career we no longer know exactly where things begin or end, who influences who.

In the beginning was the word. The apple. The sin. Or seven sins. The seven deadly sins explain much (or everything) about human behavior, and are therefore great levers for marketing. Anyway, that's not exactly what we're here for. But also because Product Marketing has at its core exactly the customer's key motivations and how they relate to the product. But we'll get to that later.

When I found it, at first I didn't really understand what it was for. None of that was new. Why did we need Product Marketing? Wasn't that just…Marketing? It was almost anti-fashion. If a fad created yet another version of marketing, Product Marketing seemed to be just…Marketing. In other words, nothing new under the sun. And perhaps it was this non-novelty , the freshness of pure water, of the search for the essential, that attracted me and has kept me hooked to this day.

But let's take a step back to understand where this thing we now call Product Marketing comes from.

From my analysis, Product Marketing or what is generally included in it gains relevance as marketing develops and as such becomes more specialized . Just as species have evolved and specialized to adapt telegram data thrive in their habitat, marketing has also been divided into disciplines, techniques, tactics and specializations. Thus, today we find several types of marketing: content marketing, social media marketing, event marketing, search engine marketing, performance marketing, affiliate marketing, customer marketing, segment marketing, industry marketing, brand marketing, email marketing, influencer marketing, direct marketing, guerrilla marketing, etc.

But as we divide and specialize, the challenge is how do we maintain coherence, consistency and the same strategic sense. How do we avoid the risk of everyone going their separate ways?

If we have specialists and plans for all these specialties, who takes care of the fundamentals and critical pillars of marketing: the target segment, the key benefits, the value proposition, the differentiation, the positioning, the key messages? Who tells all these experts what to say? Who to talk to? And who takes care of studying, analyzing and proving all the conjectures that give rise to all these strategic decisions?

And in an increasingly dynamic and constantly changing market, with the entry of new competitors and changing customer preferences and habits, how do we maintain the relevance of our strategy and our products over time?

Whereas before our strategic choices were made in five-year plans, today they need to be constantly reviewed. The context is changing more rapidly and sometimes unpredictably. But it’s not just difficulties, today, in the context of digital products, we can also respond more quickly. Therefore, we have the opportunity to conduct a much faster Launch, Analysis and Adjustment cycle that allows us to follow or even lead market changes.

There will be much more to say, discuss and detail as much as possible, “cramming” into 3 hours in the Masterclass: Product Marketing – the Silicon Valley Way .

A final note on Silicon Valley. The famous valley is a symbol, not only because it has become a mecca for technology, engineering and product, but also for the marketing of digital products that have come to dominate our lives. Not by chance. If Marketing until the 2000s was dominated by New York and London, the meccas of advertising, and by major consumer brands, it is interesting to see what changes and what remains constant with the arrival of digital products and marketing.