Product Marketing is Changing at Startups. Here’s How

How Product Marketing is Changing at Startups

Product marketing is undergoing some improvement. Companies, particularly in the initial stages, and growth-stage businesses are expecting product marketing to play a larger and more vital role, which is an advantageous development.

Companies have rewarded product marketers for their ability to create strong sales material and product documentation, while frequently disregarding their depth in comprehending the three primary pillars of growth – product, customers, and competition.

The fact that the individuals in charge of representing the customer’s voice aren’t frequently engaged in setting up the product roadmap or at the top level demonstrates how poorly thought-out the entire process may be.

Let’s unravel the secrets behind building memorable brands and compelling action through evolved product marketing strategies.

Discover the history of the organization/company.

The only strategy that genuinely works when marketing a product is to guarantee that you express a clear message.

You must be able to explain the “Why” behind every service and decision. It is vital for a brand to ask itself questions such as, “Why does this organization exist?” “Why should our customers care about the things we have to offer?” as well as “Why are we here?”

Without the “Whys,” you are missing the most important aspect of comprehending your whole business, and your strategy will fall short.

Packaging contributes to the definition of your brand.

Your packaging is critical in shaping your clients’ first impressions of your company. According to one recent study, design is responsible for 94% of first impressions. Packaging is one of the few remaining branding opportunities in a world where customers are growing increasingly adept at evading and ignoring marketing.

Your packaging has a big influence on how people perceive your company. It may assist you in differentiating your company from others through using color, shape, design, and style.

Make Use of Holiday Appeal at the Right Time.

The excitement and cheer of the holiday season provides the perfect marketing opportunity for businesses to connect with customers. People feel more inclined to spend as they get into the holiday spirit. Unique, festive packaging such as Christmas boxes with lids and designs on products help motivate seasonal purchases as shoppers look for special gifts and items.

Brands can utilize limited-edition holiday offerings and promotions to drive sales by tapping into the infectious holiday mood permeating consumers.

Letting Customers Take the Reins

The most effective marketing now comes directly from customers. Ratings, reviews, referrals, testimonials, and user-generated content enable buyers to tell a startup’s story. Earned media feels more authentic and trustworthy than blatant advertising.

Startups incorporate UGC across channels while proactively soliciting reviews. By creating referral and affiliate programs, satisfied customers become their voluntary growth army.

Getting Experiential

As screens dominate lives, in-real-life brand experiences gain allure. Startups connect through pop-ups, events, activations, and retail spaces that tangibly demonstrate products. Hands-on, multi-sensory interactions forge lasting impressions.

For example, appealing Instagrammable stores immerse visitors in its aesthetic. Brands leverage experiential marketing to stand apart from purely digital players.


Thanks to evolving consumer expectations, product marketing now requires startups to creatively tell stories, leverage thoughtful packaging, master social platforms, embrace UGC, and connect offline. Combined with performance marketing essentials, these strategies help startups make authentic first impressions.

By obsessing over customer-centric messages and experiences versus self-promotion, startups build memorable brands that emotionally resonate. Their product marketing evolves from generic to genuinely inspired.