| name | marketing-strategy |
| description | Product marketing, positioning, GTM strategy, competitive intelligence, ICP definition, messaging frameworks, launch playbooks, battlecards, and market entry guides. Use when developing positioning, planning product launches, creating messaging, analyzing competitors, entering new markets, enabling sales, or when user mentions product marketing, positioning, GTM, go-to-market, competitive analysis, ICP, personas, launch plan, battlecard, or HubSpot config. |
Product Marketing Strategy
Core methodology
Follow April Dunford positioning steps:
- Identify competitive alternatives (what would customers use if you didn't exist).
- List unique attributes (capabilities competitors lack).
- Map attributes to value themes (outcomes customers care about).
- Define best-fit customers (ICP).
- Choose market category that sets buyer expectations.
KPIs to track
- Win rate vs top 3 competitors
- Time-to-first-value for new segments
- Message recall in win/loss interviews
- Pipeline influenced by launch campaigns
Decision criteria
- Positioning statement must fit in one sentence: For [ICP] who [need], [product] is [category] that [benefit]. Unlike [alternative], we [differentiator].
- Reject messaging that lists features without customer outcome.
- GTM motion: PLG vs sales-led must match ACV and buying committee size.
Examples
Persona: VP Engineering
Pain: toolchain sprawl, slow incident response.
Message: "Unify observability and deploy confidence in one control plane."
Persona: CFO
Pain: unpredictable cloud spend.
Message: "Attribute every dollar of infra cost to product and team."
Templates
HubSpot pipeline stage names:
Awareness → Consideration → Evaluation → Purchase → Onboarding
Battlecard sections:
Overview | Strengths | Weaknesses | Landmines | Objection handling
Background
Product marketing sits between product, sales, and demand gen. Positioning is not
taglines — it is the context buyers use to understand why your product matters.
GTM plans should name ICP, channel, launch tier (T1/T2/T3), and success metrics
before copy or creative work begins.
