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Bits, Bytes and SaaS: An Engineer’s Guide to Effective Product Marketing
In technology industries like Telecom, SaaS, and Web3, a misalignment between engineering and product marketing often occurs. However, success is not driven by the technology or the product in silo. It also depends on how well the product’s value is communicated through strong product marketing.
It’s NOT ALL about the Tech
Having good technology is crucial, but what matters more is how it meets customers' ( In our case other businesses) needs and solves their problems. It's not just about how advanced the tech is but more about its practical value to customers.
The 'How' in the Narration
While it's good to say that your tech is scalable, agile, and powerful, it's also essential to explain how it is so. Providing tangible examples or use cases can help the audience understand better.
How we talk about our tech is important too. We must avoid too much technical language and aim for a simple explanation. If we make it too complicated, we might scare people away.
Example:
DON’T:
Cloud-native SaaS platform synergises hyper-converged infrastructure with AI-driven analytics to revolutionise enterprise-grade workflow orchestration. Leverage its robust API integrations and real-time data assimilation for unparalleled scalability and agility in dynamic market environments.
Sign up for an immersive demo and experience the forefront of digital transformation today.
Instead, try this:
A cloud-based SaaS solution that streamlines project management and automates repetitive tasks, boosting your team's productivity by up to 50%.
Sign up now for a free trial and transform the way you work.
The “support” angle
Showcasing customer support helps build trust, keeps customers loyal, and makes your brand look good. If businesses take care of customer problems before they happen, it shows customers that the business cares about them. Also, a strong support system can make a product better by making sure customers have a smooth experience after the demo. (say it like you mean it !)
DON’T:
We provide complete support 24x7, 365 days
Send us an email at support@toobusytoreply.com
Instead, try this:
Transitioning is quite easy with our continuous support through Slack, email and dedicated account managers. We aim to respond within 24 to 48 hrs max. (if we fail to support you, we won't charge you for the period!)
User Journey and Storytelling on Websites
It's also vital to streamline the user journey on our websites. The process of finding information related to their pain points should be readily available and easy to navigate with less friction. If users spend too much time on the website without finding what they need, they'll likely lose interest.
DON’T:
CTA > Website > Information (No action / No form)
Instead, try this:
CTA > Website > Action / Form
Define Goals and Measure Them
Finally, it's crucial to define marketing goals and measure them. If you want to increase reach, focus on effective product marketing strategies that enhance reach and engagement. Keep your eye on the prize and make sure every effort is directed towards achieving that goal.
DON’T:
Look at numbers and percentages % and change strategy (even if everyone says to!)
Instead, try this:
- What was the intention behind marketing? What is the goal?
- Compare numbers and charts, monthly and quarterly.
- Get a detailed review of why something dipped (and also why it worked!)
At the end of the day, everyone needs to agree on the same story for our position. This is a journey of learning.
Another great example is Aetopia, which successfully achieved its product marketing goals with our guidance.
We are Radial Path, a full-service agency that helps technology businesses grow, particularly through product marketing strategies. If you need help on your journey, you can email us at hello@radialpath.com or send us a message on LinkedIn.
