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Product Marketing Strategy for Growth
Learn how product marketers drive growth through positioning, pricing, product-market fit, and portfolio strategy. Explore expert insights on category creation, monetization strategy, MVPs, and scaling successful products.
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Positioning Strategy: Don't create a category
Creating a category is not always a bad thing. It can be a victory, a once-in-a-lifetime achievement. But more often, it is a mistake, a misunderstanding that negatively impacts your business.
Crispin Read, an expert in positioning and messaging and the founder of Product Marketing Hive, advises against creating new market category, as it can confuse potential buyers and require significant effort. Instead, he suggests positioning products within existing categories, despite potential challenges, as this is more effective than inventing new ones, which often stem from internal biases or misconceptions.
Read nowDIY Packaging and Pricing Guide: Tapping into monetization strategy as a lever for growth
Despite the potential to accelerate growth better than acquisition or retention, often, pricing and packaging decisions are made informally. Little time, thought, or resources are invested in refining the monetization strategy.
Laura Smous, a seasoned product marketing executive, emphasizes that optimizing your monetization strategy requires careful consideration of whom you are selling and which combination of packaging model, pricing model, and, specific price points will be optimal. In this comprehensive guide, she outlines the essential steps to help you get started on optimizing your monetization strategy.
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