We had the pleasure of interviewing Paul Sullivan from Digital Bias to discuss their business - a company that helps businesses create effective digital strategies and stay competitive in today's digital-driven economy.
During our conversation, we discussed why there is an increasing need for organizations to invest in product marketing when designing customer experiences. And how he works with his clients to ensure they are adapting quickly enough to keep up with changing user needs. We also talked about how working with datasets can help better understand customers.
Read ahead for more insights into this innovative business!
Understanding B2B Product Marketing
Business-to-business (B2B) product marketing is the process of targeting, positioning, and communicating the value of a product to other businesses. It's essential to any B2B company's success as it helps them reach the right buyers, build relationships with them, and ultimately generate more revenue.
The key to successful product marketing lies in understanding your target customers and their needs. By doing so, you can create messages that resonate with them and highlight why your product or service fits their specific requirements. To achieve this goal, you must first identify your target buyers by researching their challenges, preferences, behaviors, demographics, etc.
Once you have this information, you can begin crafting compelling messaging tailored to these buyers to help differentiate your offering from competitors. You can then test these messages in direct mailers or email campaigns to measure performance over time and refine your messaging accordingly.
Another important step in effective B2B product marketing is creating content that educates potential customers about your products or services while addressing their pain points. Content like whitepapers or webinars allows prospects to learn more about your specific solutions without feeling like they are being sold directly—which can be off-putting for some buyers—and builds trust between you and potential customers down the line.
Why Hiring an Agency Full of Product Marketers is Smart?
Product marketing is a multifaceted discipline that requires a deep understanding of the product and its market. It's a complex process, which is why many businesses look to hire an agency full of product marketers. But why? What are the benefits of hiring an agency full of product marketers compared to hiring other specialists, such as copywriters, web designers, and so on? Let's take a look at some benefits that we got to know by talking to Paul Sullivan:
Product marketers have the skills necessary to develop comprehensive marketing plans tailored specifically to your company and its products or services. With strategic insight into consumer behavior and trends, product marketers can help you create campaigns that will reach your target audience effectively. They can also provide valuable advice on how best to position your brand against competitors on the market.
- Knowledgeable About Your Market
Product marketers understand the various markets they work in, including any industry-specific nuances or regulatory issues they may need to be aware of when devising a strategy for your business. This means that if you require assistance navigating certain regulations or understanding certain industry trends, product marketers can provide informed guidance and advice about what steps should be taken next.
- Experienced With Different Digital Platforms
In today's digital-first world, businesses must have an online presence to remain competitive in their respective markets. Product marketers understand this and are experienced with SEO, PPC, email marketing campaigns, and social media management strategies—all of which can help boost visibility for your business online.
- Understands Complex Messaging Requirements
Product marketers know how important messaging is when engaging with customers and potential customers alike—and they understand the complexity involved in crafting messages that accurately reflect your brand values while simultaneously resonating with your target audience. An agency full of product marketers can help you develop messaging that reflects who you are as a business and speaks directly to potential customers in a language they understand and trust.
- Offers Creative Solutions To Problems
Product marketers aren't just focused on the present; their goal is also to plan for the future by anticipating potential problems before they arise and offering creative solutions that can address these issues before they become major obstacles down the line. In addition, product marketers have extensive experience working in big and small teams. So if you ever need help delegating tasks or managing resources efficiently within tight deadlines, they'll provide invaluable insights into how best to approach those challenges head-on.
How Does Digital Bias Work?
Digital Bias is a product marketing agency that focuses on helping companies reach their goals and maximize their potential. We recently spoke to their Chief Marketing Officer, Paul, who shared how Digital Bias positions itself in the marketing world. He says, "Digital Bias is more than a traditional marketing company – we're a cross-functional team that works together to achieve our client's objectives."
At its core, Digital Bias is built upon collaboration between teams, channels, and departments. That approach enables them to craft tailored solutions to meet individual client needs. It also allows them to maintain an agile posture to quickly make changes when needed.
For instance, when working on campaigns for clients, Digital Bias brings together experts from all areas of their organization, including creative design, analytics & insights, and public relations & content creation. This cross-functional approach ensures that all project aspects are considered and properly executed.
The Benefits of Working with Digital Bias
Besides offering comprehensive solutions to clients, there are other benefits associated with working with Digital Bias. For one thing, they provide an end-to-end service line, so you don't have to hire multiple vendors for different tasks - they can manage everything under one roof. Plus, because they use data-driven insights and human intuition when crafting strategies for clients, you can be sure that whatever they create will be effective and successful.
Product-Led Growth and Its Power
Another interesting point Paul raised (which is also Digital Bias's core functionality) was product-led growth. In the SaaS world, PLG (short for product-led growth) is not new, but most new companies shy away from it because of its technicality. But according to Paul, investing in PLG instruments can be the smartest thing for your business.
Here are some examples of well-known companies that use PLG in their strategy:
Slack is a great example of product-led growth in action. The company offers a free messaging platform with all the core features most users need. However, users can also pay to upgrade to a premium version with additional features like unlimited message history and file storage. The free version is so useful that many people are happy to pay for the upgraded version once they've seen what Slack can do. As a result, Slack has grown rapidly without spending much on marketing or sales.
Trello is a project management tool that lets users organize their projects into visual boards. It's simple and easy to use, which has helped it gain popularity organically through word-of-mouth marketing. Trello doesn't need to spend much on acquiring new users because its product is so good that people are happy to recommend it to their friends and colleagues.
These examples show that product-led growth helps companies acquire new users and grow their business. If you have a great product, you may only need to spend a little on marketing or sales because your product will sell itself - you only need the right product marketing team to do it.
Customers Don't Always Want to Talk to Salespeople - They Want an On-Point, Interactive Demo
Have you filled out a long questionnaire or talked to a sales rep only to know there are more stages before you actually get to the product? Sadly, it's a prevalent practice in most business sectors, and that's what user-driven platforms stand against. For example, Digital Bias welcomes you with a user persona, an interactive demo, and all the important details you need to make a decision. Once you're through that stage, you know if you want to proceed with platform onboarding or not - pretty sweet.
Why do Gen Z And Millennials Don't Prefer To Talk To Salespeople And Want Cut-Short Solutions?
Gen Z and millennials have grown up in an increasingly digital world, which has changed how they interact with businesses. As a result, many members of gen Z and millennial generations want quick, streamlined solutions to their problems when dealing with SaaS companies, or any business for that matter.
Instead, these generations favor platforms that provide easily accessible information, such as tutorials and FAQ pages. They also often rely on word-of-mouth reviews from people they trust rather than using traditional sales techniques.
The Benefits of Interactive Demos and Personas
When your amazing product is ready, have a system in place that quickly explains to users what it's all about. Here are some reasons that make demos and personas important:
Demonstrates the Value Of Your Product/Service – A demo allows you to show potential customers exactly how your product or service works and how it can benefit them. This is key in helping customers understand why they should invest in your offering over competitors.
Helps Reduce Frustration – Often, customers become frustrated when they don't understand how something works or feel like their questions aren't being answered properly. The sample demo can help address these concerns by providing answers directly from the source (you).
Encourages Engagement – By allowing potential customers to explore your platform and see exactly what you offer, you can build trust and create relationships with them before asking for their business.
Product marketing is an integral part of a successful B2B business. When done through the right channels, it can impact your success. Since it requires knowledge and expertise, many companies are hesitant to invest in product marketing - which is why finding a good partner to help you make informed decisions can be beneficial. If you're looking for excellent product marketing services, Digital Bias should be at the top of your list - they offer well-rounded packages with amazing customer service and results that speak for themselves. Good luck!